I perceive how all-consuming this yearly occasion will be for advertisers. In any case, final yr’s Tremendous Bowl LVII raked in additional than 113 million viewers and #SuperBowlLVII gathered 225 million views on TikTok alone.
Due to the NFL’s in depth trademarking ways, manufacturers are restricted in what they will and can’t say in relation to the largest televised recreation of the yr. And naturally, most manufacturers can’t afford a $7 million, 30-second advert spot.
Luckily, social media has develop into the last word companion automobile to the Tremendous Bowl. Which means that each model has the chance to achieve new and present audiences by the worldwide dialog—so long as they know find out how to strategically reduce by the noise.
Perceive the trademark limitations
Before everything, companies and types should perceive the NFL’s Tremendous Bowl trademark and whether or not or not your shopper or model is allowed to make use of the time period. (Ps. When you don’t know by now, you in all probability can’t.)
Whereas journalists and information retailers (like ADWEEK) are permitted to report on the Tremendous Bowl and use the phrase of their content material, any manufacturers present outdoors the realm of journalism ought to keep away from it in any respect prices. For this reason you so usually see the Tremendous Bowl being known as “The Large Recreation.” It’s simply not definitely worth the inevitable lawsuit.
Enter the dialog in actual time
The strongest social content material throughout an occasion just like the Tremendous Bowl is created reactively in response to the prevailing dialog. Whereas some content material will be brainstormed and prepped forward of time based mostly on predictable narratives (ie. a Christian McCaffrey landing, a shot of Taylor Swift in her suite, Usher’s half-time efficiency), you must also go away your crew open to create quick-turn reactive content material using present owned IP. Embracing the spontaneity of a stay occasion like this usually results in the perfect artistic.