Pre-Super Bowl Buzz Building

Brands are maximizing Super Bowl ROI by creating multi-platform pre-game buzz and engagement, extending the campaign beyond the 30-second spot.

Themes

Authenticity and Transparency Reign Supreme , Experiences Over Material Goods , The Power of Community and Connection

Timeframe

near-term

Subcategories

Brand Management Consumer Behavior Customer Experience Marketing

Impact areas

Advertising Influencer marketing Super Bowl marketing

Detailed Analysis

The CeraVe Super Bowl campaign with Michael Cera demonstrates the power of a meticulously planned, earned-first approach. By seeding the campaign weeks in advance through staged paparazzi photos, influencer partnerships, and podcast appearances, CeraVe generated significant organic buzz and anticipation for its Super Bowl ad. This strategy allowed the brand to maximize its investment and create a more immersive and engaging experience for consumers.

Context Signals

Increasing cost of Super Bowl ad spots Growing importance of social media and influencer marketing Shift towards integrated marketing campaigns

Edge

Pre-Super Bowl campaigns will become increasingly sophisticated and personalized, leveraging data and AI to target specific audiences. Brands will explore new and innovative formats for pre-game engagement, such as AR/VR experiences and interactive games. Measurement and attribution of pre-Super Bowl buzz will become more critical for demonstrating ROI.

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