As the NFL frenzy sweeps across advertising platforms, brands are eagerly jumping into the mix of Super Bowl social media campaigns to capitalize on the excitement. With TikTok amassing 25.7 billion views and Instagram buzzing with 8.6 million posts (and counting), the Super Bowl fever is in full swing. 

What’s your game plan to join the action? Discover what top brands are up to and learn how to secure a victory with the winning Super Bowl marketing ideas.

Conquer the Big Game with Winning Super Bowl Social Media Campaigns

The showdown between the Kansas City Chiefs and the San Francisco 49ers is approaching fast, and the Super Bowl ad space competition is only heating up. With CBS charging up to $7 million for a 30-second spot, major brands are pulling out all the stops, enlisting A-list celebrities like Ben Affleck, Jennifer Lopez, Steve Martin, and John Travolta to leave a lasting impression.

The surge in Super Bowl social media campaigns is highly evident, with TikTok ad spend skyrocketing by 400% YoY from January 1 to Super Bowl Sunday in 2023. As we anticipate the 2024 Super Bowl, the question arises: what new heights will this year’s social media campaigns reach?

Look at the latest Super Bowl advertising trends and explore how you can leverage these to build hype and engagement for your brand on social media.

A Showdown of Innovative Super Bowl Marketing Ideas

In the upcoming Super Bowl 2024, all eyes are on the Chiefs vs. the 49ers. However, another competition brewing among advertisers and media buyers is the battle of Super Bowl advertising.

Celebrity vs. Influencer Marketing

For years, celebrity endorsements have been a staple in Super Bowl commercials, capturing audience attention with star power. Some examples include Snickers’ iconic “You’re not you when you’re hungry” ad featuring Betty White in 2010 and Wendy’s legendary “Where’s the beef?” spot from 1984.

Another standout Super Bowl commercial is the one from Coinbase’s 2022 ad, which took a social media-inspired approach by flashing a QR code across the screen. This innovative tactic propelled their app from 186th place on the app store to No. 2. Subsequently, in the 2023 Super Bowl commercials, Limit Break and Servant also leveraged QR codes in their advertising, following Coinbase’s successful lead.

In a sneak peek of this year’s Uber Eats Super Bowl commercial, Friends stars Jennifer Aniston, David Schwimmer, and David & Victoria Beckham (amongst others) take the spotlight.

Meanwhile, e.l.f cosmetics have “summoned” TikTok creator Benito Skinner, aka “Benny Drama”, and Meghan Trainor, a prominent TikTok personality and pop singer, alongside the cast of the legal drama series Suits, for their Super Bowl ad teaser. This move highlights e.l.f’s strategy of blending celebrity and influencer marketing to broaden their appeal and capture diverse audiences.

Traditional vs. Social Media Advertising

The AFC Championship Game between the Kansas City Chiefs and Baltimore Ravens made TV history, attracting the largest audience ever for an AFC Championship Game and becoming the most-watched non-Super Bowl program on CBS in three decades. With a record-breaking viewership of over 55 million viewers, the game marked a milestone for TV ratings.

This massive viewership undoubtedly includes Swifties, eagerly tuning in to see Taylor Swift supporting her boyfriend, Travis Kelce. With 20.2 million female viewers, comprising 40% of the TV audience, it’s undeniable how Swift’s impact encompasses stadiums both for concerts and tournaments alike.

Super Bowl LVIII TV Ad Spaces in High Demand

As leading brands secure prime spots for Super Bowl viewing, audiences can anticipate a barrage of commercials from companies that have already secured their slots for the big game. 

CBS has reported that its Super Bowl advertising slots were nearly sold out as early as November 2023. To accommodate new advertisers, the NFL has expanded its ad inventory, partly due to the popularity of “Thursday Night Football.”

Viewers tuning in to the Super Bowl can expect new advertising campaigns from prominent brands such as Kia, Osmow’s, Coca-Cola, Molson, M&M’s, and others as they vie for consumer attention during this highly anticipated broadcast.

Browsing the Super Bowl Social Media Campaign Stream

The NFL’s TikTok account is among many who capitalized on the Chiefs’ victory by sharing Travis and Taylor’s post-game interaction, garnering 12.7 million views as of the time of writing this article. Brands are also seizing the opportunity presented by the Swift-Kelce romance, integrating music and football themes into their Super Bowl social media campaigns.

With Super Bowl watch parties approaching, it’s no question that consumer spending on CPG food & beverage ads hit up to $2.3 billion during the Super Bowl week. As the weekend draws near, food chains are maximizing their Super Bowl ads to their way to get up to users’ feeds:

Comparing YouTube Shorts, TikTok, and Instagram Reels for Super Bowl Social Media Advertising Strategies

Explore the effectiveness of short-form advertising for your Super Bowl marketing ideas. Discover how brands utilize these platforms to maximize their Super Bowl social media campaigns.

YouTube intelligently houses Super Bowl 2024 ads on AdBlitz, providing a powerful showcase and expanding brand reach. Hyundai, for example, generated over 247 million impressions through YouTube during last year’s Super Bowl advertising period leading up to the big game.

Early Super Bowl Victors: Brands Triumphing Ahead of the 2024 Tournament

As the countdown to Super Bowl 2024 commences, some brands have emerged victorious with their pre-game campaigns. Here’s a glimpse at the frontrunners in Super Bowl advertising:

Dove and Kylie Kelce

Partnering with Dove, Kylie Kelce champions body positivity among female athletes through TikTok ad campaigns. As a field hockey coach, Kelce’s collaboration with Dove aligns with their message of empowerment.

NYX Cosmetics

NYX ranks second in the top 10 ads category and is the fifth-most mentioned brand on X (formerly Twitter). Their TikTok strategy demonstrates how beauty brands can resonate with their demographic, which likely intersects significantly with the Swift fandom. Apart from NFL references, NYX also encourages user-generated content, as seen on their official TikTok account.

Play on the Offensive With These Super Bowl Social Media Advertising Trends and Tips

Now that we’ve provided insights on how to create a winning Super Bowl social media campaign, here are five actionable tips you can implement based on the trends discussed:

Fuel Your Competitive Spirit with These Super Bowl Marketing Ideas

Embracing trends isn’t just a bandwagon approach — it’s a strategic move that can catapult your ads to your audiences’ home screens during this football season. 

Staying attuned to what’s trending is essential for brands to remain relevant and informed about what’s new, what’s hot (and what’s not).  The Super Bowl social media campaign strategies we’ve outlined are proven techniques already generating traffic, conversions, and headlines. As the Super Bowl weekend looms, now is the opportunity to capitalize on these insights to ensure your brand stands out amidst the advertising frenzy.

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