How PR pros can make Super Bowl campaigns shine

Consumers used to just watch the ads played during the big game, but more people are turning to social media and other platforms to discuss them. Here’s how you can take advantage of it.


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The day-after watercooler talk centered around the game—and the funniest/most clever commercials. Whether it was kid Darth Vader starting a Volkswagen with his mind , the Budweiser horses that “usually go for two,” or the E-Trade babies talking about investments , the ads that made us laugh and pushed creative boundaries were the winners of the night.

Fast-forward to today. The ads themselves have become secondary to their amplification through social and mainstream media. Beyond that, consider how much PR work leads up to the big game and the ancillary marketing efforts.

Here are five PR essentials for any comprehensive Super Bowl campaign:

1. Pitch reporters leading up to the game. You must generate a groundswell of anticipation for your ad. Build awareness of the campaign with reporters so that it’s discussed on air and on social media prior to launching. There is no reason for your ad to be a surprise, given all the conversations about Super Bowl ads prior to kickoff.

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