Trends shaping audience engagement efforts ahead of the ‘Big Game’
The NFL’s annual championship broadcast still offers a unique opportunity to reach consumers. Yet, some brands are trying to offer more ways to engage.
For brand managers looking to engage around the Super Bowl this year—whether they have coughed up the cash to use the name or are resorting to vague teases about the “big game”—the opportunities are vast.
Super Bowl LVI will air on Feb. 13, broadcasting from LoFi Stadium in Inglewood, California. The game will be televised on NBC.
While many will flock to watch the brand placements in between snaps, some of the ways brands are looking to engage will have less to do with a traditional ad spot. State Farm, a perennial marketing presence with sports figures like Patrick Mahomes and Aaron Rodgers, is opting not to air a Super Bowl ad this year.
Instead of splurging on guest appearances by Drake and Paul Rudd as it did a year ago, the insurance provider is forgoing a traditional Super Bowl ad in favor of the #TeamStateFarm TikTok challenge. Launching today, the campaign uses the Jake From State Farm character as a talent scout evaluating video submissions on the platform.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
