As the excitement surrounding Super Bowl 2024 continues to mount, there has been a noticeable shift in the advertising landscape. Companies who traditionally fought for the chance to secure expensive ad slots during the big game are redirecting their focus from conventional commercials to immersive brand experiences.

In the days leading up to the largest US sporting event of the year, the anticipation for high-budget ad slots is palpable. Yet, an increasing number of brands are recognising the diminishing returns on investment on 30-second ad slots with an average cost of $7 million. This has prompted a conversion towards alternative marketing strategies that promise more direct and lasting connections with their target audience. Although brand experiences may not attract as many eyeballs as a Super Bowl commercial, their impact is often more significant and sustained.

Rather than vying for attention in the crowded ad space of the Super Bowl, digital brands in particular are offering attendees a tangible interaction with their products and services, aiming to forge emotional connections with their Gen Z consumers, resonating long after the event has concluded. This year, for instance, Uber has created a premium experience for attendees with Grammy-nominated artist Post Malone headlining, offering attendees not just a ride, but an unforgettable pre-game celebration. Meanwhile, Paramount is also turning to live experience, hosting a free immersive experience for fans called ‘Expedition Vegas’. The engaging entertainment event is centered around the newly built Paramount Mountain, showcasing the network's key areas through interactive games, content creation opportunities, exhibits, giveaways and more. The annual, in-app TikTok Tailgate event is also highly anticipated. Singer Gwen Stefani is set to captivate audiences with a live performance alongside appearances by National Football League (NFL) special guests, and the active participation of TikTok creators facilitating hours of engaging content.

This increased focus on creating memorable live experiences isn't confined to the Super Bowl; it reflects a broader trend seen in various global events, for example we collaborated with Netflix for their debut at Cannes Lions last year, taking over the rooftop space at the JW Marriott. Throughout the space, guests experienced vignettes inspired by some of Netflix's biggest titles, including Wednesday, Squid Game and Stranger Things. Similarly, brands are using SXSW to create impactful brand moments, including HBO Max, who showed up in 2023 by creating their own ‘Coffeehouse’; a premier destination to access exclusive content across the HBO portfolio, through discussion sessions, cocktail hours and live performances. Some of the most influential decision makers attend these global events so brands are seizing these opportunities and hosting their own fringe experiences to become part of the conversation, tapping into cultural phenomenon. By using globally renowned events as a platform, they tap into the existing heightened emotions surrounding the events, creating 'money can't buy' experiences fostering strong brand resonance.

Our Managing Director, Louisa O'Connor adds, “Whilst a Super Bowl ad may generate buzz for a short period of time, brand experiences have the potential to create lasting memories and amplify reach through word-of-mouth and social media. In today’s world, where AI is disrupting authenticity, physical activations have the ability to create more emotional resonance than a 30-second ad ever could.”

The question looming large is whether this marks the future of advertising across the entire events landscape. The answer seems to be a resounding yes, as brands are driven by the growing desire to create authentic bonds with consumers by tapping into their emotions, which can only truly be achieved through the power of a live experience.