Adaily Inspiration Week #4: Most impactful Super Bowl campaigns.
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 2,500 database of winning campaigns.
For this week we chose “Super Bowl” campaigns. Below you can find our 5 picks, but if you want to see more just click direct link to query » here «
Be sure to read till the end, because we want to hear your proposition for next week!
1. “Superior Bowl” - Michelob Ultra
Michelob ULTRA did a Super Bowl campaign using a fictional world inspired by bowling cult classics, emphasizing the importance of enjoying the journey rather than just the destination.
Wieden+Kennedy New York • 2022 • Alcoholic drinks - beer • United States • North America
Challenge
The challenge of Michelob ULTRA's Super Bowl campaign was to use the Super Bowl as a platform to showcase the brand's POV, "It's Only Worth It If You Enjoy It," and reinforce its stance on gender equality in sports. The goal was to create a :60 second spot that brought to life the fictional world of "Superior Bowl," inspired by bowling cult classics, and generate a significant impact and engagement during the Super Bowl weekend.
Target Group
The target group of Michelob ULTRA's Super Bowl campaign was likely adults of legal drinking age, particularly those who enjoy watching and participating in sports, as well as urban dwellers, as the campaign aimed to establish ULTRA's presence in key drinking occasions and urban centers. The campaign also sought to reinforce the brand's stance on gender equality in sports, appealing to individuals who support inclusivity and equality.
Idea
The main idea of Michelob ULTRA's Super Bowl campaign was to use the Super Bowl as a platform to showcase the brand's POV, "It's Only Worth It If You Enjoy It," and to reinforce its stance on gender equality in sports. The campaign aimed to highlight the joy and enjoyment that can be found in sports and other activities, rather than solely focusing on winning. It sought to position Michelob ULTRA as a brand that celebrates the journey and the happiness that comes from participating in sports and other social activities.
Results
The results of Michelob ULTRA's integrated Super Bowl campaign were highly successful. The campaign generated 3.8 billion impressions and received 3,987 news stories. The key message of the campaign was included in 98% of the coverage, and the sentiment towards the campaign was 100% positive or neutral. The campaign achieved significant online traction, becoming the second most searched ad on Google during the Super Bowl. It also trended four times nationally on Twitter. In addition, the campaign received positive recognition from Fast Company, which ranked the campaign as the number 2 out of the 5 best ads. Michelob ULTRA's Super Bowl ad, "Superior Bowl," was the highest ranked Anheuser-Busch commercial according to Ad Meter, ranking at #12. The campaign also included a charity bowling match between Team Peyton and Team Watt, which received positive coverage from over 30 media attendees. Overall, the campaign was a success in terms of generating buzz, reaching a wide audience, and promoting Michelob ULTRA's stance on gender equality in sports. It also became the second most mentioned Super Bowl campaign in Michelob ULTRA's history, with 88,000 mentions.
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2. “Halftime Ultra Pass” - Pepsi
Pepsi and Verizon did the Ultra Pass campaign using virtual reality technology and 5G network to give half a million fans an immersive experience of the Super Bowl halftime show.
R/GA New York • 2022 • Carbonated drink • United States • North America
Challenge
The challenge of the Ultra Pass campaign was to create an immersive and interactive experience that would allow fans who couldn't attend the Super Bowl halftime show to still feel a part of the action. The aim was to leverage technology, such as 360° 8K cameras and a reliable 5G network, to provide a virtual experience that would give fans the opportunity to feel like they were not only present in the stadium but also on the stage itself. The campaign needed to overcome the physical limitations of ticket availability and provide an innovative solution to engage a larger audience.
Target Group
The target group of the Ultra Pass campaign was fans of West Coast hip hop, particularly those located in the vicinity of the 2022 Super Bowl stadium. It aimed to provide an immersive experience for fans who were unable to attend the event in person, allowing them to virtually participate and feel like they were part of the halftime show. With the use of advanced technology, the campaign sought to engage and connect with a large audience of hip hop enthusiasts.
Idea
The main idea of the campaign was to provide local fans with a way to experience the 2022 Super Bowl halftime show, which celebrated West Coast hip hop, even if they were unable to attend in person. Pepsi and Verizon created the Ultra Pass, an immersive experience utilizing 360° 8K cameras and Verizon's 5G network, to allow half a million fans to virtually enter the stadium, surpass VIPs in the stands, and be on stage with the performers.
Results
The results of the Ultra Pass campaign were highly successful. With the use of eleven 360° 8K cameras and Verizon's reliable 5G network, half a million fans were able to virtually experience the Super Bowl halftime show. This immersive experience allowed fans to feel like they were actually on the stage, surpassing the VIPs in the stands. The campaign generated significant buzz and excitement, providing a unique and inclusive way for local fans to be a part of the historic hip hop celebration.
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3. “Anytime Anytime” - Anytime Fitness
Anytime Fitness did a campaign called #JustHeardAnytime, offering free memberships and a trip anywhere in the world there's an Anytime, using the Super Bowl as a moment to highlight their ability to start fitness journeys anytime.
Mischief @ No Fixed Address • 2023 • Gym • United States • North America
Challenge
The challenge of this campaign was to leverage the Super Bowl as a platform to promote Anytime Fitness and encourage people to start their fitness journey without actually purchasing a Big Game spot. The goal was to highlight Anytime's flexibility and convenience in enabling fitness journeys anytime and anywhere. The campaign aimed to capture attention and engage football fans by offering free memberships and a trip to any location with an Anytime Fitness facility. The challenge was to create compelling content and deploy targeted out-of-home advertising to generate buzz and interest in the campaign.
Target Group
The target group of this campaign was individuals who were interested in starting their fitness journey and were looking for a flexible and convenient fitness solution. The campaign aimed to reach football fans and potential new customers who may have been inspired by the Super Bowl to make a change in their fitness habits. By offering free memberships and the chance to win a trip to an Anytime Fitness location, the campaign aimed to attract these individuals and showcase the benefits of starting their fitness journey with Anytime Fitness.
Idea
The main idea of this campaign was to leverage the Super Bowl as an opportunity to promote Anytime Fitness by highlighting its ability to enable fitness journeys anytime. The campaign aimed to gamify the Super Bowl by offering free memberships and a trip to anywhere in the world there is an Anytime Fitness location to anyone who hears the word "anytime." The campaign included a series of videos and contextual OOH advertising at the Phoenix airport to engage football fans.
Results
The campaign #JustHeardAnytime generated significant buzz and engagement. The videos promoting the competition garnered a high number of views and shares on social media platforms. The contextual OOH billboards at Phoenix airport successfully caught the attention of football fans, including commentator Greg Olsen. The campaign successfully showcased Anytime Fitness's ability to enable fitness journeys anytime and attracted new customers through the offer of free memberships and a trip anywhere in the world with an Anytime Fitness location. The exact results in terms of new sign-ups and trip winners have not been specified.
Links
4. “Interface Interruption” - Tubi
Tubi did a disruptive Super Bowl campaign by interrupting the live broadcast and taking viewers into the app.
Mischief @ No Fixed Address • 2023 • VOD • United States •North America
Challenge
The challenge of this campaign was to create a viral moment during the live broadcast of Super Bowl LVII that would capture the attention of viewers and effectively introduce Tubi as a streaming service with a vast library of content. The goal was to differentiate Tubi from other streaming services and demonstrate its unique ability to cater to various interests and preferences. Additionally, the campaign aimed to generate curiosity and intrigue among viewers, encouraging them to explore Tubi's offerings further.
Target Group
The target group of this campaign was viewers of the Super Bowl, specifically those who are avid consumers of streaming content. The goal was to capture their attention and introduce Tubi as a unique streaming service with a vast library of content to cater to their diverse interests.
Idea
The main idea of this campaign was to create a viral moment during Super Bowl LVII that would introduce Tubi's brand personality, tell their story, and demonstrate the product to a wider audience. The goal was to showcase Tubi's vast library of content and its ability to cater to diverse interests, while also emphasizing the addictive nature of the platform. This was achieved through a stunt that interrupted the live broadcast of the Super Bowl and encouraged viewers to switch to Tubi for a unique and immersive streaming experience.
Results
The results of Tubi's Super Bowl campaign were highly successful. The viral moment of interrupting the live broadcast of Super Bowl LVII generated massive buzz and captured the attention of viewers worldwide. This led to a significant increase in brand awareness for Tubi, as more people became familiar with what the platform offers. The stunt effectively showcased Tubi's extensive library and unique grip on viewers, highlighting its ability to provide a wide range of content tailored to individual interests. As a result, the campaign drove a surge in app downloads and user engagement, solidifying Tubi's position in the highly competitive streaming industry.
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5. “Spokescandies on Pause” - M&M's
M&M's did a Super Bowl campaign using a controversial twist by replacing their iconic spokescandies with Maya Rudolph and transforming the brand into Ma&Ya's.
BBDO New York • 2023 • Chocolate • United States • North America
Challenge
The challenge of this campaign was to navigate a divisive and overly serious dialogue surrounding the update of the M&M's spokescandy footwear. The brand wanted to change the tone of the conversation and bring back the fun, so they introduced a controversial announcement of replacing the spokescandies with Maya Rudolph. The challenge was to captivate the world's attention and keep the audience engaged with the increasingly outrageous changes brought by Maya Rudolph while also addressing the fans' demands to bring back the spokescandies. The campaign aimed to create an absurd and humorous storyline that would converge on TV during the Super Bowl and unite a divided America.
Target Group
The target group of this campaign was likely a wide range of Super Bowl viewers and M&M's fans. By incorporating humor and absurdity, the campaign aimed to engage and entertain a diverse audience, regardless of age or demographic. The goal was to bring people together and create a shared experience through the lighthearted and playful narrative.
Idea
The main idea of the M&M's Super Bowl campaign was to change the tone of a divisive conversation surrounding the brand's spokescandy footwear and bring back the fun by starting an even more absurd dialogue. This was achieved by announcing the replacement of the iconic spokescandies with Maya Rudolph, who transformed the brand further with her own outrageous changes. The campaign culminated in a bizarre Super Bowl spot for Ma&Ya's Candy Coated Clam Bites, which eventually brought back the spokescandies. The campaign aimed to bring people together, tap into a charged cultural moment, and use humor to unite a divided America.
Results
The results of the M&M's Super Bowl campaign were highly successful. The controversial announcement of replacing the iconic spokescandies with Maya Rudolph generated widespread attention and buzz, capturing the world's attention. The subsequent transformation and outrageous changes brought by Maya Rudolph further heightened the campaign's popularity and engagement. The campaign effectively used a variety of mediums including OLV, OOH, social media, and brand partnerships to maintain public interest and involvement. The plots involving Maya and the spokescandies played out simultaneously, creating a cohesive and engaging narrative across multiple platforms. The climax of the campaign was the bizarre Super Bowl spot for Ma&Ya's Candy Coated Clam Bites, which garnered significant attention and further fueled the conversation. Ultimately, the public's demand for the return of the spokescandies was fulfilled by the end of the game, satisfying fans and bringing a sense of unity and agreement among viewers. By tapping into a charged cultural moment and using humor to address divisive topics, the campaign successfully brought a divided America together and allowed people to laugh at themselves. The humorous and absurd approach helped to shift the tone of the dialogue surrounding the brand, bringing back the fun and reinforcing M&M's position as a brand that bridges people together. Overall, the campaign achieved its objectives of generating buzz, capturing attention, and creating a unifying experience for viewers.
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