Nearing the end of the chat, the panelists agreed: A well-executed Super Bowl campaign doesn’t end when the game does. True success comes from what happens after the buzz fades.
“A year from now, if we’re not charging higher ticket prices, we have to question if this was the right investment,” said Suzanne Salas, evp of marketing.
Other brands echoed the sentiment, noting that the Super Bowl is more than a visibility play. “It’s not just about engagement metrics or media impressions,” said Erin Albertson, brand marketing director at NerdWallet. “We need to see movement in customer acquisition, purchase intent, and brand affinity.”
As the discussion wrapped, Kelly brought the focus back to the core takeaway, “The most important thing is to make people feel something. If they remember your ad and your brand, you’ve won.”
Featured Conversation Leaders
Julian Ahye – The Athletic – Head of Brand Partnerships
Avery Akkineni – VaynerX – Chief Marketing Officer
Erin Albertson – NerdWallet – Brand Marketing Director
Melissa Coito – Zappi – Vice President, Product Marketing
Anthony Hutchinson – TMP Multi-Channel Wellness Corporation – Chief Executive Officer
Hunter Johnson – Xpedition – Chief Executive Officer
Keyana Kashfi – Spotify– Global Senior Director and Head of Experiential & Content Production
Nataly Kelly – Zappi – Chief Marketing Officer
Will Lee– ADWEEK – Chief Executive Officer
Mark Kirkahm – PepsiCo North America – Senior Vice President Marketing, Pepsi & Sparkling Brands
Elizabell Rivera Marquez – Dreyer’s Grand Ice Cream – Chief Marketing Officer
Laura Petruccelli – nice&frank – Co-Founder & Chief Creative Officer
Megan Ramm – Uber Advertising – Director, Americas
Suzanne Salas – MSC Cruises USA – Executive Vice President, Marketing, eCommerce & Sales
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