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Marketers plan to take full advantage of Super Bowl LVIII’s Las Vegas setting. Marketers are going beyond their usual on-the-ground efforts to run teasers on the Sphere, develop more experiential events, and use city landmarks and impersonation talent to advertise the big game. We are taking advantage of what the city has to offer by expanding our .
For example, Hellmann’s last week became the first Unilever brand to advertise on Sphere with an activation featuring Big Game advertising star Mayo Cat. Audrey Merovczyk, VML’s global chief brand experience officer, explained that the brand did it to “create more hype and buzz” for its Super Bowl efforts, adding Sphere’s appeal and advertising efforts. He explained that it makes sense to expand to cities. Sightseeing around Las Vegas.
Meanwhile, Paramount will highlight its entertainment value with a four-day, block-spanning immersive event called Expedition Vegas for fans outside the city’s Mirage Hotel. “It’s exciting to see so many people flock to Las Vegas, known as an extraordinary tourist destination, at a historically popular time for live sports,” said Josh Line, vice president and chief brand officer, Paramount Global. It is expected that he will participate.” ,on mail.
The line continued: “Our bespoke on-ground activations serve two purposes: They provide Paramount with an unprecedented opportunity to shape memorable fan experiences ahead of multiplatform television broadcasts to every household. They also serve as a place to film and amplify our content, and during Super Bowl week they will have full impact across all of our platforms including TV, streaming and social. I’ll give it to you.”
Among marketers and agency executives, the potential of the Las Vegas setting puts brands in front of fans not just in attendance for the big game, but also fans who happen to be in Las Vegas or who don’t care about the Super Bowl. There is a growing recognition that it is possible.
Lisa Singelin, vice president of celebrity and influencers at Platinum Lie Entertainment, the marketing department’s talent sourcing arm, said “many” of her clients use Las Vegas landmarks to reach younger audiences. and said he has been spreading the message throughout this week.
“Las Vegas is unique in this, and brands are taking full advantage of the city that never sleeps,” Singelin said.
While this setup has the potential to attract more attention to marketers, it also increases competition for attention in the city.
“Las Vegas is a place that ‘never gets dark,’ so it’s difficult to stand out and brands will have to make an extra effort to shine and get noticed,” said Cinzia Crociani, vice president and global executive creative director at McCann. he said in an email. . “This is a good thing. Brands need to be more creative and innovative and extend their campaigns beyond airing commercials.”
Crociani added, “The smartest brands will seek to blend seamlessly into a city’s culture and vibe. I believe influencers will be at the forefront of that, capturing and amplifying the experience and helping brands move beyond Las Vegas. We look forward to ensuring that we can expand that reach beyond that.”
As brands look to get more out of the big game and make the most of the Las Vegas environment, this is a sign that Super Bowl commitments now matter far beyond advertising. Here’s another example.
“For many brands, the Super Bowl remains the ultimate attention-grabbing moment,” Michael Osborn, head of brand strategy at Droga5, said in an email. “But while 30-second spots come with eye-popping costs, marketers and agencies alike know they need to do more to get the most bang for their buck. Masu.”
3 Questions with Julie Alvin, SVP of Content at theSkimm
What are your top priorities for theSkimm’s marketing strategy at this point?
We’ve done a really good job of listening to our audience’s needs and pain points and filling that void. In doing so, we’ve definitely transitioned in this one year of her from presenting herself as this audience’s wise friend to actually presenting herself as her trusted advisor and toolkit. . The way we think about marketing for our audience, launching new products for our audience, and so on, we listen to her in a really unique way. Women want everyday functional support from brands, but they aren’t actually getting it. So in terms of how we position ourselves as a brand, we’ve really stepped into that blank space for her, and that’s what you see in all of our products. I can.
How do you listen when cookies are stripped away and the marketplace becomes highly fragmented?
We have a truly unique relationship with our viewers. We have built a lot of trust with her.they provided [email addresses, insights and other] Information to us. And over time, that created real trust from viewers. In a more direct sense, we are in a very good position as far as the industry is concerned with Google’s cookie depreciation. There are many other brands that are building their businesses on Google’s third-party cookies, information via web traffic, or more broadly, entirely on social. But it’s not the core of our business. The core of our business has always been our newsletter. As a result, we already have this information and don’t need to hunt around for it. Rather than relying on other platforms for information about user data, we actually own this audience.
What about social division? How are you all navigating this situation in terms of speaking to your audience?
We’re talking about social, Instagram and TikTok, which are really entertainment platforms in their own right. The way we embody our strategy varies greatly depending on the platform. Like TikTok, it can be clearly ahead of the curve when it comes to certain trending topics. Rather, it might be jumping to a certain trending sound. So the idea is that we’re trying to stay the same brand on all these platforms, but it manifests itself in different ways based on what the audience wants on each platform. — Kimeco McCoy
In terms of numbers
The influencer and creator economy is maturing, with the industry expected to be worth around $480 billion by 2027, according to multiple reports. But a new report from creator commerce platform Kajabi finds that the majority of creators earn less than $100,000 a year, making it difficult to earn a sustainable income. See key learnings from the report below.
- For the majority of creators surveyed (66%)their only source of income is brand deals.
- 75% of high earners say they need multiple sources of income to be financially successful as creators.
- 36% We believe the ability to grow our audience will be our biggest challenge in 2024. — Kimeko McCoy
Quote of the week
“In recent weeks, I have had several clients whose eyes light up every time this topic comes up.”
— Media agency buyer requested anonymity when asked how marketers are reacting to Google’s third-party cookies finally collapsing
What we covered
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