Feeling inspired by the creativity showcased during this year’s Super Bowl commercials? You’re not alone. While major brands shelled out a whopping $8 million for mere seconds of airtime, the real winners were those who sparked engagement, captured attention and motivated action. The good news? You don’t need a multi-million-dollar budget to do the same.
Whether you’re a national player or a local brand, creativity always wins the game. It’s all about finding ways to connect, engage and inspire action in ways that are authentic to your brand and meaningful to your audience.
Creative Playbook for Brands
During cultural moments that captivate audiences, such as the Super Bowl, creative marketing alternatives can make a lasting impact. Explore guerrilla marketing tactics, social media campaigns and experiential events as creative alternatives to expensive TV spots. The key is tying your brand to the experience in ways that are fun, authentic and memorable.
These moments present the perfect opportunity to connect with audiences on a deeper level—and ensure your brand remains part of the conversation long after the final whistle.
1. Give Back with Purpose:
Actions often speak louder than ads. Think about what matters to your local community and tie your campaign to making a positive impact. State Farm skipped the expensive Super Bowl commercial and instead supported communities impacted by California wildfires, creating authentic buzz and consumer loyalty.
2. Pop-Ups & Promotions:
Capitalize on the excitement by hosting themed pop-up events or collaborating with local businesses that align with your brand and your audience. It’s all about creating anticipation and excitement that extends beyond the screen and leaves a lasting impression. In 2023, Avocados from Mexico perfectly tied their brand to the Super Bowl experience by rolling out pop-up events featuring guacamole bars and fun activations that had fans talking well before the big game.
3. User-Generated Content:
Tap into your audience’s creativity. Run a social media challenge for fans to submit touchdown celebrations or DIY game-day snacks. Select the best entries for your own “ad” on social media. Doritos mastered this with its fan-sourced Super Bowl ads that became viral sensations.
Mountain Dew took it a step further in 2021 with an interactive twist. Their ad challenged viewers to count the number of soda bottles in the spot—there were 243! The trippy, watermelon-themed ad, starring John Cena, turned the Super Bowl commercial into a game, making the experience more engaging and fun for fans.
4. Humor in Traditional Media:
You don’t need national TV airtime to be funny. Craft witty, memorable local radio or billboard ads that tie into the big game. A clever headline or a well-timed pun can earn attention.
5. Creative Partnerships:
Local businesses can score big by teaming up with others that share your target audience. These partnerships boost visibility and create memorable experiences without the high cost of a commercial. TUMS and DraftKings created a Fantasy Foodball Pool, combining food, football and fun. For smaller brands, think about partnering with local restaurants, breweries or shops for themed events or contests.
Viral Moments on Social Media
When it comes to social media, clever timing and humor can rival a big-budget commercial. Oreo’s famous “Dunk in the Dark” tweet is proof that the right post at the right moment can steal the show. Even if you’re a small brand, plan creative posts and meme-worthy content.
The Key Takeaway: Stand out with smart, authentic messaging, not just a big spend.
