Super Bowl LI Advertisers Strategic Playbook: Brand Promotion Working Overtime
DOI:
https://doi.org/10.58997/smc.v37i1.87Abstract
The magnitude of the Super Bowl has prompted advertisers to produce content as grand as the sporting event itself (Veksner, 2015, p. 130). The 2017 game was particularly unique with the historic face-off between the Atlanta Falcons and New England Patriots (Bergman, 2017; Breech; 2017). This paper examined brand promotion during Super Bowl LI by analyzing appeals, creative strategies, and tactics in television commercials and social media as well as consumer affect from USA Today’s Ad Meter rankings. Results indicate that advertisers made great efforts to feature appeals and strategic messaging during the game to fit each promotional platform.
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Published
2021-12-19
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