Revolutionary digital campaigns of Super Bowl 2022: a new era of interactive advertising

Brands have for this must-see sporting event armed themselves with the 3 key elements synonymous with a successful digital campaign:

1. Understand their target audience: it is important to understand your target audience and what interests and motivates them. Demographic information such as age, gender and location can be used to target your audience effectively.
2. Use the latest technologies: digital technologies are constantly evolving and it is important to use them to create interactive and immersive campaigns. Augmented realities, facial recognition and virtual reality can be used to create unique experiences for consumers.
3. Create quality content: for a successful digital campaign, it is important to create quality content that informs, entertains and engages consumers. Content must be clear, concise and easy to understand to be effective. It is also important to make it visually appealing to hold consumers’ attention.

For example, Pepsi made a big impact by launching an augmented reality campaign that used QR codes to unlock exclusive experiences for users. This campaign was also boosted by celebrities such as artists Mary J. Blige, Dr Dre, Snoop Dogg, Kendrick Lamar, and Eminem all coming together after Dr Dre’s call. By picking up on the codes of cinema, the brand invited its audience to use its QR codes to access the behind-the-scenes of the campaign, with never-before-seen videos, gifts, and accessories to win, including those signed by the artists.

As for the sandwich brand Subway, it partnered with the three NFL stars Russell Wilson, Trevor Lawrence, and Marshawn Lynch to reinforce its digital strategy. Following the “Sandwich Artists” campaign in partnership with a TikTok influencer in late 2019, Subway continued its monitoring of social and digital trends by using the popularity of NFL players. On February 5, 2022, Subway offered an exclusive menu called “The Vault” that included the Super Bowl athletes’ favorite sandwiches. Consumers could only discover this special menu through the brand’s website or app. The three signature sandwiches include the “Dangerwich”, the “Beef Mode”, and the “Sunshine Sub”, available for fans of the athletes, Super Bowl, and sandwiches.

Groupon, the online deal leader, partnered with NFL player Rob Gronkowski to create an original digital campaign for Super Bowl 2022. The “Party Like a Player” contest offered winners the opportunity to celebrate the Super Bowl at Rob Gronkowski’s place.
This digital campaign allowed Groupon to stand out by offering a unique and unforgettable experience to its consumers. In collaboration with Rob Gronkowski, Groupon was able to capture the excitement and energy of the Super Bowl and offer consumers a once-in-a-lifetime experience.
In collaboration with Rob Gronkowski, Groupon was also able to capture the attention of its target audience by using the athlete’s popularity to enhance brand awareness and encourage consumers to participate in the contest. This also allowed Groupon to strengthen its collaboration with the athlete.

These campaigns have shown the importance of technology for both advertisers and consumers. Consumers are becoming more open to interactive and immersive experiences. Advertisers, on the other hand, are becoming increasingly aware of the importance of using new technologies to seduce their audience with unique and increasingly advanced experiences.
Digital campaigns had a significant impact on Super Bowl 2022 by strengthening the connection between advertisers and viewers. They allowed advertisers to stand out and rekindle interest among viewers for a brand they already knew and thus strengthen existing connections.