After five consecutive years activating on site at the Super Bowl, working with countless big-name athletes and supporting our clients at some of the country’s largest marquee sporting events, Hunter Entertainment is making it official; we’re proud to announce our official extension into the sports world as Hunter Entertainment & Sports. With the biggest event in football right around the corner–one of the largest intersections of traditional sports, celebrity star power and consumer viewership–here are Five Things You Need to Know about “Winning” the Super Bowl including a look back at successful brand marketing campaigns and how they scored big in the game, whether on-screen or off and as official and unofficial sponsors.

If you’re going to be on TV, crank up the surround sound

With such a high cost for airtime, savvy advertisers surround their advertising campaigns with intensive PR to increase their ad’s value and ROI. According to an analysis of 2014 Super Bowl ads, those that were released early or were linked to a pre-game campaign resulted in higher digital engagement rates. BMW kicked off a 360° marketing campaign for the i3 car by exclusively premiering their 60-second spot “Newfangled Idea” on the Today Show before the big game. The spot was then posted on the brand’s YouTube page and promoted through traditional and social media. In three days, the video had more than 3.8M views.

Activating on-site can help brands communicate their larger message

Experiential marketing creates a big splash in a crowded media space and brings a brand’s larger message to life. In 2015, Bud Light brought their marketing tagline, “The Perfect Beer for Whatever Happens,” to life by taking over part of downtown Phoenix for the Bud Light House of Whatever. Over 10K consumers submitted a 15-second video via social media (tagging the brand and #UpForWhatever) explaining how they are Up For Whatever, with about 4K eventually winning invites. Artists like Nicki Minaj, Diplo and Steve Aoki treated guests to unforgettable nighttime performances, covered by traditional media outlets. As an official sponsor of the NFL, Bud Light was able to activate on a large scale, but there are plenty of opportunities for brands to create or participate in events on a smaller scale and as unofficial sponsors and still create noise.

Everyone knows the quarterback, but the BIG Game is a time for other players to shine

The beauty of the big game is that it gives lesser-known players the largest national platform to get their name out there, in turn providing brands with new potential spokespeople to work with. Prior to the 2014 season, Nutri Ninja tapped New England Patriots wide receiver and Nutri Ninja fan Julian Edelman as a spokesperson to create digital videos for their YouTube page. The choice paid off, with the Patriots making it to the Super Bowl, and Nutri Ninja integrating the spot seamlessly online during the game.

Digital and social media allow every brand to be part of the Conversation

Researchers recently found that 87% of global consumers use more than one device while watching TV. Twitter and Facebook even launched dedicated channels for Super Bowl XLIX so users could follow the conversation on one timeline. Marketers have found success in creatively inserting themselves into game day via digital and social media by creating water cooler conversation on par with on-air advertising. Volvo did not advertise during the big game in 2015, instead focusing their efforts on social with “The Greatest Interception Ever” campaign, asking Volvo fans to tweet “#VolvoContest” during other car brands’ commercials. The brand’s sales for the car lifted 70% that year.

Look for relevant adjacencies

There are many ways to integrate your brand into the Super Bowl conversation, all you have to do is get creative. Hunter PR client TABASCO® Pepper Sauce recognized that food is the center of Super Bowl parties and leveraged its relevancy to join the conversation. When the Super Bowl took place in their hometown of New Orleans, the brand capitalized on the opportunity by tapping celebrity chef and fellow Louisiana native John Besh to create TABASCO®-infused recipes tailored for game day. The brand then sponsored the annual Playboy Big Game Weekend Party, where celebrity guests were served Chef Besh’s TABASCO®-infused dishes and created limited edition bottles honoring The Big Easy, with a portion of proceeds donated to Taste of the NFL. TABASCO® generated over 200M media impressions.

has a roster of specialists with a wealth of experience in creating and executing customized marketing communications programs that integrate tactics across traditional media relations, social and digital media, multi-cultural marketing, events and integrations.  Our knowledge in these areas is wide and deep, and leveraged by our account teams in service to our clients.

For more information about Hunter PR Contact:

Samara Farber Mormar
Business Development

Specialized Service Practice Leaders:

Social and Digital Media
Donetta Allen

Hispanic Strategies and Solutions
Annette Gonzalez-Malkin

Entertainment Media & Partnerships Department
Samantha Turtle

National Media
Sandy Bustamante

Trisha Larocchia