Leveraging the 'YouTube Effect' for my Super Bowl Ad

As the lights come down on yet another Super Bowl, it also marks the end of countless hours, meetings and approvals for those who work in marketing as those half time ads become 'top 10 lists' on YouTube for years to come.

And whilst I haven't overseen nor directed a halftime ad (yet), having worked in this line of business there are some core considerations you'd look to incorporate and others to help take my own Super Bowl ad to the 'next level' (yes, I went there).

So what are the considerations. Super Bowl ads are all about generating impact during your allotted time that you've been able to afford. After all, this ain't cheap. To generate that desired impact you want to be engaging, entertaining and of course most importantly, memorable.

This can be achieved in a number of ways as we've seen over the years by using nostalgia (Verizon did this brilliantly by bringing back Jim Carrey's Cable Guy character), high profile celebrity cameos (the list here is almost endless but the now famous pairing of Micheal Jordan and Larry Bird does top the list for me) keep people invested and wanting to know who will be popping up for which brand. Tone of voice is hugely important and we have seen a shift in recent years. When Trump was elected we saw brands taking a stance and showcasing the importance of equality and diversity. A message that was strongly communicated by brands such as Patagonia and Nike. Though recently we have seen brands revert back to the more conventional use of humour to generate that cut through they seek and to generate quotable moments (Budweiser probably most famously capturing this with their 'wazzzza' ad which was repeated around schools and offices the world over).

Lastly, and most importantly, is the wider ecosystem. Whilst a brand can look to earn additional media as people take to social to share their love (or distaste) for the latest spot, they know the importance of sending viewers down the funnel and to a landing page or social channels to continue the conversation or even convert to purchase. 84 Lumbers did this superbly in 2017 with their 'The Journey Begins' ad and most recently Coinbase, with their bouncing QR code managed to "break the internet". Both didn't come without their set backs as in both cases their respective sites crashed as they were overloaded with site traffic and in doing so missed the opportunity to maximise the huge traffic to their digital properties, essentially the focal point of both campaigns.

Of course their are other factors that need to be considered such as budget, timings, media spot (when your ad will actually run) but for the sake of 'creative freedom' we are going to forgo taking a deeper dive into these areas, for now.

So what does this all mean for my Super Bowl ad I hear you cry into your morning cup of coffee or afternoon tea?

As we have outlined, be it briefly above, it's all about generating cut through and impact. This can be achieved in a number of ways, humour, nostalgia, huge budgets to generate VFX and more cameos than Tom Brady has Super Bowl rings (it's seven by the way).

And here lies my take. The secret sauce to success for future Super Bowl ads of 2023 and beyond. The aspect of leveraging influencers, and more specifically those who've built out huge platforms on YouTube. The likes of Dude Perfect and PewDiePie have captive audiences in the millions. Videos gaining huge viewing figures (in the millions, not thousands), with a massive global reach. This swiftly brings me onto MrBeast. One of the biggest creators on the platform. Each video surpassing the 50million views mark and usually creeping up to the 200million mark over time. It's safe to say that MrBeast and his team know this space well.

The content also taps into trends. His version of 'Squid Game' took the hugely global successful Netflix show and added his own twist. It showed that he could adapt quickly to trends and pull through the humour for his own version. He also understands the challenges that people face day-to-day. Pumping millions of dollars into his Philanthropy projects. This showcases his empathy and understanding of wider challenges, often tailoring his own tone of voice to match the narrative he's telling. Lastly, due to his continued growth and success, MrBeast and team know how to put on a show. Budgets are often huge, which requires a large amount of pre planning to ensure a smooth shoot.

And this is not a space he hasn't already tried to infiltrate before. In 2019, he wore t-shirts to encourage others to subscribe to PewDiePie which gained a huge amount of traction from press outlets such as The Verge and ESPN, all the way through to various social coverage on Reddit and Twitter. He has even stated that he would 'direct' a ad for the Super Bowl.

By bringing the various disciplines together of Creative Agency, Client and YouTube Star Power, you get a melting pot for success. The ability to leverage star power within a sector that still seems to be partly shunned from various sectors (music, product and traditional marketing) can bring huge success. We've seen the likes of Gymshark lean heavily into the use of various influencers to further widen their net and to huge success. Using MrBeast seems like a no brainer.

Marry this with a wealthy investment in the wider digital ecosystem that supports the main spot during the newly created Super Bowl ad ie website landing page so it doesn't crash, then you'll be taking the final product to the 'next level' (yep, thats twice now), far beyond what has been seen currently.

And whilst this isn't groundbreaking it is amazing how it is an opportunity to connect with a huge audience that sits far beyond that of traditional TV. Who will look for the cameo appearance of other YouTubers. Who will excitedly want to know which brand is at the centre of the campaign. How the narrative will unfold over 60 seconds and will light up social channels around the world to share their thoughts on the latest spot.

This is the future (well, maybe).