The Super Bowl isn’t just a football game; it’s a cultural phenomenon. In 2025, millions will gather around their screens not only for the touchdowns and halftime show but also for the commercials. For brands, this event is the ultimate advertising arena—a chance to connect with a massive, engaged audience from all walks of life.
But let’s face it: Super Bowl advertising is not for the faint of heart. With sky-high stakes and fierce competition, brands must go beyond flashy visuals to craft campaigns that resonate, entertain, and leave a lasting impact. To help you make the most of this iconic event, we’ve compiled 24 smart strategies to ensure your campaign is a touchdown, not a fumble.
Pre-game prep: building the hype
- Tease your audience: Create buzz by sharing sneak peeks or teasers of your Super Bowl ad. Whether it’s a cryptic post or a short video, build anticipation early.
- Show behind-the-scenes content: Give fans a glimpse of how your campaign came together. Highlight the creative process or share bloopers to humanize your brand.
- Collaborate with influencers: Partner with influencers or celebrities to amplify your message pre-game. Their reach can generate excitement and broaden your campaign’s audience.
Game-day strategies: Keep it engaging
- Tell a memorable story: Super Bowl audiences love stories. Whether it’s heartwarming, hilarious, or inspiring, craft a narrative that sticks with viewers.
- Play on cultural moments: Leverage trending topics or cultural themes that resonate with the Super Bowl audience. Timely content shows your brand is in the know.
- Be part of the halftime conversation: The halftime show generates as much buzz as the game itself. Tie your campaign to the performer or show in creative ways to stay relevant.
- Use real-time content: Stay active on social media during the game. Engage with fans, comment on big plays, or react to halftime moments to keep your brand in the spotlight.
Creative excellence: Stand out from the crowd
- Use humor wisely: Humor can make your ad unforgettable—but it has to land. Test your content to ensure it’s funny, relatable, and doesn’t alienate your audience.
- Incorporate surprises: A plot twist, celebrity cameo, or unexpected ending can make your ad go viral.
- Include diverse representation: Reflect the diversity of the Super Bowl’s audience to ensure your ad resonates broadly and feels inclusive.
Tech-savvy approaches: Go beyond the TV
- Leverage AR and VR: Create an interactive augmented or virtual reality experience to complement your ad. Engage fans with immersive content that extends beyond the game.
- Short-form content: Adapt your Super Bowl ad into bite-sized pieces for TikTok, Instagram Reels, and YouTube Shorts to keep the momentum alive.
- Gamify your ad: Create an interactive element, like a QR code that leads to a contest or exclusive content. Engage viewers directly and keep them coming back for more.
Post-game plays: Keep the momentum going
- Share extended cuts: Release a longer version of your ad online to give fans more of what they loved.
- Engage with fan content: Encourage and share user-generated content related to your campaign. Reward creativity to build goodwill and keep the buzz alive.
- Evaluate your performance: Track your ad’s impact using metrics like engagement, shares, and sentiment. Learn from the data to refine future campaigns.
Aligning with Super Bowl Values
- Celebrate community: Highlight themes of teamwork, camaraderie, and resilience—values that align with the spirit of football.
- Focus on sustainability: The NFL is increasingly emphasizing environmental responsibility. Show your commitment to sustainability in your campaign to appeal to eco-conscious fans.
- Emphasize equality: Spotlight diversity and inclusion, reflecting the broad audience watching the game.
Activating beyond the screen
- Host viewing parties: Organize branded watch parties in key locations to create an immersive Super Bowl experience for fans.
- Create fan-specific merch: Offer limited-edition products tied to your Super Bowl campaign. Football-themed merchandise can drive both engagement and sales.
- Go guerrilla: Surprise fans with creative stunts or activations in the days leading up to the game. Think murals, flash mobs, or other buzzworthy tactics.
Tapping into broader interests
- Tie in food and drink: The Super Bowl is synonymous with snacks and drinks. Create partnerships or campaigns centered around game-day favorites.
- Celebrate the fans: Shine a spotlight on the audience itself—whether through shoutouts, fan stories, or interactive campaigns. Fans are the heart of the Super Bowl experience.
Final thoughts
Advertising during the Super Bowl is more than a marketing opportunity—it’s a cultural moment. By tapping into the excitement, creativity, and shared enthusiasm of the event, your brand can forge deep, meaningful connections with viewers.
From crafting a compelling story to leveraging innovative tech, the strategies above will help you score big on game day. So, whether you’re airing a commercial, hosting an activation, or simply joining the social media frenzy, remember: the Super Bowl isn’t just about reaching an audience—it’s about creating a moment they’ll never forget, and we would love to help you do it with Tappx.
Let’s make 2025 the year your brand steals the show!
