The Big Game is almost here, and this is how your business can capture the hype without blowing millions of dollars.

It's the same story every year: The Big Game is on its way, so a bunch of billion-dollar brands begin battling for attention during the Super Bowl, rolling out some of the most creative (or cringe) high-budget ads you can possibly think of. Did you know that just securing a 30-second commercial slot is now costing upwards of $8 million? According to CNN, the Super Bowl is one of the most expensive advertising stages on the planet.

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Let’s be real... most small businesses don’t have that kind of budget. And even if they did, spending it on a Super Bowl ad isn't going to give them the ROI they'd expect. Most brands take to social media during the game to engage their audience, there's a ton of creative promotions included to get customers involved, and there's a lot that goes into capturing a significant brand moment during the game. However... there are a couple ways smaller brands can create their moment.

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In this article, we'll explore the nuances of the Super Bowl and how smaller brands can make a big impact during game day, even though it may be on a much smaller scale.

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What makes Super Bowl ads so effective?

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Super Bowl ads are both expensive and memorable. The ones that do the best usually are not just selling their product... they try to tell a compelling story, make people laugh, or spark some kind of emotional connection. Here's what typically makes a great Super Bowl ad:

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There's emotional storytelling involved.

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The most iconic Super Bowl ads make people feel something. Whether it’s humor (Doritos’ "Goat 4 Sale"), nostalgia (Budweiser’s "Clydesdale" ads), or heartwarming moments (Kia’s "Perfect Ten"), these commercials create a lasting impression by tapping into feelings and emotions we can all relate to.

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Humor-driven ads, like Doritos’ playful approach, leverage absurdity and relatability to make people laugh and, more importantly, remember the brand. Nostalgic ads, such as Budweiser’s "Clydesdale" commercials, connect with audiences on a deep emotional level, often evoking childhood memories or a sense of tradition. Meanwhile, heartwarming moments, like Kia’s "Perfect Ten" use inspirational storytelling to create an emotional impact that lingers well beyond the game.

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Sometimes the ads include strategic celebrity and influencer marketing.

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From major movie stars to sports legends, Super Bowl ads rely on recognizable faces to grab attention. For example, Drake’s appearance in State Farm’s "Drake from State Farm" ad or the Pepsi commercial featuring Britney Spears, Beyonce, and Enrique Iglesias... both of these commercials became instant conversation starters. Even comedic cameos, like Danny DeVito in M&M’s "Human" ad show how a familiar face can amplify a brand’s message and make an ad more memorable.

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To keep the conversation going, brands are leveraging social media tie-ins and hashtags.

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Super Bowl ads don’t just stop once they've aired on TV, they usually dominate social media with unique hashtags, memes, and interactive campaigns (like Tide’s “It’s a Tide Ad” campaign). Other examples include Doritos’ “Crash the Super Bowl” contest, which invited fans to create their own commercials for a chance to be aired during the game. This annual competition ran for a decade and led to some of the most memorable Super Bowl ads, including "Live the Flavor" (2007) and "Underdog" (2010). You can find various winning entries and fan submissions by searching for "Doritos Crash the Super Bowl winners" on YouTube. Also... who can forget Mountain Dew’s “Puppy Monkey Baby,” a bizarre yet unforgettable ad that trended across multiple platforms.

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It's essential to engage, and react, with your customers in real-time.

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The best Super Bowl marketing isn’t just pre-planned, it’s also dependent on brands reacting to the game and other ads in real-time. Brands like Oreo (“You Can Still Dunk in the Dark”) have gone viral by jumping on unexpected game moments. Another great example is Jeep’s 2020 “Groundhog Day” ad, which capitalized on the fact that the Super Bowl landed on Groundhog Day that year. Even brands like Wendy’s have successfully engaged in real-time, responding to game moments with witty tweets that keep audiences entertained and engaged.

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How can smaller businesses capture hype from the Super Bowl?

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Not every business has millions to spend on a Super Bowl ad, or a whole entire social team to find and respond to every comment and post across the internet. However, that doesn’t mean you can’t leverage the excitement of the game to boost your brand’s visibility. Here are some practical ways you can make the most of your marketing during the Super Bowl:

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Join the conversation on social media.

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• Live-tweet or post reactions to major Super Bowl moments.
• Use relevant hashtags like #SuperBowl or create your own branded hashtag.
• Engage with trending memes and create Super Bowl-themed content tailored to your audience.

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Run a game-day promotion.

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• Offer a Super Bowl Flash Sale during the game.
• Create a “Predict the Winner” giveaway where customers who guess the correct team win a discount.
• Give a percentage off your products based on the final score (e.g., 27% off if the winning team scores 27 points).

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Get creative with video and social content.

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• Recreate a famous Super Bowl ad with your own twist.
• Post behind-the-scenes footage of how your business is celebrating game day.
• Host a quick Q&A or poll about favorite ads and halftime performances.

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Collaborate with other local businesses.

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• Partner with a local restaurant to offer a game-day package.
• Run a joint giveaway with another small business to expand reach.
• Create a community Super Bowl event and promote it on social media.

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In the end, the Super Bowl is what you're able to make of it.

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‍The Super Bowl is more than just a game... it’s a massive marketing opportunity for businesses of all sizes. The best part, you don't need millions of dollars to make a huge impact on game day. There are plenty of ideas you can pull together with your team, and your community, to make a big impact right at home. And if you'd ever like to collaborate on  future Super Bowl ideas, all of us at Empac are always open to chat and find ways to help you make a big splash.