PR Playbook: Helping Brands Elevate “Big Game” Strategies

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Super Bowl LVIII scored a massive touchdown on Sunday when it became the most-watched NFL championship in history. According to Nielsen and Adobe Analytics, Sunday night’s game had an average of 123.4 million viewers across TV and streaming platforms, topping last year’s numbers by 7%.

With so many viewers tuning in, Super Bowl Sunday is known as the biggest day in advertising for brands hoping to make a lasting impression. But beyond those iconic commercials, there is a strategic underpinning that often goes unnoticed – public relations (PR). Following are ways that PR, with its ability to shape narratives, build relationships and generate buzz, plays a pivotal role in a brand’s “Big Game” day marketing success:

Pregaming is a Marathon, not a Sprint

Much like how one would prepare for a 10k or championship game, PR begins planning months in advance to identify key messages, target media outlets and build relationships. Before the “Big Game,” PR collaborates with brand teams to develop narratives that resonate with viewers. Once the narrative is defined, PR pros strategically weave compelling stories that align with the brand’s Super Bowl message across a variety of platforms. This is orchestrated through securing media interviews and exclusives, coordinating strategic product placements and reviews, working with brand ambassadors, and generating anticipation to set the stage for the main event.

Tuning in on Game Day

It’s game day! But alas, the work of PR is not yet done. PR pros are often tasked to monitor social media conversations, engage with fans and seize opportunities that may arise. Remember the 2013 blackout during Super Bowl XLVII? Oreo’s quick response in a tweet – “Power out? No problem. You can still dunk in the dark.” – went viral, showcasing the power of real-time PR. Not only does monitoring help a brand seize opportunities, but it can also help combat any potential mishaps like wardrobe malfunctions to controversial ads that might arise. Swiftly responding and addressing concerns promptly can help preserve brand reputation and mitigate damage.

Post-Game Highlights

Even after the confetti settles, PR continues to track and monitor organic buzz that was generated through media coverage, influencer mentions and social media shares. Analyzing PR metrics can help brands learn and refine its strategy for the next “Big Game.”

So when you’re watching those dazzling commercials during the Super Bowl next year, remember to crack a cold one for the unsung heroes – the PR professionals who work tirelessly behind the scenes to make the magic happen.