Tag: NFL

New Strategy: User-Generated Content at the Super Bowl

Posted on by scott.hodges

The Super Bowl has long been a prime stage for innovative advertising. This year, Doritos has revived its popular “Crash the Super Bowl” contest. The winning commercial, “Abduction,” will air during the first quarter of Super Bowl LIX, marking the competition’s return after an eight-year hiatus.

The winning entry, a collaboration between director Dylan Bradshaw and digital creator Nate Norvell, humorously depicts a standoff between an alien tractor beam and a determined snacker vying for a bag of Doritos. Chosen from over 25 semifinalists, the 30-second spot earned its creators a million-dollar prize and Super Bowl tickets.

The contest invited aspiring advertisers to submit original commercial concepts through an online platform. Entries underwent multiple evaluation rounds, considering creativity, brand alignment, and production feasibility. Public voting then played a key role in selecting the final winner in order to generate engagement and ensure the ad resonated with Doritos’ audience.

The contest’s revival aligns with a broader marketing trend that integrates traditional advertising with user-generated content (UGC). Brands like Poppi and Bud Light have also leveraged UGC to create authentic audience connections at a lower cost. Studies suggest that audience-created ads often achieve higher memorability rates than professional productions.

PepsiCo has incorporated the contest into a comprehensive Super Bowl strategy. The timing of “Abduction” in the first quarter positions it to reach maximum viewership, while coordinated social media teasers and behind-the-scenes content maintain audience engagement beyond game day. The campaign also supports the launch of Doritos’ new Golden Sriracha flavor.

While Super Bowl ad slots command premium rates of $7-8 million per 30 seconds, the return on investment can be substantial. Research from Kantar indicates that 2021 Super Bowl ads delivered an average ROI of $4.60 per dollar spent, with some brands achieving even greater returns. Success depends on creative execution and strategic placement.

By integrating fan creativity with strategic oversight, Doritos has developed a campaign that blends traditional advertising with digital engagement. This approach highlights the power of consumer participation in modern marketing, and offers an innovative model for engagement. It also demonstrates how brands can create impactful, memorable content that extends beyond a single broadcast moment.

Former Giants QB Eli Manning Eyes Potential Ownership Role

Posted on by scott.hodges

Two-time Super Bowl champion Eli Manning has expressed interest in acquiring a minority ownership stake in the New York Giants, the team where he spent his entire 16-year NFL career. In a recent CNBC Sport interview, Manning confirmed that the Giants would be “the only team” he would consider pursuing as an owner.

Manning’s interest comes at a pivotal time as the NFL adapts to modern sports economics by allowing private equity investment of up to 10% in franchises, opening new opportunities for minority ownership across the league. The move reflects the NFL’s broader strategy to keep pace with rising team valuations while ensuring long-term financial stability. It enables teams to access additional capital while maintaining traditional ownership structures, as demonstrated by recent transactions across the league. The Giants, owned by the Mara family since their 1925 founding, have not commented on Manning’s interest. However, similar transactions have recently occurred across the NFL, including Tom Brady’s acquisition of a stake in the Las Vegas Raiders.

While exploring potential ownership opportunities, Manning continues to diversify his business portfolio. Beyond his current role as a minority stake holder in NJ/NY Gotham FC soccer team and partner at Brand Velocity Group, he will serve as a Verizon FanFest ambassador for upcoming stadium events featuring celebrity meet-and-greets with former NFL stars.

“I think my quest post-football is trying to find that passion and find something similar that I can work towards,” Manning reflected on his post-NFL journey. He remains connected to his former team, recently supporting the Giants’ decision to retain head coach Brian Daboll and general manager Joe Schoen. “You’ve got to create some sort of continuity and keep things the same, build that culture, and that just takes time,” he noted, demonstrating his continued investment in the team’s success even as he explores new business ventures in his post-playing career.