When brand impact is magnified through celebrity: Touchdowns and fumbles in Super Bowl advertising
Neuro-Insight scientist and analyst Felicity Bigelow, PhD, outlines how brands can make the most of celebrity collaborations to have long lasting impact.
Sport helps us to form relationships with others and to feel emotionally, socially, and psychologically connected.
It is therefore not surprising that more than 200 million+ individuals tuned in to watch the Kansas City Chiefs beat the Philadelphia Eagles in Super Bowl LVII on February 12.
Interestingly, the entertainment and hype surrounding the Super Bowl extends beyond the athletic prowess displayed on the football field. A recent study (Economist/You Gov Poll, 2022) found that 27% of Super Bowl viewers consider the commercials to be their favourite part of the championship event, rather than the game itself. Importantly, this interest continues after the Super Bowl, with brand-related conversations increasing by 22% during the following week (Lovett et al., 2019).
Nice one Flick!