Tell Your Story

Story Management


Superbowl Ads: The Championship of Storytelling

By Elizabeth King

For many people, the Superbowl is the ultimate football game, but to me it’s the Championship of Storytelling.

Superbowl commercials have become as important as the game itself. An epic showdown of creativity to create brand loyalty and recognition in 30-60 seconds at a very premium price.

Think about the most memorable Superbowl commercials. What do they have in common? They evoke emotions, draw you in and ultimately tell a story much bigger than the brands they promote.

According to a study by Wunderman, 89 percent of US consumers are loyal to brands to share their values. That translates into big money because 66 percent of US consumers spend more with the brands to which they are loyal (Accenture).

We all want to increase sales and grow our businesses, so how can you use storytelling to connect with your audience?

Step 1: Know Your Story
This means understanding why you do what you do and what values are important to your business. Creating a good brand story is about demonstrating your values to creating a connection with your ideal customers.

Step 2: Know Your Audience
Who are your ideal customers? What do they value? Where do they get their information? By understanding your ideal customers, you can create a communication strategy that connects with them where and when they want to receive information.

You can bet that the companies advertising during the Superbowl have invested a lot of time and effort to understand these two components of storytelling.

This Sunday, more than 100 million people will be watching the big game. That’s why companies are willing to spend millions of dollars for an opportunity to reach their target audience and increase brand loyalty.

About The Author

Elizabeth King, APR, is a public relations professional with more than 20 years of experience in internal and external communications, employee engagement and education, community relations, fundraising and foundation administration, and event management.