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Super Bowl Social Media Strategies: Scoring Big in the Digital Arena



The Super Bowl is not just a sports event; it’s a cultural phenomenon that offers brands a golden opportunity to engage with over 100 million viewers. With such a massive audience glued to their screens, the Super Bowl is the perfect playing field for innovative social media strategies.

In this post, we’ll tackle how brands can harness the power of social media to capitalize on the big game’s hype without breaking the bank.

Understanding the Super Bowl Audience

The Super Bowl audience is diverse, with varying interests that extend beyond football. They are active on social media, sharing reactions and engaging with content related to the game, halftime show, and commercials.

To tap into this audience, brands must understand the demographics and their social media behaviors.

Pre-Game Social Media Strategies

The excitement for the Super Bowl builds up well before the kickoff. Brands can leverage this anticipation by creating teaser content, conducting polls, and hosting contests to engage their followers.

This is an excellent time to collaborate with influencers who can amplify your message and reach a broader audience.

Real-Time Engagement During the Super Bowl

When the game is on, your brand should be too. Live-tweeting and using trending hashtags can significantly increase your brand’s visibility. Hosting live social media events or watch parties can also be a great way to engage with fans in real-time. Industry experts like Nicholas Lucin from DEFINITION 6 advise harnessing social media’s power to engage audiences in creative ways.

Meanwhile, Danielle Wiley of Sway Group suggests hosting a live social media event to react to the game and commercials as they happen.

Creative Content Strategies

The Super Bowl is a time for creativity and humor. Brands can create a buzz by developing a content calendar filled with Super Bowl-related posts or even parodying competitors’ ads.

Duncan Alney from Firebelly Marketing recommends openly parodying a competitor advertising during the Super Bowl broadcast, adding an element of humor to your brand’s presence.

Leveraging Alternative Marketing Channels

Not all Super Bowl marketing needs to happen on the big social media platforms. Spencer Hadelman of Advantage Marketing suggests leveraging out-of-home marketing options near the host city.

Michael Kuzminov from HypeFactory points to the potential of livestreaming platforms like Twitch and Kick, where collaborating with influencers can resonate with your brand.

Post-Game Social Media Strategies

After the game, it’s crucial to analyze your social media metrics to understand your campaign’s performance. Continue the conversation by posting follow-up content and engaging in discussions. User-generated content campaigns can keep the momentum going.

Mary Ann O’Brien from OBI Creative emphasizes that these campaigns cost nothing but time and can yield significant engagement.

Affordable Super Bowl Marketing Tactics

Hosting a community event or partnering with local businesses can be a cost-effective way to capitalize on Super Bowl fever. Jason Hall from FiveChannels Marketing encourages small businesses to consider such partnerships.

Additionally, purchasing targeted ads on YouTube and streaming services can be a more affordable alternative to traditional Super Bowl ad slots.

Case Studies and Successful Campaigns

Looking at past successes can provide inspiration for your Super Bowl social media strategy. For instance, Marc Benioff staged a mock protest against ‘software’ to kick off Salesforce’s success.

The “Go Granny” campaign serves as another example of a social media victory during the Super Bowl.


The Super Bowl offers a unique opportunity for brands to engage with a vast audience. By understanding the audience, creating engaging pre-game content, leveraging real-time engagement, and employing post-game strategies, brands can score big on social media.

Remember to be creative, plan ahead, and make the most of this annual event.