29, spanning 2.7 miles along the Tampa Riverwalk and featuring “concerts, food and beverage, sponsor activations, NFL Shop presented by Visa and more,” according to a press release earlier this month from the Super Bowl. “Right now, the plan is there is going to a Super Bowl and there’s going to be a halftime show, and let’s keep planning it knowing things are going to evolve throughout the year,” he said.įor its part, the NFL is moving forward with plans to create a “Super Bowl Experience,” beginning on Jan. PepsiCo-which sponsors the spectacle-is “still actively talking” with the NFL and Jay-Z’s Roc Nation, which has a contract with the league to advise on the selection of the show performers, Todd Kaplan, VP of marketing for PepsiCo’s flagship soda brand, recently told Ad Age. The Super Bowl halftime show would also look a lot different without fans in the stands. But it’s difficult to plan experiential programs without knowing if fans will even be allowed at the game.
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“The word ‘if’ is in every brief-if there is a cure, if there is a vaccine.” Beyond TVĪside from the in-game creative, big National Football League sponsors like PepsiCo and Anheuser-Busch InBev typically take a holistic approach, blending TV ad buys with glitzy on-the-ground events, such as branded concerts. “There is a hedge in every brief,” he adds. “Brands are looking for Super Bowl ideas, but I would say it’s ‘big game’ with lower case letters, meaning nobody is quite sure if it is going to happen.” “We are strategizing about Super Bowl with some brands as we normally would, even though it’s not normal times,” says Rob Schwartz, CEO at TBWA\Chiat\Day New York, whose clients include PepsiCo and Nissan. Vayner ditched the original plans for Scotts and instead leaned in to user-generated content of people enjoying their yards and gardens for the spring campaign. For Scotts Miracle-Gro, the pandemic hit at a critical time of year for the gardening brand-spring planting season. Miaritis points to how VaynerMedia responded when March Madness was canceled at the onset of the coronavirus outbreak. “If the moment doesn’t happen, we will need to create something else around it,” he says. VaynerMedia, which created Big Game spots for Sabra, Hard Rock International and Planters in Super Bowl 2020, is operating as though it is going to happen, says Nick Miaritis, exec VP at the agency. “You have to take a ‘let’s assume it’s happening’ approach, but build backup plans and adjust if things change,” says David Campanelli, chief investment officer, Horizon Media. This means that long before we know whether the Super Bowl will be able to take place, marketers who are considering plopping down about $5.5 million for 30 seconds of air time need to start planning now.
While there are still more than five months until the game, which is supposed to take place at Raymond James Stadium in Tampa, Fla., planning Super Bowl ads often starts just days and weeks after the prior game ends.Īside from the months it takes to shoot 30 or 60 seconds of highly produced, celebrity-fueled creative, Super Bowl campaigns also require intense strategizing involving social media components, trailers for the spots and marketing around the big reveal of the ad.
7 on CBS, but as has been the case for all live events since the coronavirus outbreak, the fate of the Big Game will likely remain a question mark until the league proves it can get through the majority of the season without a major disruption. “Let’s assume it’s happening.” That’s been the motto for advertisers looking to buy sports programming in the COVID era and is the current game plan for those planning to air commercials in the pinnacle of all live TV events-the Super Bowl.
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