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Article

This article looks at why Super Bowl ads are beneficial to brands outside of the US and how they can successfully get involved whilst maintaining relevance and lowering costs.

Article

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

News

SAN DIEGO: Kia, the automaker, saw success by leveraging a chatbot on Facebook Messenger as part of the launch campaign for its Niro hybrid vehicle.

Article

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

News

NEW YORK: AstraZeneca, the pharma company, successfully tapped into patient advocacy as part of a campaign it developed to kickstart a conversation around opioid-induced constipation (OIC).

Article

This event report outlines how AstraZeneca, the pharma company, boldly kickstarted a conversation around opioid-induced constipation (OIC) to help build its Movantik brand.

Article

This article describes how Copa90, the football website, is preparing for the new media landscape that waits for the 2018 World Cup Finals in Russia.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

News

HOUSTON: Social inclusiveness, humour and celebrities have emerged as trends in the welter of instant analysis of this year's Super Bowl ads.

Opinion

This is a guest post from Tom Ewing, Senior Director, BrainJuicer Labs Every year BrainJuicer tests most of the Super Bowl ads, to see which ones are the most emotionally effective.

Article

This paper explores the current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing - brands must be ready.

News

WASHINGTON, DC: Consumers watching next month's Super Bowl are expected to spend a total of $14.1bn around the game, down 9% on last year's figure, according to the National Retail Federation.

Article

This event report outlines how Coca-Cola pursued innovative marketing efforts around the Super Bowl through partnering with Reddit, the social network, and Postmates, the on-demand delivery service.

Research Paper

Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response.

Article

This event report outlines how adidas, the sporting-goods group, has successfully "crashed" the NFL Scouting Combine, an annual try out for aspiring football stars, in each of the last four years.

Article

This article examines what makes particular Super Bowl ads successful and outlines a case study of the most shared ad from the 2016 Super Bowl.

Article

This event report demonstrates how the Miami Heat, the basketball team, connected with fans in personalised ways via mobile.

Article

This event report examines the ways in which brands can leverage live experiences and looks at ways to address the scarcity of live events.

Article

This event report addresses how Turner Broadcasting has used neuroscience to track the effectiveness of TV ads during the "March Madness" basketball tournament.

Research Paper

This article examines advertising at "March Madness", the NCAA Division I Men's Basketball Tournament, revealing that customised ads with contextual imagery and graphics contribute to higher engagement.

Research Paper

This article describes a study that combined real-world location data with online behavioural data in order to measure the value of in-stadium advertising and team sponsorship.

Article

This article examines the techniques and attributes of campaigns that 'win' at the Super Bowl, arguing that resonating with today's audience is a case of engaging and becoming truly customer-centric.

Article

This event report covers how Amazon, the digital retailer, developed its first Super Bowl ad to promote the voice-activated Echo speaker and a range of other products.

Article

This article outlines how Snickers, the candy brand owned by Mars Inc., has built a diversified marketing presence to engage consumers.