Minnesota will be on a global stage when it hosts Super Bowl LII in February. While the Super Bowl is a single sporting event, the marketing efforts behind the game by sponsors and the host city are anything but a one-day campaign. The number of out-of-town visitors the Super Bowl will attract to Minnesota, especially the Twin Cities, is expected to be worth $285 million in spending, according to a Rockport Analytics report prepared for the Minnesota Super Bowl Host Committee. Media exposure could entice other visitors to come to Minnesota, and a successful Super Bowl would demonstrate the state’s ability to host gigantic events.
Last year’s 51st Super Bowl in Houston drew 172 million television viewers, and advertisers paid just over $5 million for a 30-second commercial. Compare those numbers to 10 years ago, when television viewership was just 93 million and the cost for a 30-second spot was nearly $2.4 million, and you see just how huge the Super Bowl has gotten.
So how is the land of 10,000 lakes going to take advantage of such a large opportunity to present itself to the world? Read the rest of my column to find out at Twin Cities Business Monthly.
Still here? Here’s an accompanying blog post to my column:
3 Examples & 2 Ideas For Super Bowl Ambush Marketing
Every year there are some, let’s say enterprising marketers and brands, that try to cash in on all of the attention and media coverage the Super Bowl garners without paying any sponsorship fees or running television commercials during the game. Such efforts are know in marketing circles as ambush marketing.
To address potential ambush efforts the Minnesota Super Bowl Host Committee and NFL will create a designated “clean zone” in an area surrounding U.S. Bank Stadium and the Minneapolis downtown that will be monitored for any violations.
Oreo’s Dunk In The Dark
Regarded as a successful ambush effort, Oreo cookies capitalized on a power outage during the 2013 game when it utilized social media to let consumers know that they could still “dunk (their Oreos) in the dark and received millions of impressions, as well as extensive media coverage after the game.
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
Newastle Brown Ale’s Epic Super Bowl Ad They Didn’t Make
Newcastle Brown Ale is another brand noted for its ambush efforts around the Super Bowl. From “the ad we would have made had we made a Super Bowl ad” to its 2016 campaign that created a spoof entry to the Doritos “Crash the Superbowl Contest,” essentially crashing the crasher and in doing so generating millions of online hits and extensive media coverage for the campaign, Newcastle is regarded by marketers as having written the playbook on crashing the big game.
2 Ambush Marketing Ideas For Super Bowl LII
Just for fun we asked two local advertising pros what they would do if they were attempting to ambush the Super Bowl, starting with our sister agency, Martin Williams.
Steve Casey, executive creative director, Martin Williams Advertising: “I forget if our downtown skyways are an architectural treasure or embarrassment. But either way, outsiders always find them fascinating. Coupled with the fact that it will be February in Minnesota, that means our urban Habitrails will be filled with people trying not to be murdered from exposure. So we’d create a Skyway Pac-Man augmented reality app. Skyway walkers would be able to gobble up dots and power pellets while navigating our vast maze of a skyway system. Top scorers can win our agency tickets to the Super Bowl.”
Marty Senn, chief creative officer, Carmichael Lynch Advertising: “As brands look to leave their Super Bowl mark on Nicollet Mall, the Downtown East Commons, and on U.S. Bank Stadium itself, the smart brand will focus 220 miles northeast, at Lake Itasca. Launching their boats under the cover of darkness, a branded street team of thousands can silently navigate the northernmost reaches of the Mississippi, entering the city on the fringe. Snow and ice will make the journey perilous, and many likely won’t make it past St. Cloud, but their sacrifice will be talked about for days on social media.”
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