The most effective and worst PR moments from Tremendous Bowl LVIII


Super Bowl PR lessons

The Kansas Metropolis Chiefs seized a dramatic extra time win over the San Francisco 49ers as Tremendous Bowl LVIII and its whirlwind of brand name and movie star exercise concluded final night time. The sport proved to be record-breaking, clocking in on the longest-ever Tremendous Bowl and that includes first a record-breaking subject aim by 49ers kicker Jake Moody, after which a good longer one as Chiefs kicker Harrison Butker broke that exact same report later within the sport. 

Cameras lingered on Taylor Swift sparingly all through the sport given how completely she has dominated NFL-centric headlines — and even some conspiracy theories — for the previous few weeks. Her presence nonetheless loomed giant, nevertheless, as she continued to make information, and each Swifties and official Tremendous Bowl trackers documented her each transfer on the sport. These conspiracy theories, in the meantime, are prone to rage on given her boyfriend Travis Kelce’s prominence within the sport, each for his efficiency on the sphere and his bombastic (even aggressive) meme-worthy conduct. 



Past Taylor and Travis, these have been the potential PR moments we had our eye on on the Massive Recreation. Do you assume they stood out? 

Model blandness, brilliance and bashing 

What should have been a bonanza on the promoting entrance given the $7 million price ticket fell considerably flat for Massive Recreation regulars, as celebrities have been packed into advertisements with out the messaging or cleverness to make the spots memorable. In a bid to recuperate from its troublesome PR 12 months in 2023, Bud Gentle deserted a lot of its boldness and humor in favor of a star-stuffed, incoherent mishmash. Regardless of its alignment with an authentically mustachioed Chris Pratt, Pringles’ Massive Recreation advert additionally induced yawns. 

Quite a lot of security permeated model technique, with advertisers leaning on recognizable mascots corresponding to E*Trades pickleball-playing infants and firmly-cemented stars corresponding to Christopher Walken, whose distinctive voice was parodied in BMW’s advert (Will anybody keep in mind that it was a BMW advert?), and Anthony Hopkins (although that regional advert for STōK Chilly Brew and Wrexham AFC wasn’t dangerous because of Most Effort’s involvement). 

First-time advertisers captured main social media admiration: E.l.f. Cosmetics’ first Tremendous Bowl advert featured Decide Judy as “Decide Magnificence” and balanced nostalgia with a contemporary really feel and constructive message, whereas Etsy instructed an enthralling story of historic worldwide gifting. 

Skincare model CeraVe’s prolonged and concerned prank, which positioned the aptly named Michael Cera as its obvious founder, managed to attain main buzz by way of unusual public stunts and an influencer marketing campaign. 

And interactivity was a plus: Doordash’s ridiculously lengthy promo code, as an example, despatched viewers scurrying to attain in its massive supply activation.  

A few advertisers earned adverse consideration: With a sequence of 4 advertisements that includes the tagline “store like a billionaire” and associated giveaways, fast-fashion outlet Temu generated fairly a little bit of chatter — loads of it adverse and pertaining to its enterprise and manufacturing monitor report. Snapchat paying $7 million to play a “not like different women” card within the social media toxicity arms race shortly after it laid off 10% of its employees was actually a alternative. 

Music magic: Beyoncé beats the halftime present 

Though it will be inaccurate to say that the 2024 Halftime Present, er, ushered in a brand new period for the annual efficiency, Usher, Alicia Keys and visitor stars together with H.E.R., Lil Jon, Ludacris, and Jermaine Dupri didn’t reinvent the wheel as they took the stage. It was solely close to the tip when everybody donned shimmery getups and curler skates that the present dazzled, adopted by a efficiency of “Yeah!” that managed to raise the power in an try at nostalgia that in any other case fell flat. 

The music second of the night time was Beyoncé’s announcement that she’ll be releasing a rustic album — information which adopted Verizon’s advert that centered across the star and teased the brand new tunes. 

Social media moments: Duo and Darkish Brandon 

Everybody’s favourite persistent inexperienced owl made a regional look on the Tremendous Bowl — although even in markets the place it aired, you might have missed the Duolingo advert in the event you have been trying down at your sport snacks. Within the surreal 5-second advert, the owl, named Duo, birthed a smaller model of himself from his bottom as a reminder to do your day by day language lesson. 

Unbeknownst to these watching on the time, the model additionally made an extended, weirder teaser that ran on social media earlier that day. 

The opposite surreal, social media-centric second of the night time fell on the conclusion of the sport, when Joe Biden’s official account posted a picture of the president styled  “Darkish Brandon,” a parody of right-wing conspiracy memes, poking enjoyable on the notion that the Tremendous Bowl was rigged. 

On a much less controversial be aware, followers appeared to have enjoyable watching Nickelodeon’s SpongeBob-driven protection of the sport on Paramount+, with characters from the TV present offering highlights and sideline protection. 

Whether or not you got here for the sport or the advertisements, this 12 months’s Massive Recreation had lots to recollect regardless of some secure performs. 

Jess Zafarris is the content material director of Ragan and PR Each day, and an writer, content material editor, journalist, social media engagement strategist and creator. 



Please enter your comment!
Please enter your name here