Are you Capitalizing on Big Moments?
Super Bowl LIV is almost here, and many companies are focusing their ad efforts around this big moment. Even companies that are not running TV ads during the game are creating buzz for themselves in a variety of ways.
For Adweek, Ian Zelaya details 9 brands that are activating for the big game — without TV ads.
Hopefully, these examples can offer inspiration on how to engage consumers by capitalizing on big local happenings.
Below are two of Zelaya’s examples, then read the rest here:
“Volvo Safety Sunday
Volvo estimates that more than 1 million lives have been saved by the brand’s innovations since Nils Bohlin introduced the three-point safety belt while working for the company in 1959. To celebrate, Volvo has launched a digital campaign that pledges to give away $1 million in cars if a safety occurs during the Super Bowl. Consumers can enter to win on a custom campaign website, VolvoSafetySunday.com, where they’ll be prompted to design their own car and submit a unique configuration code now through just before kickoff on Feb. 2. If a safety occurs, Volvo will give away cars to randomly selected entrants.
Lowe’s, a first-time NFL sponsor this season, is presenting the league’s Super Bowl Experience, which runs Jan. 25-26 and Jan. 29-Feb. 1 at the Miami Beach Convention Center. The home improvement company is working with agency 160over90 to build a themed neighborhood experience with 32 vignettes that represent each NFL team. The installations will feature team logos and colors, with designs inspired by the team’s region and fan traditions; they include the Tennessee Titans’ T-Rac’s Temple, which will have a Parthenon replica, and the Carolina Panthers’ Sir Purr’s Palace, which will blend regal and jungle themes. The activation is part of Lowe’s new campaign, “Bring It Home,” which presents the brand as a go-to option for tools needed to host a Super Bowl party at home.”
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