Last week, we shared how we managed to break through the Super Bowl clutter with Marshawn Lynch and Skittles. During this year’s game, companies utilized various strategies to truly connect with the vast audience in a memorable way. Here are some of our out-of-the-box favorites.
#Smunday: Heinz Takes Alternative Super Bowl Route
Instead of spending millions on an advertisement spot during the Super Bowl, Heinz decided instead to use the money to give over 42,000 employees a paid leave the Monday after the Super Bowl. Not stopping there, Heinz started its own petition campaign, titled #Smunday, referring to the Monday after the Super Bowl, to be made into a national holiday.
Hyundai Bring Troops into the Super Bowl…And More
Hyundai creatively connected American troops overseas with their families for Sunday’s big game. Hyundai looked to bring the game to soldiers still deployed abroad. Specifically, three troops based in Zagan, Poland were selected to watch the game in a 360-degree viewing pod that resembled the Hyundai box in NRG Stadium. To the soldiers’ complete surprise, their families joined them on screens in the pod, creating a feeling that they were all watching the game live together. The shots were mainly filmed in the first quarter, and excellent planning and execution had the feature ready to go for the first ad spot immediately following the game.
Drones Light Up the Halftime Show
While everyone thought Lady Gaga’s political stance would be the headline of her Halftime show, it was a fleet of drones that made the performance literally shine. Hundreds of drones created various backgrounds and lighting effects for Gaga, as she began her performance under a galaxy of drone-created stars. The drones flew around into the shape of a giant United States flag that hung over the entire city. The entire drone fleet is capable of making over four billion LED light combinations, and the versatile show by Intel’s Shooting Star already has performances at Disney World and now the Super Bowl.
Be the Player
Fox Sports introduced its “Be The Player” technology to the over 100 million viewers on Sunday. The technology utilizes 36 5k cameras that are placed around the field, capturing a 360-degree view of the action. With these cameras, and additional cameras for background imaging, engineers were able to create a replay angle that brings the viewers in to the helmet of the quarterback, seeing exactly what he sees as the play develops. The applications of this technology seems endless, extending beyond to a “Be the Ref” angle as well.
Acceptance and Equality
Every advertiser attempts to connect with its audience, and a seemingly unified message from advertisers in this year’s Super Bowl was acceptance and equality. Many of the biggest companies relied on narratives of acceptance and equality in their Super Bowl spot. Here are just some examples by Budweiser, Audi and Airbnb. The Super Bowl showcased the intersection of storytelling and technology. Tom Brady’s historic comeback provided a story that will become football legend, and it was made possible by replay technologies that caught clear shots of Julian Edelman’s miraculous catch that set up the game-tying score.