Super Bowl XLVI: Indianapolis Plays Host to Marketing’s Biggest Day

Nov 30, 2011

Over the years, the Super Bowl has grown into far more than a football game. The event is a veritable marketing bonanza. The National Retail Federation reported more than $10.1 billion was spent during the 2011 festivities. This translates to serious financial gains made by retailers and marketers who found a way for their business to play off of the Super Bowl.

The marketing of America’s biggest sporting event goes well beyond the millions of dollars spent on 30 second television commercials. The cross promotion of the event has grown to incorporate a variety of platforms with companies attempting to take a direct and indirect piece of the marketing pie.

2011 was the first year that location-based social media giant Foursquare took a stake in the Super Bowl. The web-site featured team-themed Super Bowl badges that provided users with a 20% discount at NFLshop.com. Other sites like GetGlue will attempt to capitalize on the big day by allowing users to check in to the event without ever leaving their couch.

Though the web’s influence on Super Bowl Sunday has grown, traditional grassroots event-based marketing continues to blossom as well. Hundreds of companies will spend the 2012 Super Bowl weekend in Indianapolis courting and wooing potential clients. The NFL estimates between 100,000 to 150,000 visitors during the 10 day span surrounding the event.

The challenge then becomes how to maximize and leverage the vast connections made at the many events, press conferences and parties surrounding football’s biggest day. The marketing winners will utilize promotional tools that fit their established brand strategy. As an industry leader in the manufacturing of a variety of promotional products, we are excited to assist in making the marketing efforts of so many Super Bowl attendees a success in Indianapolis.