In the high-stakes world of Super Bowl advertising, where multi-million dollar ad slots are as coveted as a touchdown in the fourth quarter, the real winners aren’t always determined by the number of eyes glued to the screen during the game.
Instead, it’s the brands that master the art of the post-game conversation that truly score big.
As the confetti from the latest Super Bowl settles, it’s clear that some brands are still basking in the spotlight, while others have faded into the background.
So, what can brands learn from the ads that continue to captivate us long after the final whistle?
Metricool, a social media analytics firm, gives us the playbook: it’s no longer just about the 15 to 60 seconds of airtime.
The real game-changer is the narrative that unfolds beyond the TV screen—into the social media stratosphere.
Anniston Ward, a specialist at Metricool, succinctly puts it: “It takes a full experience to really create a lasting effect.”
And full experience, it seems, is the name of the game this year.
Take Poppi, the health-conscious soda brand that, quite literally, painted the town neon pink.
In the days leading up to the Super Bowl, Poppi launched a blitzkrieg of influencer collaborations, eye-catching giveaways, and even sent out pink vending machines to influencers.
The result? A dazzling 4% Instagram engagement rate—a number that would make most social media strategists salivate.
However, as with any bold move, Poppi’s tactics were met with mixed reviews.
Some lauded their creativity, while others criticized the brand for pandering to already affluent influencers.
Yet, as Ward rightly points out, “Poppi is in everyone’s mouths, whether it’s good or bad.”
In the cutthroat arena of branding, sometimes infamy is as valuable as fame.
Not to be outdone, Carl’s Jr. sunk its teeth into a different strategy.
By marrying fast food with internet sensation Alix Earle, they created an online spectacle that saw a 91% surge in Instagram followers.
The behind-the-scenes content and the promise of a “free burger day” turned their Super Bowl spot into a multi-day event, proving that sometimes, a juicy burger and a viral personality are the perfect recipe for success.
But perhaps the most enduring lesson comes from the annals of advertising history.
Apple’s iconic “1984” Super Bowl ad is still the gold standard over four decades later, a testament to the power of a narrative that resonates on a deeper, more emotional level.
Brands like Poppi and Carl’s Jr. have taken a leaf out of Apple’s playbook by creating experiences that extend beyond the screen and into the lives of their consumers.
In the words of Ward, the Super Bowl is a “footprint” for future marketing campaigns—a reference to what works well in the ever-evolving landscape of consumer engagement.
As brands look toward the next big game, they would do well to remember this: in the age of social media, the real victory lies not just in the ad you air, but in the conversation you spark.
In this post-Super Bowl season, the scoreboard is clear: the brands that engage, evoke, and evolve are the ones that keep us talking.
And in today’s fast-paced, ever-connected world, that’s the ultimate touchdown.
