Marketers are gearing up to utilize the Las Vegas setting of Super Bowl LVIII in unique ways. Brands are planning to extend their ad efforts beyond conventional strategies and fully exploit what the city has to offer. Among the innovative initiatives planned are teaser campaigns on Las Vegas’ Sphere, experiential events, and usage of the city’s landmarks and impersonator talent.
Hellmann’s, a Unilever brand, marked a first for the company by advertising on the Sphere featuring their Big Game ad star, ‘Mayo Cat’. The aim is to emphasize the Super Bowl effort and leverage the tourism buzz around Vegas. Entertainment giant Paramount is set to hold a four-day immersive event for fans outside the city’s Mirage Hotel to showcase its entertainment properties. Brands are exploring these unique opportunities in Vegas to not only reach Super Bowl fans but also the city’s tourists and inhabitants.
Despite the potential to reach more consumers, the competition for attention in the vibrant city of Las Vegas is fierce. Brands need to put in extra effort and creativity to stand out, particularly in a city known for its never-ending lights and activity. Many are strategically integrating themselves into the city’s culture, and some are employing influencers to capture and amplify their brand experiences beyond the city’s boundaries.
In this scenario, it is observed that Super Bowl marketing efforts have to stretch far past simply airing a commercial. Given the high cost of a 30-second spot during the Big Game, marketers and agencies understand the need to do more to maximize their ROI.
