• by Jessica Phillips , January 25, 2023

The Super Bowl is advertising’s biggest event. Last year’s game was watched by 208 million people, with a 30-second commercial costing $6.5 million. Brands are willing to spend top dollar, likely because half of the viewers are more interested in the commercials than the game itself.

But what if we looked beyond the most popular ads and key moments from the big game and considered how a modern perspective and forward-thinking influencer strategy could have reached even more consumers? 

Media Tour

There are 14 days between the final playoff game and the Super Bowl to allow the players to rest, prepare, and build up media hype. Nutritional brands could partner with athletes to be part of the #DayInTheLife (10.5B views) series, to explain how their products help achieve peak performance.

Pre-Game Promotion 

The National Anthem is a Super Bowl tradition. American brands can partner with musicians to perform the anthem and tap into the #USATikTok (4.8B views) trend, appealing to consumers who prefer domestic products. This year's game is in Glendale, Arizona, so nearby travel resorts/tourism destinations could engage with creators to highlight fun activities. 

In-Game Activations 

Rather than spend millions on a commercial, brands can activate influencers to turn themselves into advertisements in the end zone. Streaming services like Netflix could partner with players to do the #Wednesdaydance (1.5B views) after scoring a touchdown. 

Halftime Shows

Arguably the most controversial Super Bowl moment was the infamous Janet Jackson and Justin Timberlake wardrobe malfunction. If this happened today, lingerie brands like Victoria’s Secret or Honey Birdette could partner with Jackson for an #OOTD(90B views) to promote a sex-positive message and support the female-friendly #empowerment (1.6B views) trend. 

Top-Tier Commercials

Besides the halftime show, non-football fans only have one other thing to look forward to, commercials.

To connect audiences spanning multiple age ranges and diverse demographics, brands could revive iconic retro commercials with a Gen Z twist. Think about Coca-Cola's "Hey Kid, Catch!" commercial, featuring Pittsburgh Steelers "Mean" Joe Greene giving his game jersey to a young fan. Today, the child would have asked Mr. Green if he wanted the cola or to #doubleit (180M TikTok views) or give it to the next person. 

Super Recap

While we can’t change the past, we can help brands make the most of Super Bowl moments. Here are a few more suggestions to win the big day:

-- Use influencers to create buzz and anticipation leading to the game with teaser videos across social media.

-- Utilize micro-influencers to reach specific, targeted audiences, such as sports fans or those interested in the halftime show.

-- Collaborate with influencers who are super fans for each local team in ad campaigns that take advantage of the latest trends and technologies.

By approaching the Super Bowl with a modern lens and leveraging the power of influencers, brands can reach a wider audience and create memorable and engaging experiences for its customers.