The Super Bowl represents a high-stakes maneuver for top marketers. Mess up, and you’ve tipped as much as $8 million down the drain. Stick the landing, and you’ll have reached a third of Americans in 30 seconds.
For the most part, the Super Bowl is reserved for brands that have already come to terms with the risks, like Budweiser, which has run big game spots for over 40 years with only a single year skipped, or 11-time returnee Squarespace.
Occasionally, however, we find a contender willing to take a fresh risk. This year, there’s at least three.
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The original post is at Marketing Archives – Digiday
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