Super Bowl 58
The level of immersion and sensory interaction is insurmountable. And with that, the biggest advertisement opportunity comes with the biggest experiential opportunity.
PepsiCo Frito-Lay took over and provided some powerful experiences for everyone - Cheetos Chapel and Walk the Chip Strip
Olivia Morley of ADWEEK wrote a wonderful recap of the Chip Strip activation and highlighted what Tina Mahal had to say about it: “We wanted to make sure that we came in and we provided consumers with really great engagement opportunities—experiences that match the landscape that we were in—to match the bigness of Vegas."
Moments included were interactions with the Cheetos Chester hologram in real-time. The experience features Chester’s iconic spots, a custom-made stained-glass window, and Cheetos-infused wedding cake pops. A custom limo with artwork inspired by the Neon City was also there to spice things up.
Frito-Lay’s Tostitos brand activation included a restaurant pop-up with a partnership with Minnesota Vikings for a 4-course dining experience.
And last but not least - Doritos took over the Luxor
All in all, a brand's presence is imperative to moments like this both digitally and live on the ground. Here is a rundown of why and how for engagement marketing activations around the Super Bowl:
Pre- and Post-Game Activations: Brands often extend the life of their Super Bowl commercials by creating experiential marketing activations before and after the game. This could include special events, pop-up experiences, or exclusive online content that builds anticipation for the commercial or continues the story afterward.
Engaging with Fans in Real-Time: The live nature of the Super Bowl allows brands to engage with viewers in real-time through social media, live events, and other platforms. This could involve responding to viewers' reactions, adjusting marketing messages on the fly, or even integrating live feedback into the campaign. This real-time engagement makes the commercial part of a larger, interactive brand experience.
Integrating with Event Sponsorships and Activations: Brands that are official sponsors of the Super Bowl or host events in the host city often use experiential marketing to tie these activations back to their commercials.
Post-Game Engagement: After the Super Bowl, brands can continue to engage with audiences through experiential marketing efforts. This could involve inviting consumers to participate in campaigns, contests, or experiences introduced in the ad, keeping the brand top of mind, and continuing the conversation.
