What did the Superbowl tell us about marketing impact? In the ever-evolving landscape of marketing, understanding the dynamics of multi-platform executions and tapping into nostalgia can be the key to driving engagement and brand resonance
This year’s Super Bowl commercials showcased innovative strategies that seamlessly blended online and offline channels to amplify brand messages.
Gone are the days when marketers relied solely on compartmentalised online and offline strategies.
Instead, they are embracing the power of synchronous use across multiple platforms to create a holistic brand experience. Beyoncé’s strategic teaser release on Instagram during her appearance in a Verizon commercial exemplifies this approach, igniting a social media frenzy that complemented the offline event.
Similarly, Dunkin Donuts with Ben Affleck leveraged its Super Bowl commercial by extending the conversation on platforms like X and Instagram Stories, effectively engaging with fans and capitalising on the excitement generated by the event.
Moreover, the enduring appeal of nostalgia emerged as a potent marketing tool during this year’s Super Bowl. From the reunion of iconic TV couples like Ross and Rachel in an Uber Eats commercial to e.l.f cosmetics’ clever use of ‘Suits’ alumni, advertisers tapped into collective nostalgia to evoke powerful emotions and create memorable experiences. These nostalgic nods not only resonate with audiences but also evoke feelings of warmth and comfort, fostering a sense of optimism and inspiration.
Utilising marketing impact: The ever-changing landscape of consumer behaviour
As marketers navigate the ever-changing landscape of consumer behaviour and preferences, embracing multi-platform executions and leveraging nostalgia can be invaluable strategies to drive engagement and build brand affinity.
brands can create compelling narratives that resonate with audiences on a deeper level,
By seamlessly integrating online and offline channels and tapping into cherished memories from the past, brands can create compelling narratives that resonate with audiences on a deeper level, ultimately driving success in today’s competitive marketplace.
This piece was written and provided by Jaya Kypuram, Academic Manager and Senior Marketing Lecturer at the Royal Docks School of Business and Law, University of East London.
