To win the Super Bowl, you have to define 'winning'

The annual Super Bowl game is one of the biggest moments in the US advertising calendar, but how can brands make an impact without investing in the banner TV spot?

Smart approaches to occasion marketing

This article is part of a series of articles on smart approaches to occasion marketing. Read more.

When it comes to Super Bowl advertising, we often hear it talked about in terms much like the game itself—winning a for 30 seconds of air time, it makes sense why we’ve adopted this language. If you pay that sort of premium to exist in a moment, you need to make it worth it.

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