Super Bowl ads, although fleeting, can generate extended conversation through social media. Brands that invest in holistic strategies post-ad, like Poppi and Carl's Jr., create lasting impressions. By utilizing influencer collaborations and promotional campaigns around the event, these brands extend their reach and engagement significantly. Poppi's approach, for instance, led to impressive Instagram metrics, highlighting that social media plays a crucial role in the overall marketing strategy. Brands that emphasize full-scope coverage are more likely to maintain consumer interest and discussion long after the game.
"Brands should focus on full-scope coverage, rather than putting all their eggs in a TV ad. It takes a full experience to really create a lasting effect."
"And now, 'Poppi' is in everyone's mouths, whether it's good or bad."
Poppi's Instagram engagement reached 4%, which is significantly above the industry average of 0.7%. The brand's post likes spiked by nearly 100%.
Carl's Jr. turned its Super Bowl ad spend into a weeklong online experience, capturing sustained conversation beyond the initial airing.
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