$8 million. That’s how much one 30-second ad during the Super Bowl costs.

With several million on the line (not including production or other ad package costs), brands that advertise during the Super Bowl need to maximize those spots as much as possible. How can brands start building anticipation before the big game and keep conversations going as long after as possible?

We asked our leadership team, and here’s what they recommend to maximize a Super Bowl spot.

Social Media

Successful brands use their investment to spark something bigger and more impactful, achieving both the scale and reach provided with a Super Bowl spot and creating authentic moments of interaction and honest conversation. 

I'll look for brands willing to go beyond the broadcast experience by dropping teasers and extended cuts, igniting real-time engagement, and maintaining momentum long after the final whistle. The most effective brands will activate influencers, motivate waves of user-generated content, launch interactive challenges, and adapt in real time to join cultural moments across various platforms. 

The teams that treat their spot as the core piece of something larger (not just a one-time event) will be the true MVPs on Sunday night and beyond.

Public Relations

A well-executed PR strategy ensures that an event’s impact goes far beyond its actual duration, driving brand awareness and long-term engagement. Therefore, PR is essential before, during, and after an event to maximize visibility, engagement, and long-term impact. 

Before

Super Bowl commercials are one of the few remaining appointment television moments left. During the initial blue sky brainstorming session, bring PR into the fold. Are there myths or perceptions about your brand you want to dispel? Little known facts you want the world to know? A cause you’d like to champion? 

PR will have its finger on the pulse of your brand’s perception and trends relevant to your target audience to tap into because that’s the content they share with journalists every day.

In addition, PR should work hand-in-hand with other teams to build anticipation before showtime, like behind-the-scenes content, and pitch stories to trade and consumer media.

During

PR can help increase media mentions and brand sentiment and, depending on your spot, field incoming queries in real-time during the game. Make sure your spokespeople are prepped and key messages are ready to go!

After

Repurpose earned media for owned or paid content opportunities, leaning on the third-party credibility of earned media and guaranteed visibility/trackability of owned/paid channels. You can also include the spot in media pitches when appropriate. Create case studies to wow potential clients or submit them for industry award opportunities. 

Congratulations, you did it! Now celebrate pulling off the impossible with your team and share internally to boost employee morale. 

Media

Create a pre-game buzz and tease your Superbowl ad with short, platform-specific content on social media and digital platforms. Use hashtags, influencers, or behind-the-scenes footage to generate excitement and anticipation.

During the game, brands can amplify their ads with real-time social media interaction on Twitter or TikTok for live commentary, audience polls, or creative extensions of their spot to keep the conversation going. Release extended cuts, "making-of" videos, or interactive experiences to deepen the story on owned platforms like a website or social channels.

Recut ads into shorter versions tailored for CTV, digital, and social platforms, making sure the content is optimized for mobile consumption. Supplement this with targeted programmatic media to reinforce the message to key audiences

Going even bigger, tie the ad to a larger initiative. Link the spot to a cause, product launch, or loyalty program that can extend and sustain relevance. Use email, in-store displays, and experiential activations to turn the campaign into a multi-channel journey.

Strategy

Release teaser content early to build intrigue. If using a celebrity, create a narrative they can use on their personal channels to create buzz leading up to any announcements or releases. In that same vein, share story exclusives with trade publications and top-tier consumer outlets (TODAY Show, Good Morning America) the week before the Super Bowl for exposure, as early as the Monday or Tuesday before, to maximize consumer and trade coverage. Social should start early as well and provide something additional to the spot.

Create fully integrated programming for Super Bowl week that supports the spot's message and touches all aspects of the journey. This can include social content extensions, stunts or pop-ups, integrations into brand apps or experiences, or a landing page with deeper experience.

Engage on social media in real-time during the Super Bowl, then follow up after the game with behind-the-scenes content from the spot that continues the buzz. Retarget those users with another ad or email a special offer, especially if the spot features a QR code or drives viewers to the website. Most brands miss the opportunity to continue buzz the day after. Dunkin Donuts crushed it last year with BTS content.

As part of the advertising industry, we’re excited to see what this year has in store during the big game. Until then, take a look at some of our reactions to spots that have already been released.