What startups can learn from this year’s Super Bowl advertising
Last night was a big night. Not just for football fans, but for all of us who love a good commercial break. I have to admit, while my husband and eldest son were all about the game (as an Eagles family we won’t talk about the result), I was all about the ads… and I wasn't alone. According to a recent survey of over 1,000 US adults by Morning Brew, 76% of likely Super Bowl viewers said they were excited about the commercials, even more so than the halftime show.
Now, I know what you're thinking: "A Super Bowl spot costs over $7 million, there's no way most startups can afford that”, and you’re right. But they don't have to break the bank to learn from the big brands. Let's dive into some of the lessons startups can take away from this year's big game advertising.
Know your audience
Think about who’s watching the Super Bowl - basically everyone. And what are they doing? Eating wings, drinking beer, hanging out with friends, multitasking on multiple devices… it’s why we mostly see brands that appeal to the masses and content that isn’t too niche. Startups need to invest the time to gain a deep grasp of who their target audience is, what their needs and interests are, and where to find them.
Find a universal truth
Turbo Tax hit the nail on the head with their “Don’t do your taxes” campaign by addressing a pain point pretty much everyone can relate to - doing taxes is a hassle. Their solution claims to take that burden away and allow you to spend more time doing what you love. Not to mention it’s tax season, so it’s on our minds. High-growth companies can learn from this by focusing on selling the problem they’re solving, not just touting what their products or services do.
Lean into upper funnel storytelling
Startups often overlook awareness and consideration tactics in their hunt for lower funnel lead gen. But when done right, storytelling can foster trust and build equity, making your audience more likely to convert. Super Bowl commercials are memorable because they tell a story that captures the audience's attention and evokes emotion. Whether it's humor (Doritos, Dunkin’, T-Mobile), awe (Google Pixel), nostalgia (Rakuten), or even confusion (Avocados from Mexico), there’s always a way to humanize a brand and make an audience feel something.
Think 360 and maximize your investment
A smart Super Bowl strategy engages customers beyond just the game. From pre-game teasers, to surround-sound tactics supporting the ad itself, and post-game campaigns that run for weeks after. Early-stage companies should also make the most of their creative and media investments. Don’t just create one-and-done content, tell a narrative over time to increase brand exposure, engage with customers and (hopefully) create buzz.
Make engagement easy
Anyone else notice all the QR codes? Crypto may not have made an appearance (for good reason) but Coinbase clearly started a trend last year. The point is, it facilitates engagement and startups can learn from this. Whether it's an online video, an ebook, or a TikTok, make it clear what action you want the viewer to take and be sure that sharing is simple to extend your reach.
Teamwork makes the dream work
Co-branding during the Super Bowl isn’t common, but this year it was, and it was effective. We saw Netflix come together with General Motors, Heineken promote Marvel’s Ant-Man and other big brands join forces. It meant they could split costs and stand out - a win-win. Startups can also look to strategic partners to co-brand and go to market with, and while they may not have the deep pockets to hire celebrity talent, it’s worth tapping into micro-influencers or social content creators where it makes sense for the customer base.
To wrap up, the Super Bowl is more than just a football game, its advertising at its most extravagant. From understanding your audience, to harnessing emotion and storytelling, maximizing media investments, or teaming up with others, there are lessons startups and high-growth companies can put into action to help them grow their business.
FWIW, my favs from the night were a toss-up between Doritos ‘Try another angle’ and Dunkin’s JLO cameo, but props to Tubi for their streaming interruption.
Also FWIW (according to my husband) there’s money to be made by a startup that teaches NFL referees what a real holding call looks like!
