The Super Bowl is one of the marketing moments of the year, particularly in the US. But why has a moment focused on sport become one of the most powerful marketing opportunities of the year?
Not only is the Super Bowl the most watched sporting event in the United States but it is a rare occasion where the advertisement becomes an aspect of the entertainment. Millions around the US speculate in the lead up to the release of the campaigns with some viewers only tuning in for those adverts.
Brands see this as a unique opportunity to tell a story and embed themselves in the culture, using humour or emotional connection to connect to modern culture and deliver a message to be spoken about for years to come.
We have seen a range of memorable promotions over the years, from Budweiser’s ‘Wassup?’ campaign in 2000 to Nike’s ‘You can’t stop us’ in 2021 and Hellman’s ‘When Sally met Hellman’s’ promotion from last year. Each of these are different in style and message but the result is the same, a lasting impact.
Budweiser’s ‘Wassup?’ campaign has become one of the most iconic and lasting campaigns in Superbowl history, with millions of views online. Not only is it easily recognisable but it has become such an impactful and iconic campaign that it has been referenced in many popular films such as Scary Movie, That’s My Boy and Ant Man and the Wasp.
This is just one example of the impact that Superbowl campaigns can have and why it is so important that companies deliver a high quality campaign. This has become one of the most important marketing moments of the year for US companies but a poor campaign could lead to a lasting negative impact.
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