The Super Bowl: So Much More than Just Football


by Ashley Hartman

2/12/15

The Super Bowl has become much more than just watching the last big NFL game of the season with good company and good food. It’s also about the infamous Super Bowl commercials and this means big business for digital advertisers.

As I sat amongst a group of friends this year, everyone had their smartphones in hand, ready to go. Whether we were following the latest trending topic on Twitter like the graphic picture of Jeremy Lane’s broken arm, smiling at how cute the lost puppy was during the Budweiser commercial, or comparing Katy Perry’s larger-than-life robotic lion or tiger to a scene from Lion King, we were all heavily indulging in social media in one way or another. While on various apps and sites, naturally, ads tend to run before their content of interest.

This is excellent news for digital advertisers as they can take advantage of fans’ desire to interact with these ads during and after the game. Fans can watch instant replays on YouTube or extended media campaigns on Vine or Snapchat. Advertisers are under high pressure to create an entire follow up campaign once their ad runs during commercial breaks. With an increased audience, advertisers these days know to spend more of their budget towards these Super Bowl campaigns.

Advertisers cannot simply rely on getting exposure through one TV spot, but they have to take it to the next level and make these ads approachable for the everyday, social-media driven consumer. Fans expect there to be places to share commentary and platforms for them to interact with these campaigns.

Publishers want in on these “extended campaigns” as well. In Ad Week’s article on Jan. 26, 2015 entitled, “The Super Bowl is Turning into Digital Advertising’s Biggest Day,” by Michelle Castillo, she writes about how Wix.com, an Israeli-based website-building startup has developed mock businesses for several former NFL stars such as Brett Favre’s “Favre and Carve” T-shirts. Through coordinating together on these campaigns both during and after the Super Bowl, both advertisers and publishers can make a little extra revenue off of increased public involvement.