Every year, brands pour millions into a single Super Bowl ad. This year, a 30-second spot will cost $8M USD ($11M CAD). The question is: What if we invested that money in experiences that don’t just get eyeballs—they create advocates?
Instead of passive impressions, imagine high-impact, multi-touchpoint marketing that creates real consumer connections. Here’s what $11M could do instead (and of course even with $1M, a scaled down version of the below can drive mammoth ROI):
1. Tour North America with Custom Mobile Experiences
- Multiple immersive, mobile brand experiences touring North America simultaneously.
- Engaging over 100,000 consumers in person through dynamic sampling, VR experiences, and influencer content, delivering high-quality, 1:1 interaction where consumers experience the brand firsthand.
- Generating 20M+ impressions and a 10% lift in brand love.
- Ideal for CPG, tech, or lifestyle brands looking to create buzz, trial, and shareable content.
- Sales attribution & conversion tracking: Mobile tours can integrate retail partnerships, QR codes, and digital coupons, linking engagement directly to sales.
- Data collection & lead generation: Capturing consumer insights via scannable interactions, opt-ins, and loyalty program sign-ups enables remarketing beyond a single ad view.
- Bottom line: Shifting from 30 seconds of passive exposure to an ongoing national roadshow delivers measurable ROI, builds consumer trust, and drives trial-to-sale conversion.
2. Ultra-Exclusive VIP Experiences That Money Can’t Buy
- Build & execute an entire festival: Own the greatest talent lineup, experiences, and F&B integration.
- Create 5-6 ultra-exclusive VIP events across the globe – Think F1 partnerships, Coachella Ultra-Lounge, or private yacht experiences.
- Revolutionize B2B hospitality: Make invite-only events legendary, building true loyalty and conversion opportunities.
- Perfect for luxury, automotive, spirits, or hospitality brands looking to elevate brand prestige and cultivate high-value relationships.
- Takeaway: Instead of just hosting people, $11M lets a brand own the space at the highest profile places and redefine how VIP experiences drive business impact.
3. Own a sport with a B2B/B2C Hybrid Sponsorship Activation
- Grassroots to pro-level integration: Partner with youth leagues, universities, and professional teams to create an always-on coast-to-coast sponsorship platform.
- Live fan experiences: Exclusive in-stadium fan zones, on-field access, and immersive tech integrations.
- Content-driven storytelling: Own player journeys, behind-the-scenes documentaries, and interactive fan engagement campaigns.
- Retail & digital tie-ins: Launch an exclusive co-branded product line, merch drops, and limited-edition collabs.
- Meaning, with $11M, a brand doesn’t just "sponsor" a sport—it BECOMES the sport.
4. Hyper-Personalized, High Impact Experiential Activations
- Bring localized events, product demos, and geo-targeted digital amplification to life—meeting consumers where they are, when it matters most.
- Hit 50+ cities with localized events, product demos, and geo-targeted digital amplification.
- Scale the impact with localized partnerships, influencer collaborations, and community-driven engagement.
- Ideal for brands with diverse regional audiences needing tailored experiences.
- Trackability & Data Capture: Unlike a TV spot, experiential allows brands to track engagement, conversions, and retarget audiences long after the activation ends.
- Impact: Instead of a broad, one-size-fits-all campaign, customized activations create deep, localized engagement that resonates with regional audiences. By meeting consumers where they are, brands drive stronger brand affinity, immediate trial-to-purchase conversions, and a lasting presence in key markets.
Final Thought: The Power of Smart Reallocation
At XMC, we know that experience is everything. Consumers don’t just want ads—they want to be part of something real. A study by Reach3 Insights found that 69% of consumers prefer brand experiences over traditional advertising.
In a world where experiences are the new currency of engagement, isn’t it time to rethink where we invest our marketing dollars? Let’s build moments that matter. Who’s with us? ????
Great read! Thanks XMC