A Super Experience.
The Minnesota Interactive Marketing Association had a Q & A with our VP Head of Digital, Jillian Froehlich, for her thoughts on local brands' Super Bowl activations.
Q: In your expert opinion, which Minnesota brand did the best job with their Super Bowl digital activation/campaign? Tell us why you chose them and what other marketers can learn from them?
A: It was exciting to see so many Minnesota brands participate actively in Super Bowl LII festivities— including our own KNOCK clients: Caribou Coffee, Mall of America and Target. These companies leveraged the Big Game’s presence by connecting with consumers through curated experiences that included physical retail touchpoints, product-specific merchandise and digital activations.
Caribou Coffee did this exceptionally well as the “Official Coffee of the Bold North.” The brand embraced their Minnesota heritage in a way that attracted both Super Bowl visitors and passionate locals. With an authentic cabin feel as its draw, it gave high-traffic locations at MSP airport, Mall of America and Nicollet Mall—among others—an Up North experience. Adding to the experience were cup sleeves, food and beverage products and mobile sticker packs with Minnesota sayings that brought our state’s charm to life. The campaign was also integrated on the brand’s web site.
Q: Seeing one more Super Bowl come and go, do you feel the Super Bowl is still a wise marketing investment for brands? When is it the right strategy?
A: When evaluating the investment for local market activations during the Super Bowl, brands should fully recognize the sheer volume of competition. Essentially, they’re vying for consumer attention with many other brands through private and public experiences and events. It’s a daunting and demanding task that, to be successful, needs to honor key variables: meet business objectives, support the brand’s authenticity, connect audiences with exceptional creative, and deliver it all holistically across channels. When all of this is done appropriately, it is a wise investment.