You can’t afford a super bowla ad? Try these marketing alternatives (examples and experts)

Twitter used to be the main place for ads that were added to the Super Bowl, with their own brand of the best brand tweets. But since Twitter has been transformed into X, advertisers spend much less money there – 50% less, according to some projections – because X users are scattered to other platforms like Threads and Bluesky.

And 2023. – The last time the chiefs and eagles played for Lombardi – Adweek noted that the brands reject the X and put that money in other social platforms like Tictok and Instagram.

If you buy more budget accommodation to skip the ad, you compete with the attraction of the “Skip Ad” button, so you will only have one or two seconds to get your audience attention. Here’s a smart approach to that from Burger King:

Consider using other techniques for attracting attention, such as presenting a relativized pain point, offering a value proposal or putting viewers in a scene filled with action when the video starts to play.

If you need more inspiration, here are some fans ads (and some marketing lessons) from the Super Bowla 2024.

2. Dip deeper with the video narrative.

Super Bowla ads often feel like miniature movies. Instead of establishing the basic point of pain and offering a simple solution based on the product, they often tell rich stories.

Take Clio Hall of Fame and Cannes Lions winner “1984” Directed by Ridley Scott for Apple, the advertisement aired during the Super Bowl XIII, when Apple was more not enough than Tech Gargantuan, and IBM ruled the PC world.

At the end of the advertisement, the narrator announces: “Apple will present Macintosh on January 24, 1984. And you will see why in 1984 it will not be like ‘1984’ ‘

The advertisement is a deep metaphor for the Apple brand, innovative products and mission free users of a computer from monopoly of past technological giants.

Although Apple had more resources than the average small business, all that is needed to create a narrative advertisement that attracts attention to some creative team members and affordable video equipment.

Interested in making convincing advertising scripts? Look at this template. If you have a great idea, but you are not sure where to start production, read this detailed guide.

3. Use the main events or holidays.

The main cultural events such as Super Bowl or Oscar are the possibilities of campaigns for large brands, which suddenly have the attention of huge audiences – not only during the event, but often weeks before and after.

It does not cost Gazillions dollars to create campaigns with references to pop culture or current events. They could include blog posts on how the event relates to your industry, social media posts that use current hashtags or marketing videos of how your customers can celebrate the event.

During the great game of 2020, the Energy Drink G-Fuel brand asked Twitter users to answer who they would win in #superbowl. Tweet includes a picture of two G-Logs drinks in front of a football field:

Source

This takes advantage of the hashtag #superbowl, who will see millions of football fans. You will notice that Super Bowl is not mentioned in the advertisement itself – it is a trademark owned by the NFL, which does not allow brands to use the name of the event “with commercial intent.”

One of our past marketing masters, Hassan S. Ali has some creative ideas about legal issues. So are Newcastle Brown Ale and Anna Kendrick:

4. Tilt into the co-marketing.

Even big brands are looking for more advertising adapted to the budget, such as this 2015-controlled Super Bowl Ad. Sur-marketing is when two or more brands are joining forces-plus money, time, effort and resources-how to create one part of the content that highlights all the brands involved.

For this ad, Newcastle collected his money with 37 other brands to buy a Greate Bowl advertisement, which are appropriately called “Band of Brands”:

5. Consider marketing influencers.

In addition to high budget productions and grateful narratives, Super Bowla’s advertisements are also known for their stars. Remember this commercial Amazon Echo in which Alexa expressed a handful of popular celebrities?

Although you probably can’t rent stars like Cardi B, you may have a micro-adult budget that is credible and very accompanied in your industry.

When you sponsor an influencer that really understands your audience and your industry, they will create and publish content that intrigues their audience, at the same time highlighting your product.

Influenzer’s marketing strategy can also be particularly effective on social media channels such as Facebook, Instagram, YouTube or Tictoka.

In this example, the Run Around smartphone game was sponsored by the Tictok user who gained more than 15,000 followers by simply recording himself by playing mobile games. The brand found that the audience was oriented on Tictok and sponsored an influencer whose audience envisages its examinations and demonstrations of mobile games.

6. Use counter -construction.

Of course, more than 100 million people in the US will watch a big game, but another 200 some millions habit be. If your audience is among the other, you have the opportunity to attract their attention while everyone else is watching the boy Taylor Swift.

Two words: puppies.

Two more words: a cat bowl.

A few years ago, Twitter users made their counterbalance, cheerfully sharing the Owl pictures instead of joining the Super Bowla convo.

Social listening can help you determine what your audience thinks and what they do if they do not eat a seven-layer dip and shout at men in narrow pants on TV.

7. Consider digital marketing outside the house (DOOH).

Steve Nicklin, a senior marketing and analytics vice president for out off Home Advertising Association of America, in a recent blog post claims that “Dooh offers a convincing alternative to the traditional advertising of Super Bowla at the same price.”

Nicklin cites a monthly DOOH campaign in the amount of $ 7 million, which showed $ 7.5x more than the 30-second place of Super Bowl. He also points out that this is not a zero game:

“Of course the ads Super Bowla are still the main moment of the brand, but in order to maximize their influence and investment, the brands should consider an integrated, omnichannel approach, one that uses the Doh in accumulation before the game, complements TV spots with real -time updates and real time and He continues to talk after the game to enhance key messages and take advantage of the big moments of the game. “

His advice to achieve a younger audience? “Smart brands can also install elements of social media in the DOOH Ads to increase the brand engagement, especially among younger fans.”

Creating ads for the quality of Super Bowla

While working on creating a quality advertisement on the budget, keep in mind these scalable tips for large brands:

• Tell a great story: Pull viewers, let them relate to your brand and connect them by presenting that your product can help them.
• Embrace current events: Crafts campaigns that touch very discussed on trends, such as Super Bowla, Award or Holidays-forcibly if they are strongly related to your brand.
• Take advantage of brands and influencers: Partnership with brands and influencers can attract attention from a similar audience you haven’t already arrived. For starters, research and building relationships with brands and influences on which your audience or industry seek credible advice.

Super Bowl Advertising for us others

Even on a small budget, a little planning and a lot of creativity goes a long way. Use and customize these large brands lessons to make super ads throughout the year.

Note the editor: This post was originally published in January 2020 and was updated for comprehensiveness.