The Super Bowl serves as a critical advertising platform, but brands like Doritos and Coors Light emphasize extended engagement leading up to the event. Doritos revived its 'Crash the Super Bowl' contest, encouraging fan-made commercials, while Coors Light launched its 'Case of the Mondays' campaign to stir social media excitement. By starting campaigns early, brands maintained visibility through the football season, incorporating nostalgia and self-aware marketing to challenge fans creatively and engage them in a competitive spirit.
Doritos' 'Think you can do better?' mantra invites fans to participate in making commercials, fostering excitement and engagement leading to the Super Bowl.
Coors Light's 'Case of the Mondays' campaign sought to create social media buzz, utilizing stunts to generate uproar and connect with audiences.
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