Las campañas publicitarias masivas deben complementarse con activaciones tácticas para generar conversión

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…

Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel · 2026 · comprobar

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

Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel · 2026 · comprobar

brand didn't land with me in this the opportunity is how do they leverage the initial commercial which is their brand play to extend further iterations of that campaign concept to bring home the product introduce the brand more for the company you need a tail on that they need a tail they need to have iterations they need to continue that their brand so that you can have that tail and connection otherwise it's going to be a really great campaign that uh looks good on earned media but I I had no idea till you just told me who that ad was from so it was effective from an

Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part One) | Perpetual Traffic EP 671 · 2025 · comprobar

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.

Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel · 2026 · comprobar

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.

Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel · 2026 · comprobar

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.

Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel · 2026 · comprobar

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.

Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel · 2026 · comprobar