Year after year I always say that you don't have to be a big brand to jump into the Super Bowl marketing activity. Even if you are a big brand, you don't necessarily have to spend the $4million for a spot in order to engage consumers. The Super Bowl is THE marketing event of the year, after all, and it makes sense to try to leverage all the activity.
Heinz. Granted, this is a big brand but they are being clever with their marketing spend. I was having brunch at a diner over the weekend and caught this little brand message from Heinz ketchup, and then saw it again at another place the next day. What a great way to use a marketing touchpoint to deliver a reminder message! A reminder to include this brand in any Super Bowl party plans. And a reminder to use any kind of touchpoint to promote your message ... this one is just naturally a part of the brand's packaging.
Omaha. Omaha (as in the city) took advantage of Peyton Manning's "Omaha" snap-time code word by donating $800 to his charity for every time he shouts the word (and he shouts it a lot during the course of a game). The brands of Omaha are collaborating on the payment, bringing attention to their businesses during the Super Bowl hype. While this wasn't a contractual deal with PM, he not only gets to go to the Super Bowl now but he also got $25,000 for his charity during the playoff game. And a lot of media coverage as a result.
Entrepreneur. Here's an article I wrote for Entrepreneur magazine, with an attempt to inspire small business owners to tap into the frenzy, particularly those in the metro NY area or one of the team's home towns. Local activity can be quite engaging. Click here to give it a read.
What's your experience? Jim.