Brands bring?Big Game dreams to TikTok
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Brands skipping Big Game ads turn to TikTok
By Ilyse Liffreing
Hyundai joins several automakers this year in not airing a Super Bowl LVII ad, but that doesn’t mean the automaker is sitting on the sidelines. TikTok is one place football fans can find a large marketing push for Hyundai’s new electric Ioniq 6 campaign, in which Kevin Bacon and his daughter, Sosie Bacon, play up their father-daughter dynamic — something the duo has become known for on social media.
Hyundai joins several other Super Bowl darlings — State Farm and FedEx included — in turning to TikTok to capture fans around and during the game on secondary devices, instead of shelling out $7 million for a prime-time spot during the Sunday spectacle, when the Kansas City Chiefs will take on the Philadelphia Eagles.
“We do love Super Bowl; it’s just these days, we have to think about being in a lot of places and how to spend our money efficiently,” Angela Zepeda, chief marketing officer at Hyundai, tells The Current. “It’s a heavy time of year for people being on TikTok. [Viewers] are on multiple screens because of the Super Bowl, and we just want to be there to be part of the conversation.”
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Just briefly
Hyundai Chief Marketing Officer Angela Zepeda joins The Current Podcast to talk about breaking barriers in the corporate world, electric vehicles, and not advertising during the Super Bowl.
We are far past the days when insertion orders were a thing. Today, there are many ways ads are purchased programmatically. We break down the difference between PG and PMP deals in our latest What the Tech.
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Big Game ad trends in 2023: Beer brands bubble up and cross-branding wins
By Chris Brooklier
What a difference a year makes. After cryptocurrency brought big money into the Super Bowl ad space last year, more traditional brands are taking charge for Super Bowl LVII. So, gone are the crypto spots, replaced by a bevy of beer ads.
For the first time in 33 years, Anheuser-Busch released its exclusivity rights as the sole beer sponsor, opening up the chance for multiple beer brands to advertise during the Big Game. And advertise they will. Heineken and Molson Coors-owned brands Coors Light and Miller Lite are joining Anheuser-Busch-owned brands Bud Light, Michelob Light, and Busch Light with spots in the game. This year, some 30-second spots are reportedly going for over $7 million, a record-high price overtaking that of the Super Bowl LVI, when ads went for $6.5 million.
Beer brands raise the bar
Miller Lite and Coors Light are teaming up with DraftKings on an interactive ad where viewers can bet on what will happen during the commercial. Winners will share the $500,000 prize, which DraftKings says is the largest nonsport contest in the company’s history. For Molson Coors, which created the ad with Droga5, putting a stamp on an innovative ad was important.
“After being shut out of the Big Game for more than 30 years, we wanted to do something that had never been done before,” Molson Coors’ chief marketing officer Michelle St. Jacques said in a statement. “By giving people the chance to predict every detail of the ad before it even runs, we’re bringing our fans along for the ride and getting them just as excited about our return to the big stage as we are.”
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