How Brands Will Win the Super Bowl of the Future

In 2017amp160brands spent 385 million dollars on their Super Bowl ad spend alone amp160This year the price for a 30second commercial spot is holding steady at an average of five million dollars With brands investing so much each year in the Super Bowl marketers are looking for ways to activate consumers beyond television spots and create memorable experiences that last well beyond the Big Game amp160With that in mind what kind of ads and types of technology will be the gamechangers of the Super Bowl campaigns of the futureField Day for Augmented RealityItamp8217s incredible to think that the first AR OOH campaign just launched in 2016 amp160Since then Snapchat has become a leader in AR with brands spending anywhere from 300700k for their own custom filter amp160In fact last year Gatorade brought back the infamous amp8220Gatorade dunkamp8221 with custom Snapchat filters at the Super Bowl garnering millions of plays and impressions at the largest sporting event of the yearSo how can brands partner with OOH and use AR in creative campaigns amp160We amp160recently partnered with Dogology a dog training app that our creative studios designed amp160Our OOH billboards advertised the app and how it worked and then the app itself used AR so that you could practice dog training in different environments with a dog avatar When AR and OOH campaigns are used effectively together consumers not only imagine what your product could feel like they actually get to experience it themselvesAs for leveraging AR and OOH in the Super Bowl I can imagine a world where you can use a brandamp8217s filter and AR capabilities to look as if you were at the Big Game yourself by taking a photo in front of a unique OOH billboard amp160Even if youamp8217re not lucky enough to be seated in the stadium during the Super Bowl at least you can look like itSocial Good for the WinLast year we saw that some of the most successful Super Bowl themed ad campaigns have social good messaging amp160Airbnb had one of the most notable ads during Super Bowl LI with their weaccept campaign pledging to provide shortterm housing to 100000 refugees over the next five yearsWe are seeing a continuation of this trend this year amp160The ads grabbing all of the headlines are from brands willing to put a stake in the ground and own an issue amp160In some cases brands are inserting themselves into political or controversial topics while in others like Stella Artois brands are teaming up with celebrities and announcing a clean drinking water initiative amp8212 causes everyone can get behind amp160This reminded me of an awardwinning billboard that actually produced water for those in needamp160 Expect to see more social minded OOH advertising in the futurePhotoshop Gets Traded The Super Bowl is a time to get together with your best friends and get real over nachos and beers amp160With that in mind the types of ads that are gaining more and more traction are the ones that donamp8217t showcase unrealistic unattainable lifestyles or idealsSince 2011 the National Advertising Division has banned ads that arenamp8217t accurate representations in cosmetics amp160Then in 2014 there was the introduction of the Truth in Advertising Act bill which raised consciousness around photoshopping in advertising and has made it a hotbutton topic Since then cosmetic companies like CoverGirl have pledged not to use photoshopping in their advertising and industry leaders are following suitamp160amp160amp160Airbrushing is out and real Americans are in as CVS has recently capitalized on amp160Earlier this month the industry leader announced that they would no longer be photoshopping their ads This trend is here to stay Americans donamp8217t want their ads retouchedInteractive Scores BigWeamp8217ve seen how popular interactive ads have been in the Super Bowl in years past Take the classic example of the viral Doritos amp8220Crash the Super Bowlamp8221 contest which attracted amp160millions of participants amp160This year Tostitos is taking creativity to a whole new level with their digital invite creator which allows football fans to send ridiculous GIFfilled invites to their Super Bowl party amp160Now that is an outofthebox branding ideaInteractive campaigns are a huge win in OOH advertising as well amp160Weamp8217re seeing higher engagement rates with OOH ads that integrate with excellent social media campaigns so users can snap a photo of the ad on their Instagram or Facebook and share with friends amp160Never underestimate the power of a strong visual the OOH advertisements that are going viral are the visual stunners that your audience wants to be seen in front ofPepsiCoamp8217s recent Super Bowl push is a great example of successful interactive and crosschannel advertising amp160In addition to their yearly Super Bowl Sweepstakes the brand introduced a video series called amp8220Game Day Grub Matchamp8221 which pits fanfavorite retired football players against each other in a cooking competition using Pepsi products amp160As part of PepsiCoamp8217s sweepstakes fans were encouraged to submit 60second clips explaining why they should win tickets to the Super Bowl and the winner not only got game day tickets but a chance to be Vox and SB Nationamp8217s social correspondent at the gameFor another example of how advertising can be more interactive you can look at the popular trivia game HQ which MediaVillage raved about backamp160in November amp160The game just reached 1 million users which reveals the potential for just how powerful ads can be the more interactive that they are amp160To take the HQ idea farther a future could exists where brands leverage OOH to quiz their fans and do trivia in real time to boost engagement at the game itselfThe GOATamp160of all GOATSamp160Sorry Brady Limited Edition BrandingWhether your team is playing in the big game or not releasing limited edition memorabilia to remember the big event is a creative way to get consumers get in on the gameSkittles left a lasting impression with their limited edition amp8220Seattle Mixamp8221 packs of candyamp160 The first time Skittles ran limited edition packs for the Super Bowl they auctioned off three different packs for the Marshawn Lynch39s Fam 1st Family Foundation amp160After seeing success with their first campaign they ran a similar campaign the following year this time doing a giveaway in Seattle of free packs of Skittles for Seattle Mix Super Bowl XLIX amp160What a sweet way to connect with an audienceBudweiser recently released limited edition bottles to commemorate Super Bowl LII amp160In addition to releasing these striking new bottles Budweiser has pledged to give the entire city of Philadelphia free Budweiser if they win their first Super Bowl amp160Talk about an innovative way to celebrate and make a statementIn the future expect brands to create limited edition Super Bowl memorabilia that like Happy Meals create collectibles that are part of a musthave seriesThe future of Super Bowl advertising has so much creative potential amp160Weamp8217re seeing tech trends like AR and interactive campaigns score photoshop get traded and themes concerning amp8220social goodamp8221 reign as champions amp160Who knowsamp160 Maybe one day footballs will dream of electric sheep amp160Baaaa whatamp160 Until then pass the wings and the guac and Iamp8217ll see you at the gameClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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How Brands Will Win the Super Bowl of the Future

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Carly Zipp

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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