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Over the past couple of years, many companies have tried almost anything to stand out against all other Super Bowl commercials. We have seen interesting marketing tactics, some have worked and some have failed miserably. In the 2022 Super Bowl, one commercial changed the game forever and is arguably the most successful commercial of all time.
Coinbase (2022). This year was the first time we had seen Crypto companies advertise during the game. Coinbase purchased the last commercial slot of the 2022 Super Bowl and it was rather simple. The commercial featured QR code bouncing around a black screen. It was similar to the iconic DVD idle screen. The QR bounced around for the entirety of the 60-second ad and honestly felt way longer than just a minute. The QR code redirected people to their website and sent over 20 million people within the first minute. It crashed their website and app. Aside from the landing page hits, they were the talk of the Super Bowl for weeks after. It’s amazing that such a simple ad can generate so much publicity. The “simple” ad cost them $14 million but was well worth it. They generated 207 million impressions in three days.
Tide (2018) took over Super Bowl LII by advertising in all four quarters of the game. Tide purchased a 45-second commercial during the first quarter of the game. Then they purchased 15-second slots in the remainder of the three quarters. They didn’t only try to showcase their product. They wanted to take over the Superbowl with their campaign by making the viewers question if they were seeing things. “Didn’t I see this ad already?”. This was the first time a company has advertised multiple times during a single Super Bowl. Their commercial was successful considering it was a major reason they were able to get past the bad publicity of the “Tide Pod Challenge”.
Budlight and HBO (2018) shared the spotlight with Tide. The two companies teamed up with each other for the pop culture phenomenon known as “Dilly Dilly”. The tagline first gained popularity in 2017 and instantly became a classic. Bud Light decided to take it to another level by teaming up with HBO during the big game, and this was first-time we've seen two brands share an ad. The “Dilly Dilly” commercial takes place in a Game of Thrones plot, where the Bud Light Knight is crowned the king of light beers, to which he replies “Dilly Dilly”. Since then it has been an annual occurrence for companies to share commercials. We have seen it three straight years from PepsiCo, when they merge Doritos and Mountain Dew as one. Sharing a Super Bowl commercial with another brand is a great way to spread awareness and save some money.
Esurance (2016) had been labeled as the clear winner of the 2016 Super Bowl by most advertisers. The All-State owned Esurance ran two TV commercials promoting the sweepstakes, one commercial prior to the game starting and the first commercial after the game concluded. The “Pass It On” campaign would give away over $1 million on Twitter during the Super Bowl to users that used the hashtag #EsuranceSweepstakes. The hashtag was the most popular ad-based hashtag on Twitter during the game’s four-quarter. There were more than 850,000 mentions of Esurance during the game. The commercial generated about 2.5 million hashtag mentions and 1.5 billion impressions. They managed to dominate without any in-game TV commercials or official NFL sponsorship.
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