Max Ward on Brands Beyond the End Zone

I was asked to review the best and worst ads of Super Bowl 2016, but I’d rather look at the brands that have boxed smarter (I didn’t know any football analogies), not paid the $5m for a TV spot but benefitted from all of the NFL hysteria.

First up is Uber, and its new UberRush rapid delivery service, which partnered with Dick’s Sporting Goods to deliver T-shirts commemorating the winning team’s victory within two hours of the end of the game. Fans could have them on their backs whilst still in the midst of their celebrations. I would imagine there is a large pile of ‘Panthers Super Bowl Champions’ T shirts heading to an incinerator somewhere.

NFL forged an official partnership with the millennial's social platform of choice, Snapchat, and shared both official and curated fan content in Live Stories. Brands also played on the platform. Successes include Gatorade creating a sponsored lens that allowed users to recreate the ‘Gatorade Dunk’ tradition and share to friends. Serena Williams, as part of her ongoing partnership with the brand, dunked herself followed by a heap of other celebs. Taco Bell allowed people to pre-order their new quesalupa and anti-superhero film, Deadpool, created branded photo filters.

Animal Planet continued its Puppy Bowl, now in its 11th year, to raise awareness for dog shelters around the country. Sponsored by Pedigree, this year's campaign included a live stream, 20 puppies, a skunk referee and a victory for Team Ruff. Unsurprisingly, when a host of cute pets are involved, the event garnered lots of chatter on social media and PR coverage from the likes of the MailOnline. 

All of these campaigns demonstrate smart thinking around the big event whilst avoiding the monumental costs associated with buying an ad spot. They might not make it onto the various ‘all the best TV ads from Super Bowl 50’ but then they don’t need to. They're reaching their audiences on the platforms they spend time on, not vying for trade recognition.

If I must choose this year's best ad, it has to go to Audi R8. Bowie, fast cars, astronauts and an actual plot; what’s not to like? Worst pick goes to Amazon Echo with Alec Baldwin, confused and really not funny. Weirdest – Avocados in Space, not because they’ve tried to be oddball, but because I just don’t understand how they can afford it? It must be an American thing. Our equivalent would be British beef sponsoring the darts.