Introduction
Today, event marketing has become a popular marketing technique used by businesses across the globe. It is the process of promoting an organization’s goals and brands by linking them to a certain event (Ostanina, 2018). Event marketing is used to raise brand awareness, make more sales, and improve the image of a business. Super bowl is one of the events that usually attracts companies from across the globe seeking a platform to market their products. Some marketing strategies used in this event were social media, advertising and promotion, sponsorship, and celebrity marketing (Bragg et al., 2018). For example, although the NFL promoted the game through TV shows, many companies used the opportunity to promote their products. Therefore, event marketing was integral in promoting products during the super bowl games.
Target Markets
The target market is crucial in marketing because it is a group of people to whom a business intends to sell its products or services. People of all ages, races, educational levels, incomes, and genders usually watch the super bowl games (Shabazz, 2019). However, to improve performance, the super bowl must focus its ads on specific groups of people. The ads have to be designed to resonate with the target market. One of the target markets for the event’s ads is sports enthusiasts. These are people who normally enjoy the sport in the stadium, on the couch, or in a restaurant. They understand the super bowl starting from the players’ names and their team standing on the tally board. For example, sport lovers are those fans who would do anything to support the game. As a result, some ads focus on this group of people because they understand the game.
Super Bowl ads usually target people of all ages because fans range from young to old. Wayland says, “With the average 30-second Super Bowl ad costing about $6.5 million, advertising executives and experts say such ads are attempting to reach key age demographics — millennials, Gen Xers, and even Baby Boomers” (Wayland, 2022). Although the baby boomers are old among this demographic, some are still super bowl fans. Most of them usually enjoy watching the games from their home. However, the millennials are the active generation because they like watching the matches from the stadium and live events. Therefore, focusing on these groups of people is important because it widens the market for the sport.
Moreover, other than interest and age, super bowl event ads target people from all income levels. Most commercials are directed towards channels that everyone can reach and watch (Weiss, 2022). For example, the Cheetos commercial was fascinating to fans and is considered one of the most talked-about ads of the 2021 Super Bowl. It was the most-looked-up Super Bowl ad after the game. The commercials were run on platforms that everyone could watch. Additionally, in an advert through the National Football League’s website about Super Bowl LVI played at SoFi Stadium in Los Angeles, the tickets were sold at $20, and kids 12 and under were to attend the event for free (NFL, 2022). Thus, super bowl events target everyone regardless of their level of income and interest in the game.
Marketing Strategy
A marketing strategy is an approach a business uses to reach prospective customers and turn them into customers for their products or services. For this to be achieved, it is crucial to select specific actions to consolidate the reputation of products or services or increase the sales in the market (Bragg et al., 2018). For the super bowl event, several marketing strategies were used to reach the audience in the market. Some strategies adopted to market the event and other organizations are social media, sponsorships, advertising, promotion, celebrity marketing, and internet marketing (Bragg et al., 2018). The primary purpose of using these strategies is to attract more people to watch the event. As a result, marketing strategy is important because it ensures that customers understand the match to be played.
Advertising Marketing
Advertising is a marketing strategy where a business communicates directly to the target market using media sources such as television, radio, and print. It is among the strategies used to market the super bowl event in February 2022. According to Paris, Biekert, and Bloomberg (2022), This season has seen an increase in the number of people watching NFL games, with around 49 million people tuning in to watch each of the playoff games on the previous Sunday. In addition, the game was broadcasted on NBC, and the network sold more than 70 ads, with each 30-second spot going for $6.5 million. With this marketing strategy, it is anticipated that the number of people attending and watching the event will increase.
NFL used TV commercials to market the Super Bowl LVI event, as displayed on their website. One of the commercials adopted was “bring the house down.” They were able to meet their key audience even after the event by successfully utilizing Bring down the House elements (National Football League, 2022). They did this by telling stories and extending the sport’s lifeline in highly engaging ways, particularly among younger audiences on TikTok and Instagram. The purpose was to ensure that the game became part of the fans and people who like watching sports such as the super bowl. The type of TV commercials provided a great platform for marketing the events to attract and appeal to the audience in the US and across the globe.
Moreover, the content generated to advertise the event was interesting and attractive. TV commercials such as bring the house down tend to appeal to children and youths. As shown on the NFL website, the video starts with two teenagers, a boy and a girl playing a super bowl video game in the house (National Football League, 2022). This commercial advertisement aims to attract many views and ensure that the intended message reaches the audience. In addition, it is believed that the video was likely to drive traffic on TV and social media sites as many people post their experiences and comments on others. Therefore, the main content must resonate with the audience for marketing to be effective.
Promotion Marketing
Buffalo Wild Wings
Promotion is a marketing strategy conducted to inform, persuade, and influence potential customers’ opinions to purchase a specific product or service. There are several promotional activities undertaken during the super bowl event. Firstly, Buffalo Wild Wings celebrated the football’s biggest game with hot and spicy deals. They promised to give everyone in North America six free wings if the game went overtime. In addition to this, about two weeks after the game, on February 28, everyone in the US and Canada can go to the restaurant from 4 to 7 p.m. and get six free boneless or regular wings. The offer was available for both eating in and taking out. The organization used the deals to attract people to taste their product offering to the market.
Chipotle
Chipotle used the event to promote its products to the people. They offered one of the fancy deals for people in the event’s name. For example, when placing an order through the Chipotle app or Chipotle.com between February 9 and February 13, customers would be eligible to receive a free small side or free topping of queso with their purchase (Weiss, 2022). When an individual purchases a meal at regular pricing, they have to do to get the discount is applied the promo code QBLANCO. This strategy was used to increase the number of people buying their products (Weiss, 2022). As a result, Chipotle took advantage of the event to market its products to the people, especially those eagerly waiting.
7-Eleven
7-Eleven is among the businesses that promoted its products during the super bowl event. They developed appealing messages: “free pizza feels just as good as watching your favorite team score a touchdown” (Weiss, 2022). On the day of the event, 7-Eleven promised to give fans a free large 7-meat, cheese, or pepperoni pizza delivered at their door. In addition, the main objective of using this strategy is to promote the brand. The event gives the business a vital opportunity to create relationships and trust with prospective customers by providing a personal touch that digital frequently lacks (Weiss, 2022). During the event, the people would directly engage with its products and gain a sense of their brand personality.
Fatburger
Fatburger used the super bowl event to market its product offering to the people. The burger chain on the West Coast stated that they were going to give away 56 free burgers to fortunate fans each hour during the game (Weiss, 2022). The condition was that fans who were watching should keep one eye on the TV and the other on Fatburger’s Instagram account to win. In addition, the brand was going to post a special code on its Stories every hour. Based on this, the first 56 people who would be able to order online and use the code would get a free original Fatburger. The promotion starts at 3:30 p.m. PT on the day of the event and goes until 6:30 p.m. PT (Weiss, 2022). Therefore, Fatburger used the strategy during the event because it would be able to reach many people and promote its product and brand.
McDonald’s
The company took advantage of the super bowl event to promote its product offering to the people. The February 13 game provided a platform for the fast-food maverick to interact with potential customers from across the globe (Weiss, 2022). With a distinct delivery deal for the weekend, the fast-food chain ensured the event fans did not miss any of the commercials. In the deal, if a fan orders anything from DoorDash that costs $15 or more, McDonald’s would give them a free 20-piece order of chicken nuggets (Weiss, 2022). From February 10 to 13, an individual should use the code KICKOFF on DoorDash to get the deal. The event allowed McDonald’s to engage with people and give their offerings effectively.
Wendy’s
The super bowl event provided a platform for a business like Wendy’s. To use the opportunity, the business decided to offer discounts to customers. From February 10 to February 14, an individual could get 25% off any delivery of $15 or more on Grubhub (Weiss, 2022). In addition, from February 12 to February 20, one was able to get a free Hot Honey Spicy Chicken Sandwich with any Doordash order of at least $15. From February 14 to February 27, you can get $5 off any in-app delivery order of $10 or more (Weiss, 2022). The deal was available to everyone whether their team won or lost. The game enabled Wendy’s to interact with a large audience both from the stadium and those watching through the TV across the globe.
Pollo Campero
Pollo Campero used the event to reach out to its potential customers in the US and other countries across the globe. Like other chains, the business wanted to promote its e-business and products to the customers through a discount. For an order made through its website and Pollo Campero app, the chicken chain gave a $5 off on orders costing $25 or more (Weiss, 2022). Individuals were required to type in RUSH25 if they needed a good deal for Valentine’s Day. With this strategy, Pollo Campero has a chance to meet its customers and display its brand to a large audience during and after the game. This was a great way to get customers and potential prospects to discover the brand and advertise the product.
Panda Express
Different food chains made use of the event to promote their brand. Panda Express was one of the chains that used the game to reach out to its potential customers and increase the sale of its products (Weiss, 2022). To achieve this, as shown in the figure below, during the event, Panda Express ran a promotion where customers were to purchase a Family Meal for $29, which includes three entrées and two sides of their choosing and receive free delivery (Weiss, 2022). Riding on the mode of the super bowl event and discount offer, the chain was sure that many people would order their products. Promoting a product during an event such as the super bowl is integral because it creates memorable impressions and establishes relationships that cannot be formed through any marketing strategy.
It’s Just Wings
The other food chain that used the super bowl event was It’s Just Wings. The main message for this marketing was that “Nothing says game-day more than messy and saucy chicken wings” (Weiss, 2022). The intention was to capture the attention of the potential customers who are also fans of the super bowl. Coupled with this, the chain offered a deal through a discount in the name of the event. Customers have until February 16 to take advantage of UberEats’s free delivery offer when they purchase at least $15 using the app (Weiss, 2022). In this deal, the fans may choose from eleven distinct sauces as part of the limited-time offer, and they also receive complimentary ranch dressing and fries with every order.
DiGiorno
The fast-food chain used the super bowl event to reach its customers through the game’s fans. As shown in the figure below, the fans were eligible to get a free pizza from DiGiorno if the score during Super Bowl LVI matched the first three digits of Pi, which are 3-14 (Weiss, 2022). To qualify for the prize, they must go online between February 6 and the day of the game. The winners were to receive a coupon for a free DiGiorno pizza, which can be redeemed at any participating location (Weiss, 2022). The main purpose of this kind of marketing is to engage and interact with various customers and prospects. During the games, the chain can get the attention of many people either through TV or online platforms.
Sponsorship Marketing
Pepsi
Sponsorship is an increasingly popular marketing technique most businesses use to gain a competitive advantage in the market. In this event, the first sponsorship marketing involved Pepsi taking over the half-time session (Poggy, 2022). In addition, Pepsi, the NFL, and Roc Nation announced that Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar would perform at the Pepsi Super Bowl LVI Halftime Show at SoFi Stadium on February 13 on NBC and Telemundo and streaming live on Peacock (Poggy, 2022). This indicates that Pepsi sponsored the event in return for an opportunity to market its products to potential consumers. As a result, sponsorship marketing enables two or more organizations to benefit.
Nike, New Era, and Fanatics Branded
NFL shop provides a platform for marketing other apparel brands in the market. One of the organizations that used the platform during the event was Nike, New Era, Fanatics Branded, and many more (Poggy, 2022). As a global apparel producer, it took advantage of the opportunity to promote its products to potential customers during the event. Based on this, the shop is a source for the top selection of officially licensed NFL apparel and gear for all 32 teams playing in the league (Poggy, 2022). In addition, it provided a good platform for the organizations to promote their products and increase their sales. For example, fans would purchase the items from the NFL shop. Thus, Nike, New Era, and others were allowed to market and sell their apparel by sponsoring the event.
Amazon
Amazon is among the sponsors featured in the super bowl event to promote their products. It was given 60-second commercial airtime in the fourth quarter of the game to promote its Alexa device (Poggy, 2022). In the ad, Colin Jost states that Alexa can read the mind of Scarlett Johansson and her husband by interjecting some paranoia into their relationship. In addition, the company used the opportunity to air its Amazon Prime Videos during the super bowl. One of the ads promoted the “Thursday Night Football,” which will shift from fox to prime videos during the fall. The other ad was a teaser trailer featuring the “Lord of The Ring: The Rings of Power” (Poggy, 2022). Therefore, Amazon believes that the event provides a platform to reach many audiences and attract more customers for their products.
AMC Networks
AMC Networks is one of the organizations that sponsored the event in exchange for a marketing advantage. It was given one 30-second spot in the second half of the game. During the spot, the company promoted its AMC+ streaming service, and the new programming is yet to be released in 2022 (Poggy, 2022). For example, one such program included Anne Rice’s interview with the Vampire. In addition, the spot captured a recording of the final season of “Better Call Saul” and also promoted the final seasons of “Killing Eve” and “The Walking Dead” (Poggy, 2022). AMC Networks understand that the event attracts many people, from those in the stadium to those watching through the screens. As a result, a spot to market a promotion was beneficial to the company.
Anheuser-Busch InBev
The company sponsored the event to get a spot to market its products. The brewer managed to air six super bowl ads in 4 minutes of commercial time during the game (Poggy, 2022). The commercial covered the return of Budweiser. It captures the emotional formula the brand has been known for in its super bowl adverts. For example, the Cutwater Spirits were promoted for the first time in a super bowl event after the restriction was lifted by the NFL in 2017 (Poggy, 2022). AB InBev used the Super Bowl to build awareness for its brands on a broader scale. In addition, the organization developed a series of content to help market its products during the event. Therefore, the 4-minute brand spot given to the Anheuser-Busch InBev was integral for different marketing products.
Avocados from Mexico
The organization used the super bowl event to promote its products. It was given a 30-second spot during the first quarter. This was considered a comeback after the company could not feature in the 2021 super bowl events (Poggy, 2022). In the commercial launched on February 8, 2022, Avocados from Mexico transports us to a tailgate party during the time of the Roman Empire. Additionally, there are references made to teams in the NFL that did not advance to the Super Bowl, and the character of Julius Caesar, who Andy Richter portrays, expresses how much he enjoys avocados in salads (Poggy, 2022). The organization wanted the audience to know about its products and their taste. As a result, the ad aims to promote the avocados being sold by the company.
BMW
The automotive company was among the sponsors of the super bowl and was given a spot to market its brand. It first appeared at the event in 2015 with a 60-second advert in the first quarter (Poggy, 2022). The spot plugged BMW electric vehicles through a teaser known as the Zeus project. The teaser featured celebrities such as Arnold Schwarzenegger playing the character Zeus and Salma Hayek Pinault playing the role of Hera. The super bowl event was a platform marketing BMW vehicles to the viewers in the stadium and others watching in different places in the US and across the globe (Poggy, 2022). Furthermore, using the provided spot, the company could show viewers that electric vehicles are manufacturers. Marketing during an event that attracts many people benefits the organization.
Expedia
The online travel agency was among the major sponsors of the super bowl event. To benefit from the game, Expedia was given a 30-second spot in the first quarter of the game to run its advert (Poggy, 2022). Due to the effects of the ongoing pandemic, the agency was hoping to capture more markets and grow brand awareness. Gieselman, the president of Expedia Brands, said, “the spot, which stars actor Ewan McGregor, will provide the “creative platform” for the company to lean into for the next couple of years” (Poggy, 2022). In addition, he believed that the super bowl event would allow the agency to reach the target audience and promote its brand. As a result, the agency used the event to market its services to the people.
General Motors
The automotive manufacturer has been sponsoring the super bowl events for several years. This is the third year the organization has been supporting the event to get some commercials to market its products. In return, it was given a single 60-second ad to run in the third quarter (Poggy, 2022). With the spot, the company brought back “Austin Powers,” where Mike Myers and Rob Lowe, who were in the movie from the beginning, will reprise their roles. In a teaser on February 9, Myers plays Dr. Evil again, who takes over General Motors’ office (Poggy, 2022). These activities were conducted to excite the people and create brand awareness. During the super bowl event, General Motors had the chance to reach its customers and prospects as fans of the game.
Social Media Marketing
In the contemporary world, social media marketing is becoming more popular due to an increase in online users. Businesses are now using social media sites such as Facebook, Instagram, Twitter, and many more. For example, during Super Bowl LVI held on February 13, when the Rams defeated the Bengals 23–20 at SoFi Stadium in Los Angeles, many fans took to social media sites such as Facebook and Instagram to share their excitement (Weiss, 2022). On Facebook, there were millions of individuals participating from across the world, which is enough people to fill the stadium over 900 times (Weiss, 2022). In addition, Instagram had several million new users who joined the conversation. As a result, social media has become an important marketing platform for businesses due to this traffic and the ability to interact and engage many people.
Instagram Advertising
During the super bowl event, LVI, several companies used their social media platforms to interact with their followers. For example, it’s Just Wings used its Instagram page to market its products. As shown in the figure below, different types of foods are available for fans who would take advantage of the deals and grab a meal. This indicates that more than 17,000 followers of the chain on Instagram were able to view the products (Weiss, 2022). Moreover, with the mood of the game, the chain wanted to meet as many people as possible to drive traffic through their page. Thus, the business aimed to attract more prospects because the event has many fans in the US and across the globe.
Panda Express is among the food chain using social media marketing to promote its products. As shown in the figure below, during the super bowl event, the business used its Instagram page to reach out to its 252,000 followers (Weiss, 2022). The Super Bowl is the annual athletic event that gets the most viewers throughout the world. This is primarily attributable to the massive audiences in the US, while a growing coverage is high in Europe. The chain used the super bowl event’s popularity to attract more followers to its page. This is because the game allows the business to meet its customers from across the globe. Therefore, Panda Express’s Instagram page was integral in marketing its products during the event.
Facebook Advertising
Facebook is one of the companies that used the event to market itself and increase its popularity. The organization released a product that allows users to customize their online avatars with virtual NFL apparel (Weiss, 2022). This announcement was the first teaser for the firm’s plans to air commercials during the Super Bowl. The update did not include a preview of the company’s commercial during the Super Bowl. Additionally, the organization used the event to popularize its brand and drive traffic through its platform. The game was a good platform for the organization to meet its prospects effectively. Therefore, Facebook took advantage of the super bowl game to promote its brand.
Facebook released a teaser for its first commercial during the Super Bowl event, with Chris Rock and Sylvester Stallone. In order to promote Facebook Groups, the social networking service recruited the comedian, who is 54 years old, and the actor, who is 73 years old (Weiss, 2022). The commercial, which took 60 seconds long, was expected to debut during the fourth quarter of the NFL championship game. According to a press release from Facebook, the commercial’s goal was to spotlight Facebook Group members and celebrate the power of individuals coming together through shared interests and experiences (Weiss, 2022). In addition, this was to send the message that Facebook is a platform where people can interact and share information.
Facebook has formed a partnership with the National Football League (NFL) to provide a variety of options for football fans to participate across Facebook and other pages. The primary purpose of this partnership is to get people talking on Facebook prior to, during, and after the Super Bowl event (Weiss, 2022). Fans of the Super Bowl can find various Super Bowl stickers and filters within Messenger, in addition to Facebook’s curation of all content related to the Super Bowl for users who use a hashtag on super bowl. As a result, the stickers and filters enable customers to imagine oneself as a Buccaneer or Chief in image or video calls with their friends.
Twitter advertising
PepsiCo is one of the companies that used the super bowl event to market its products through its Twitter handle. As shown in the figure below, Mountain Dew has an ad for the game featuring WWE star and actor John Cena and launched $1 million lotteries on Twitter (Liffreing, 2021). The first person to accurately count the number of Mountain Dew Melon bottles in a 30-second ad would win. In addition, the spot was running in the first quarter of the game, including “millions of bottles,” and players would get three predictions with the hashtag #MtnDewMajorMelon (Liffreing, 2021). The company used its Twitter handle to inform its followers about commercials during the event. As a result, the company wanted to reach its potential customers in the market.
During the Super Bowl event, Verizon’s ad highlights how its 5G technology may enhance gaming. The company made a significant effort to promote Fortnite’s social features across various social media platforms. In the online game Fortnite, the organization collaborated with Epic Games to build a virtual 5G stadium, as shown in the figure below (Liffreing, 2021). In addition, the company worked with several professional gamers and NFL players to Livestream their experiences playing in the stadium in the week leading up to the Super Bowl. Players have the opportunity to win rewards such as a meet and greet with real NFL players in a virtual setting (Liffreing, 2021). Therefore, Twitter provided a platform for Verizon to market its products.
Celebrity Marketing
During the super bowl LVI event, celebrity marketing was evident in most marketing ads. The game was exciting and close on the field, with the Rams beating the Bengals in the last minute at their home field, SoFi Stadium (Poggy, 2022). The Pepsi Super Bowl LVI Halftime Show got a lot of reviews on Twitter because it featured Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, Eminem, 50 Cent, and Anderson Paak as surprise guests. Most people were pleased with the entertainment during the half-time show (Poggy, 2022). This is a good news for the organization because it attracted the attention of fans and viewers across the globe. The celebrities played an integral role in making the event memorable.
In the same event, Ewan McGregor was engaged to help Expedia communicate with its followers. The actor partnered with Expedia to remind fans of the Super Bowl that experiences are more valuable than tangible goods (Liffreing, 2021). If the followers of Expedia paid attention to the commercials and the company’s Twitter feed, they would have the opportunity to earn travel points worth thousands of dollars that would be used toward future trips. In this case, the celebrity was used to attract the attention of the followers and convey the intended message during the game. As a result, Expedia used celebrity marketing to drive traffic on their social media page and convey a message to followers.
Michelob Ultra used Serena Williams to enhance credibility and gain visibility for its commercials to be played during the super bowl event. Prior to the game, a commercial for the 2022 Super Bowl was shown. Celebrities like Serena Williams from tennis, Peyton Manning from football, and Jimmy Butler from basketball were in the ad (Kimble, 2022). The commercial is set in a bowling alley called Superior Bowl, where individuals bowl, play pool and order Michelob Ultra. However, towards the end, William appears, which makes everyone look at her (Kimble, 2022). Since celebrities have many followings, featuring in a certain commercial or event is likely to drive traffic. This is impactful to the company because consumers are attracted and tend to copy the behavior of their star.
Conclusion
Event marketing plays an integral role in the success of super bowl games. The main purpose of this marketing approach is to increase demand, build recognition, and expand the number of attendees. It is the process of promoting the goals and brands of an organization by linking them to a certain activity. People go to events to spread the word about their brand, make more sales, and protect their reputation. The Super Bowl is one of the events that companies from all over the world come to when they want to market their products. The game was marketed through social media, marketing, ads and promotions, sponsorships, and marketing with celebrities. Based on this, the NFL advertised the event on TV shows while most of the companies used the time to advertise their products.
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