With $7 million price tag per Super Bowl ad, brands are ‘hacking’ the system. Here’s how.

There has always seemingly been two Super Bowls for brands to participate in: The game day broadcast with standard (and expensive) 30-second ads, or so-called hacking everything happening around that broadcast, from second screens to experiential events, to build buzz around the Big Game.

With a $7 million dollar price tag for a single, 30-second spot, a hacking strategy is a compelling argument for brands that want to be part of the Super Bowl, while simultaneously cognizant of their ad spend. (Here’s what a $7 million, 30-second Super Bowl ad can purchase in digital media this year.)

For the last five years, Danone has successfully hacked the Big Game with its yogurt brand brand Oikos via digital buys, in-store displays, sweepstakes and other tactics. This year, the company is expanding that playbook to two other brands, Silk and STōK Cold Brew Coffee. (Inside Danone’s Super Bowl hacking strategy here.)  Per the company, it’s a strategy that nearly doubled brand sales at one point.

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