For Super Bowl 50, brands focus on fans

A stage as big as the Super Bowl means big time exposure for brands. As consumers strive for engagement with brands, marketers plan more than just ads. Here are strategies to note.

Ads for the 2016 Super Bowl are popping up online and, with them, a peek at some brands’ marketing strategies.

Marketers and advertisers know that many fans look forward to the commercials as much as they do the on-field action.

Managers of big-time brands are putting monster efforts into making Super Bowl marketing campaigns engaging and, in some cases, are handing the brand over to fans.

In addition to banking on star power, humor and emotional storytelling, brand managers seek bold ways to inspire customers to take risks—risks that convey high-profile devotion to their products or services.

Here is what marketers for some top consumer brands are cooking up:

PepsiCo’s Doritos: Power to the people

Once again, Doritos has given its fans a chance to display their affection for the brand—literally.

As part of its “Crash the Super Bowl” ad campaign, fans were asked to create their own low-budget commercials. Although only one out of the three finalists will win the coveted $1 million prize and a chance to work with director Zack Snyder on an upcoming movie, all these homegrown brand ambassadors will be rewarded for their creativity.

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