LGC Blog

Tying Your Message To The Big Game Featured Image

Tying Your Message To The Big Game

Why are television ads on the Super Bowl so expensive? Why do advertisers gladly hand over millions of dollars per spot? Simple answer… they work.

The Super Bowl is one of the most watched television events each and every year. Nine of the top ten most watched television events are Super Bowls. The reported viewership is between 103 and 114 million on any given year. Apparently, the marketplace and advertisers place a premium on the game and the viewers. Most companies are nowhere near the stature of those that can afford to run commercials during the Super Bowl broadcast. However, that does not mean they cannot benefit. Tying your message, commercials, and print ads to Super Bowl theme can be beneficial in reaching your audience while connecting to the mega event.

As an example, here is a list of some giveaways, discounts and free stuff that companies are promoting.

Papa John’s

Bet right on the coin toss and win a free pizza. If you don’t win you still get a 50% off coupon to use immediately

Chipotle Mexican Grill

Buy six burritos and get one free on Super Bowl Sunday. The receipt gets you another free item.


Special game day buckets and boxes. Also running a #Couchgating contest, use the hashtag and be entered to win $5,000.

The Lexington

In San Francisco you get a free shot every time the 49ers score.

Firehouse Subs

A special Super Bowl coupon gets you $10 off on catering orders

CiCi’s Pizza

Super Bowl Sunday two large pies for $10. Order as many as you want.

There are a lot of food offers on that list but that is not the be all and end all. You can run a contest online and ask for people to pick the final score which will enter them in a drawing for a prize. If you have a favorite team you can use their colors and images in your copy. You can pick the winner and post “who do you think is going to win?” that will drive responses and open the door to engagement. It is really only limited by your creativity.

It’s not the offers, which companies run all the time, it’s about connecting to the Super Bowl. Capitalizing on the hype, the glitz, the glamor of the once a year event. With just a little effort you can create an offer, a promotion, or even just your social media content themed to the day. It is a great way to increase the attention you get without any real additional cost.

Of course there are other major events you should theme around… Daytona 500, March Madness, World Series, Stanley Cup, etc. Another fun thing to do is use “Today is National Potato Chip Day” every day is a national something day.

Using any themed motif breathes life into your messages, promotions and content.

Share this Article:

Greg Demetriou

Greg Demetriou

The author, Greg Demetriou is the CEO of Lorraine Gregory Communications, the founder of GregsCornerOffice.com and the host of the Ask A CEO video and podcast show. He can be reached at [email protected].To learn more about Greg, read Greg's full bio page.