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Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel
31 ideas de marketing sacadas de «Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel», de GaryVee. Sobre todo de canales de…
- 31 ideas despiezadas
- Fuente GaryVee
- Dura 1 h 00 min
- Publicada en 2026
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Estrategia invertida de contenidos: validar 'pequeñas piedras' para construir la gran campaña
Estrategia de contenidosEn lugar de idear una gran campaña masiva desde arriba mediante suposiciones creativas para luego adaptarla hacia abajo, conviene publicar y escalar piezas de contenido contextuales y segmentadas durante todo el año ('pebbles') y convertir la pieza ganadora de mayor resonancia orgánica en el brief de la gran campaña masiva ('boulder').
It's almost like we're going to go into this world where the big boulder comes, but it's going to be all those pebbles that you do across the year. And not always the way we do it at Vayner, but done best. It's pebbles that scale all year. And the golden pebble becomes the brief and becomes the framework of the Super Bowl at the end, not the reverse. I think we're all going to wake up within the next half decade and do it the reverse. It's going to be the pebbles at scale of relevance all year that come September, October, November, December, if you're late, will become the brief. I am going…
Escúchalo en el minuto 54:20
Creación de contenido reactivo en alto volumen para maximizar el alcance algorítmico
Estrategia de contenidosDesarrollar un motor interno de creación de contenido ágil y de bajo costo de producción permite multiplicar los intentos frente a los algoritmos orgánicos, logrando que piezas imprevistas de pequeña escala generen resultados desproporcionados.
And I guess to just build on what Gary just said, for us, what that means in terms of how we build relevance is to build a highly attuned, always on reactive content creation engine within the team that has its ears to the ground all the time and is constantly churning things out all the time. Because the more at-bats we have, the more shots we have at getting the algorithm to do the work for us and deliver our content to as many people as possible. And for us, that means things that are like tiny in scale that you never would have placed your bets on sometimes deliver outsized results…
Escúchalo en el minuto 56:16
Aprovechar las actividades reales del negocio como jornadas de producción de contenido
Estrategia de contenidosEn lugar de invertir grandes presupuestos en rodajes en escenarios ficticios, las marcas deben ver sus eventos reales, podcasts, pruebas y reuniones como días de producción continua para documentar y extraer clips orgánicos para redes sociales.
And I think the thing that I would say is the thing that most caught my attention in that beautiful rant was I hope brands are starting to realize like everything's a production day. And then to pay, and then the second part that's antiquated is we spend an enormous amount of money to do a production in a fake environment. It just feels like there's a better way. It just becomes a day-to-day way of life. And I think whether it's sampling, whether it's experiential, whether it's business meetings internally, I know weird stuff that I would, you know, that as you know, Jim, people made jokes of…
Escúchalo en el minuto 44:24
ConversiónLa notoriedad generada por grandes campañas masivas debe complementarse inmediatamente con rutas de activación sencillas. Simplificar el mensaje a una acción inicial accesible y respaldarla con eventos o puntos de contacto presenciales a lo largo del año permite transformar la atención de alto nivel en conversiones y hábitos reales.
So this idea that you can just start with a blood test and it is a starting point. It's an important tool once you get screened, but the point is you can get screened and get peace of mind as an initial first step. So we kept the message really simple. So there were a lot of layers to this because really what we're trying to do is build awareness to the point, but then activate where people are taking action. So we're doing screening events throughout the year. We did an amazing event with the 49ers where people are actually getting screened or have the opportunity to get screened, and they…
Escúchalo en el minuto 35:21
Uso de datos orgánicos como filtro para amplificar campañas de pago
Medición y experimentosEn lugar de encubrir contenido deficiente con pauta publicitaria, se debe evaluar el rendimiento orgánico cuantitativo y cualitativo para identificar las ideas ganadoras antes de escalarlas a embudo bajo o a campañas masivas de medios.
I think between now and then there's an opportunity for a lot of the brands here to use the insights of their winning social media organic. Because when you start using paid to cover it up, you're back in television land on social, which is double bad. Luckily, we're spending so little on the production of that creative that we can make a lot of it. And when the quant and qual is clear data, then we can start the process of what we want to do next, whether for some brands, send it to the lower funnel and do performance, or if some brands send it all the way up to the Super Bowl.
Escúchalo en el minuto 55:34
Marca y posicionamientoAl recurrir a celebridades en campañas publicitarias, existe el riesgo crítico de que el público recuerde al famoso pero no a la marca (afectando negativamente el brand recall). La marca y su mensaje deben mantenerse como protagonistas visibles y no quedar relegados a un segundo plano.
I'm scared to use celebrities. I think a lot of people wake up this morning and they're like, oh, did you see the Scarlett Johansson ad or did you see the – you know, it's just – I get scared about that. I thought – there was somebody who sent a tweet out that said a lot of brands are going to be upset this Monday morning on their brand recall, you know, because they pay a lot of money to individuals to play second or third fiddle. One, the brand really was really well represented throughout the ad and did not play third fiddle. I – where I started to where we ended up, kudos to the team on…
Escúchalo en el minuto 5:25
Estrategia de contenidosPara rentabilizar las costosas activaciones y eventos experienciales, las marcas deben plantearlos estratégicamente como jornadas de producción audiovisual. Al integrar creadores e influencers y programar la captura de material creativo in situ, el impacto trasciende a los asistentes físicos y genera activos de redes sociales para la audiencia masiva.
I think here's something different, Jim, for sure. Brands are getting smarter and smarter, in my opinion, of understanding how to get more value out of experiential, you know, more thoughtful about bringing influencers there, getting them to create content. They themselves are getting content, more thoughtful programming at the experiential events. Something we've been hot at Vayner for a long time of like, these events are good as production days for creative and social. I would say it used to be a little bit even more B2B. It's now B2B2C in some ways. spent five to 10 times more and got…
Escúchalo en el minuto 1:06
Medir el impacto comercial directo en lugar de métricas intermedias o proxies de vanidad
Medición y experimentosEl engagement superficial, los seguidores y las suscripciones a newsletters son meros proxies que no garantizan fandom real ni intención de compra; la lealtad y el éxito de marca deben medirse a través de acciones directas como venta de entradas, adquisición de mercancía e impacto real en el negocio.
You know, like somebody following you or signing up for your newsletter doesn't mean they're an actual fan. By the way, I am literally – I don't literally sign up for the Jets newsletter nor do I actually think I follow the Jets on every social platform. I will kill people for the Jets. Ticket selling stuff. You know, showing up for – like impact. I think we – you know, I don't know why this industry is addicted to proxies to the punchline. You know, let's measure the punchline to your point. and I think I'm so excited for all of you that we're in this era because I think we have overvalued…
Escúchalo en el minuto 51:15
ConversiónLas marcas de consumo masivo que invierten en grandes eventos publicitarios deben incluir llamadas a la acción directas dentro del propio anuncio (como códigos QR interactivos o sampling a escala) para convertir la atención masiva en prueba de producto inmediata en lugar de limitarse a notoriedad pasiva.
I actually think it's one of the things brands miss too much of, like, action-oriented. This goes back to the Coinbase bouncing QR code. I continue every CPG that's listening. But I think trial and sampling should be happening at Super Bowl at scale through the spot itself
Escúchalo en el minuto 14:50
Mensaje y copywritingPara evitar que el uso de celebridades en campañas masivas opaque el recuerdo de marca, la narrativa debe partir de un atributo intrínseco del producto, integrar señales de marca continuas a lo largo de la pieza y rematar con un cierre alineado al posicionamiento.
But then you mentioned brand recall. And so that's really how we're thinking of offsetting the risk of this being the Scarlett Johansson ad, for sure. So we are very intentional about starting with the product and the brand. I go back to saltiness as a platform. And the payoff also has to really resonate in terms of what the brand stands for, And then we are very deliberate about having all the right branding cues all throughout the spot. So, you know, making sure that people actually attribute what we do to RITs.
Escúchalo en el minuto 24:09
Mensaje y copywritingEn campañas publicitarias de gran alcance, intentar apelar a toda la audiencia general suele desembocar en mensajes genéricos sin impacto. Una estrategia más efectiva consiste en combinar una figura de alta notoriedad con talentos secundarios o figuras de culto que generen autenticidad y una conexión profunda con subsegmentos apasionados, optimizando además el retorno de inversión en talento.
I think the other thing that's important is to have authentic storytellers. So when you talk about celebrity, Gary, and we did use Gronk, it was about that relationship with coach Arians and that player coach relationship and the authenticity of that. I appreciated that you used, and by the way, I'm big on this, lower cost. But I will say that one of the hardest things in television commercials and why I struggle with them outside of this platform is you tend to go vanilla and you're trying to be everything to everyone and you end up being nothing to no one. So relevance is incredibly hard in…
Escúchalo en el minuto 35:46
Mensaje y copywritingEn campañas publicitarias de gran alcance, intentar apelar a toda la audiencia general suele desembocar en mensajes genéricos sin impacto. Una estrategia más efectiva consiste en combinar una figura de alta notoriedad con talentos secundarios o figuras de culto que generen autenticidad y una conexión profunda con subsegmentos apasionados, optimizando además el retorno de inversión en talento.
I think the other thing that's important is to have authentic storytellers. So when you talk about celebrity, Gary, and we did use Gronk, it was about that relationship with coach Arians and that player coach relationship and the authenticity of that. I appreciated that you used, and by the way, I'm big on this, lower cost. But I will say that one of the hardest things in television commercials and why I struggle with them outside of this platform is you tend to go vanilla and you're trying to be everything to everyone and you end up being nothing to no one. So relevance is incredibly hard in…
Escúchalo en el minuto 35:46
Alinear la creatividad con el gráfico de intereses mediante hiper-relevancia por segmento
Investigación de mercado y clienteLa transición del grafo social al grafo de intereses en las plataformas premia la relevancia contextual; para captar atención y generar consideración de compra, las marcas deben abandonar los mensajes genéricos y producir creatividades adaptadas a las características demográficas, culturales e intereses específicos de cada microsegmento.
And in a world where in social we've moved away from, you know, the social graph into a content graph world and people are less likely to follow brands but more likely to stay tuned into their algorithm and views are now, you know, elevating in importance and engagements elevating importance. And what's really interesting, brother, is now that we're in an interest graph, not a social graph framework, it allows all of us to finally double down on what we've all been missing, which is more relevance with more different consumer segmentations to drive our actual businesses. You can imagine that…
Escúchalo en el minuto 50:54
Diseñar eventos experienciales físicos priorizando la generación de contenido digital
Estrategia de contenidosAl planificar activaciones presenciales o eventos de marca, el objetivo principal no debe limitarse a la experiencia del asistente en el lugar, sino a crear un entorno propicio para producir contenido digital masivo que impacte a la audiencia remota.
And I think that started the conversation of, OK, well, we should probably invest more from a content perspective. And like Gary said, you know, like Raising Cane's does, they create these environments where it's really fun to be there in person. But really, the goal isn't to make it the most fun in person. The goal is to make it the most fun digitally. And that's to create a lot of great content to create that moment.
Escúchalo en el minuto 42:27
Estructuración de campañas de cambio de comportamiento basada en insights y barreras
Investigación de mercado y clientePara generar cambios de comportamiento a escala en temas difíciles, las campañas deben construirse identificando con precisión tanto el insight cultural como la barrera psicológica o desinformación concreta que frena la acción del público objetivo.
And, you know, behavior change at scale, there's nothing harder. And particularly with health behaviors, really, really tough. So an unlikely road for me to be here at a pharma company, but bringing all that I learned and all the best practices around consumer engagement and really building off an insight. So like the colleagues on this podcast, we really start with the insight. What is it? And then what is the behavioral barrier? What are we trying to change? So that's sort of the two pieces led to this, you know, we did a lot of behavioral and insights research and got to the insight around…
Escúchalo en el minuto 31:58
Estrategia de contenidosPara rentabilizar y prolongar el impacto de un anuncio en un evento masivo, las marcas deben crear activaciones previas de 'sonido envolvente' ancladas en percepciones reales de los consumidores (outside-in insights), generando tracción y conversación social antes del lanzamiento principal.
I mean, I think what we learned last year was, first of all, that the Super Bowl is a very unique period in time. When you have this sort of collective attention of so many people that if you have the right creative and you have the right strategy and you can make that moment incredibly impactful, it is an unbelievable ROI that you can get. But we really felt like, you know, sort of similar to the comments that Steven made, that we could create more surround sound opportunities around that singular moment so that you can make that investment last a bit longer. And so even leading up to the…
Escúchalo en el minuto 27:43
Canales de adquisiciónEn categorías de consumo donde el producto permite una prueba sensorial directa en el punto de venta (como oler una fragancia o líquido antes de comprar), el rol central del marketing es traccionar visitas físicas hacia la tienda, ya que la experimentación previa en estantería detona la conversión y fortalece la confianza del distribuidor retail.
that sampling and trial is incredibly important. And for us, though, our product actually is, to some extent, sampleable in-store in a way that, for example, But we often see the consumer behavior in-store for our product is they open up the bottle, they take a sniff, and if they like it, they'll purchase it. And so for us, that drive to store and that stickiness to actually get into stores and try the product is incredibly important. And the one thing that we need to be able to deliver as a marketing team is that confidence among our retail partners so that they know that we are going to…
Escúchalo en el minuto 30:27
Marca y posicionamientoUna gran activación de marca de alto costo no debe funcionar como un momento aislado, sino como el debut de una experiencia continua que se sostenga y aproveche estratégicamente durante todo el año.
Yeah, I mean, Jim, I'll just say build an experience. I mean, we all sort of said it in different ways, but the Super Bowl activation or the tactic is just part of the experience. And you really need to think about that long and hard and support it throughout a year. It's not a one moment. It's a debut or a moment to get attention, but then it's what you do with it afterwards.
Escúchalo en el minuto 58:42
Marca y posicionamientoAl buscar disrupción en un sector o disciplina consolidada, se debe evitar alterar cada detalle por simple novedad. La disrupción efectiva combina el respeto a la excelencia operativa de los fundamentos con innovaciones intencionales en momentos clave de la experiencia del consumidor.
The first thing I wanted to do coming in, because I don't have a full F1 background, is let me bring in all the experience I have and innovate at every nook and cranny that I can. And I think what I've quickly realized is, while that would be fun and exciting, there is a high level of importance to keeping some foundational excellence. And give, you know, give the discipline of Formula One the respect that there's some things that need to stay just foundationally excellent and you do the foundations correctly. But, you know, innovating with intention. So it's not innovation for the sake of…
Escúchalo en el minuto 49:41
Marca y posicionamientoAl buscar disrupción en un sector o disciplina consolidada, se debe evitar alterar cada detalle por simple novedad. La disrupción efectiva combina el respeto a la excelencia operativa de los fundamentos con innovaciones intencionales en momentos clave de la experiencia del consumidor.
The first thing I wanted to do coming in, because I don't have a full F1 background, is let me bring in all the experience I have and innovate at every nook and cranny that I can. And I think what I've quickly realized is, while that would be fun and exciting, there is a high level of importance to keeping some foundational excellence. And give, you know, give the discipline of Formula One the respect that there's some things that need to stay just foundationally excellent and you do the foundations correctly. But, you know, innovating with intention. So it's not innovation for the sake of…
Escúchalo en el minuto 49:41
Canales de adquisiciónPara maximizar el retorno de un gran hito publicitario (como un anuncio del Super Bowl), se debe orquestar una estrategia periférica previa de relaciones públicas, filtraciones calculadas y contenido en redes sociales durante los días previos para generar conversación antes de la emisión oficial.
Two, I think we masterfully played what we believe in, which is surround sound, Super Bowl surround sound. It was just incredibly talked about for the 10 days leading up, including the fact that we ceded photos to the press anonymously of William eating cereal while he was driving, which was from the shoot but was interpreted by the general population as a real photo of him eating cereal while he was driving, which created a lot of buzz. And I really appreciated all the social creative and all the PR strategies we put in place to do Super Bowl surround sound. And if you do not use social…
Escúchalo en el minuto 6:29
Usar medios masivos para amplificar la comunidad social existente en vez de cambiar la identidad
Canales de adquisiciónAl dar el salto a grandes escenarios de medios masivos, las marcas nacidas en redes deben mantener su autenticidad y creadores en lugar de crear un anuncio genérico. Tratar la televisión masiva como una táctica de amplificación dentro de una estrategia social continua moviliza a la comunidad existente a defender y viralizar la marca frente a nuevas audiencias.
But we need to amplify what we currently have. We have this momentum with our community, with our creators, building that product love, right? I think the confidence came from knowing that we were not going to change the brand, right? We're going to continue to remain authentic to who we are, remain through the really knowledge of our creators, our OGs, as we call it, right? And the people that know these brands love the brand so much that it amplifies and grows and they take the social to speak for us. Again, because we we looked at the Super Bowl as a tactic on a full campaign rebrand…
Escúchalo en el minuto 46:14
Canales de adquisiciónPara maximizar el impacto de un gran lanzamiento, combina un anuncio televisivo de alto alcance con una activación física abierta al público general en un punto neurálgico de alta visibilidad, en lugar de recurrir a eventos privados y exclusivos.
And we married it to not just a spot, but doing a physical activation. And we did that a little differently as well. Instead of doing an invite-only event in a warehouse somewhere, we actually focused on putting it in the most accessible place possible in a city that doesn't have a race, but a city that's a global crossroad. So Times Square, home of all countdowns, we brought a countdown to the livery reveal there. So we matched our Super Bowl commercial to a physical reveal in Times Square.
Escúchalo en el minuto 19:35
Correlación directa entre interacción orgánica, búsqueda y demanda real
Medición y experimentosEl nivel de interacción orgánica en redes sociales presenta una correlación casi directa con el incremento en volumen de búsqueda orgánica y el consumo o demanda efectiva del producto.
I mean, we also are our category has the luxury of having pretty immediate data availability from a consumption perspective. And so we see very, very highly correlated when we see social organic social engagement with organic search volume, with actual consumption and pull through on demand. It all tracks one to one.
Escúchalo en el minuto 55:54
Canales de adquisiciónLas marcas de consumo masivo deberían destinar mayor presupuesto al muestreo directo y experiencial en eventos masivos en lugar de depender exclusivamente de las degustaciones en supermercados, evitando los altos costos de los minoristas y reactivando a consumidores que llevan años sin probar el producto.
Because I really do, you know, as a marketer, I say this, and this might be a little wild, but I think a lot more money should be put into trial and sampling and not at the grocery or retail level because they're going to tax you to death. More just like experiential. I think it's a way to reinforce and trial is incredibly underrated by us consumer package good people. Like just like once, you know, there's a lot of people who haven't had a Ritz in seven
Escúchalo en el minuto 25:37
Canales de adquisiciónEl impacto de las grandes inversiones publicitarias de alcance masivo requiere una fuerte ejecución y visibilidad en el punto de venta para capitalizar la demanda generada y convertir la atención en compra.
And I think the other thing in terms of surround, we had more runway in-store. That's a really big focus for us. Obviously, it's the full 360. But in-store is really where the magic happens. So we had a really big focus there.
Escúchalo en el minuto 22:24
Canales de adquisiciónEn lugar de descartar los grandes eventos deportivos o conferencias de la industria como meras fiestas de ocio, los líderes y operadores B2B deben aprovecharlos como puntos de máxima eficiencia para agendar reuniones presenciales uno a uno o en grupos reducidos con clientes, colaboradores y prospectos clave.
I would say that the individual meetings, you know, just having, you know, one of my favorite things about Super Bowl, and this is a very B2B answer for everyone who's watching. I like CES because of the efficiency. You know, everybody can play it the way they want to play their Super Bowl weekend. For me, the one-on-one meetings, the one-on-five meetings, definitely the highlight for me was Wednesday night when we had 15 VaynerX employees together in a private room and just doing family business, you know. And then Thursday, there's just a lot of one-on-one meetings with clients and then…
Escúchalo en el minuto 3:25
Apalancamiento en creadores y empleados para generar tracción genuina de marca
Marca y posicionamientoIncluir a creadores de contenido de la propia comunidad en grandes campañas en lugar de celebridades tradicionales despierta un fuerte orgullo de pertenencia tanto en la audiencia como en los empleados internos, creando un impulso de marca que no se puede fabricar artificialmente.
We didn't have celebrities. We had creators. And for them, they are celebrities, right, in their own ways. And they started to really feel that pride that I'm going to be in a Super Bowl ad. So moments like this is what really reinforced that your people and your community are your most important assets. And I think when they feel that pride that the brand is building, it just creates a momentum that you can't really manufacture in any way.
Escúchalo en el minuto 17:28
Canales de adquisiciónPara maximizar el retorno de grandes hitos de campaña, conviene diseñar plataformas de marca integradas y flexibles que se expandan a activaciones experienciales in situ con alto nivel de producción, involucrando al público general de forma directa y propiciando cambios de comportamiento.
We had an on-site activation and experiential activation. And we believe very strongly in building platforms that can be stretchy and go into experiences. So the care and the craft of these experiential activations that, like, not that long ago were So people were really going deep into it. And you're really engaging the general public. I mean, because we wanted to show up as an integrated platform and really capture both kind of the attention of the general public and get people to make behavior change. And so we really surrounded the campaign, the Super Bowl activation.
Escúchalo en el minuto 13:01
Canales de adquisiciónLas plataformas de publicidad masiva de alto impacto (como la Super Bowl) resultan idóneas tanto para B2C como para B2B cuando una empresa necesita corregir un malentendido generalizado en el mercado o comunicar una transformación relevante de lo que ofrece.
Awareness is exactly what Super Bowl's for a lot of times. And I would say B2B companies, B2G companies, B2A companies, B2C company. Like this misunderstanding or not aware of is the first people that should be doing Super Bowl, especially if there's something you used to know and now there's something you need to know.
Escúchalo en el minuto 15:55
Volumen de ventas anual de galletas Ritz
Medición y experimentosRitz comercializa un volumen de 32.000 millones de galletas al año a nivel global.
We sell 32 billion crackers each year.
Escúchalo en el minuto 26:21
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