Super Bowl LIX: A Focus on Experiential Marketing
Super Bowl LIX is just around the corner, representing a pivotal moment for event staffing networks, as a multitude of brand activations demand specialized staffing solutions. The Super Bowl is more than just a game; it's a major cultural event and one of the biggest chances for brands to connect with a large number of people. This year, nearly 50 brands are prepared to impress us with their Super Bowl advertisements, all of which are hoping to achieve more than just a brief moment of fame.
According to Forbes, a 30-second advertisement during the Super Bowl in 2024 costs almost $7 million. With the cost of a 30-second Super Bowl commercial soaring to over $8 million this year, plenty of brands are exploring innovative alternatives to conventional advertising to connect with consumers more meaningfully. Here is where experiential marketing becomes relevant.
Why Experiential Marketing?
Even though TV commercials are a big deal during the Super Bowl, not every brand can afford those prime spots. With the Super Bowl fun happening, brands are using cool marketing tricks to connect with an audience that's not just sitting back but really getting into the whole experience. Event staffing coordinators are super important for pulling off these activations, making sure brands deliver smooth and fun experiences for everyone involved.
Brands are utilizing experiential marketing to increase engagement as event staffing industry trends continue to change. Experiential marketing offers a more cost-effective yet incredibly powerful alternative, allowing brands to engage directly with attendees through live events or activations. Live event staffing is essential as it ensures smooth execution and professional engagement with consumers. Before the big game starts, marketers can connect with customers in exciting and engaging ways through fan festivals, brand-sponsored events, and interactive experiences. These activations provide consumers with meaningful, real-world experiences that resonate with them, rather than just a brief moment on television.
According to studies, 98% of consumers are more likely to make a purchase after taking part in an activation, and 74% consumers are more likely to buy products after participating in an experience marketing campaign. These numbers demonstrate that, by forging a real, emotional bond between the brand and the customer, experiential marketing can frequently be just as successful as traditional advertising, if not more so.
Experiential Activations at the Super Bowl
Pepsi’s NOLA Eats Fest
Pepsi is bringing its “Food Deserves Pepsi” campaign to life with the Pepsi NOLA Eats Fest, a two-day food festival at Woldenberg Riverfront Park from the 7th - 8th of February. Celebrating New Orleans’ vibrant culinary scene, the event features live music, local flavors, and Drips by Pepsi products. The highlight is the Pepsi Super Bowl Boil, where top seafood boil restaurants will compete in a fan-voted showdown, blending food, entertainment, and brand engagement ahead of the big game.
Captain Morgan’s Rum Street Takeover
Captain Morgan is transforming Bourbon Street into "Rum Street" for Super Bowl week, reinforcing its "spicing things up" brand positioning. The activation includes a headline concert by T-Pain, $10 giveaways for on-site visitors, and interactive promotions tied to the ‘Rum Street’ flag, unlocking prizes and surprises when raised. This bold takeover cements Captain Morgan as a brand that brings excitement to every occasion.
Booking.com’s Madden Cruiser Experience
Booking.com is merging nostalgia with VIP access by offering lucky travelers a ride in the legendary Madden Cruiser, the custom bus once used by football icon John Madden. Fans can book a curated New Orleans experience for $19.87—honoring the year Madden started using the bus—combining football history with exclusive activities, making this activation a seamless blend of travel, sports, and culture
Conclusion
While commercials and experiential marketing each have their unique advantages, the combination of both, often results in the most successful Super Bowl marketing campaigns. Commercials offer instant, mass exposure, while experiential marketing fosters deeper connections and lasting impressions. Investing in experiential activations, such as product sampling, pop-up events, and influencer-driven experiences, is a smart way for brands without the enormous budget for a $8 million commercial to make sure they still take advantage of the Super Bowl's enormous viewership. They establish stronger, one-on-one relationships with customers by producing these unforgettable, participatory events, leaving a lasting impression long after the last whistle sounds.
