Super Bowl Marketing 2025: The Real Marketing Battle that Happened Online
The Super Bowl is a playground for marketers, and that playground has gotten bigger in Super Bowl LIX with the rise of various online tactics to keep consumers engaged and entertained simultaneously.
With 2.71 million online mentions during Super Bowl LIX, brands weren’t just battling for TV viewers—they were vying for dominance on various online platforms like social media. This shift to a multifaceted digital experience has prompted brands to develop creative strategies to encompass both traditional broadcasts and dynamic digital interactions.
Brands Started to Capitalize on Multi-Platform Strategies
Recent data indicates that nearly 70% of Super Bowl viewers utilize more than one media platform during the game. This trend is referred to as the second-screen engagement where audiences use another gadget—phone, tablets, or computers—to access supplemental content. Audiences also utilize this tactic to participate in discussions and interact with real-time campaigns while watching the game live.
In Super Bowl 2025, brands invested in cross-channel strategies for the Super Bowl LIX, spanning social media, streaming services, television, and out-of-home (OOH) advertising. Taking this approach ensured brands would see continuous engagement before, during, and after the game.
For instance, this year, e.l.f. Beauty opted out of the traditional Super Bowl advertising rite. Instead, it hosted “The e.l.f. Time Show,” a live, interactive stream across platforms like YouTube, TikTok, Twitch, and Instagram. This strategy allowed them to engage directly with their audience in real-time, fostering a more personalized connection.
Interactive Campaigns Enhancing Viewer Participation
Marketers raced to create Super Bowl marketing campaigns that allowed second-screen engagement, including incorporating interactive ads and real-time app activations.
Twix, for example, introduced the "Second Screen Stare Down" during Super Bowl 2025, encouraging fans to visit their website during commercial breaks. Participants who maintained their gaze on the screen had the chance to win prizes, effectively merging traditional advertising with interactive digital engagement.
What the Multi-Screen Era Means to Marketers
The Super Bowl’s transformation into a multi-screen event isn’t just a shift in how people watch–it’s a preview of where digital marketing is headed. Consumers today expect more than just passive viewing; they demand interactive, real-time, and multi-platform engagement. Brands that embrace this evolution by integrating TV, social media, influencer collaborations, and interactive experiences are the ones winning audience attention and earning conversions.
Looking ahead, this trend will only accelerate further. With AI-driven personalization and real-time data shaping digital marketing, the future of Super Bowl advertising—and marketing as a whole—will be less about a single ad and more about sustained engagement across platforms.
Want to maximize your brand’s impact in a multi-screen world? Let’s chat about how we can help you craft a strategy that keeps your audience engaged beyond the big screen! 🚀
