The coin-toss promotion included a 21-story digital billboard in Times Square with appearances by Anderson and former NFL player Vernon Davis just ahead of the Thursday Night Football kickoff. This season, Smirnoff is also serving as gaming site FanDuel’s exclusive NFL Sunday Prime Time vodka partner. The deal includes a custom Smirnoff No. 21 Cocktail Game Mode that gives fans a chance to win more than $200,000 in cash prizes from now through Super Bowl 58 by visiting fanduel.com/smirnoff.
“This NFL season, Smirnoff really wanted to show our fans how We Do Game Days, including the addition of a new roster of Smirnoff cocktails for every fan and every team to help celebrate what truly brings football fans together,” said Jennifer Holiday Hudson, North America brand leader at Smirnoff.
Hyundai
Hyundai and its agency partners used Amazon Prime’s Thursday Night Football and NBC’s Sunday Night Football to welcome football fans back to a cultural tradition: commuting. It may have inadvertently reintroduced a habit far more familiar to football viewers: yelling and throwing things at the screen.
Hyundai and creative agency Innocean’s ad for the new Kona and Kona EV depicts (and nominally applauds) the vehicles taking drivers back to the office after years of remote work. However, YouTube commenters don’t share the marketers’ mirth, remarking “Thank you for reminding us all how awful RTO is” and “This is corporate propaganda to get people to return to the office.”
Those comments aren’t being made in a vacuum. Multiple reports have indicated that a forced return to office is hampering companies ability to both recruit and retain talent. And while a majority of workers are back in the office—not all of them are happy to be there. So while Hyundai envisioned these spots as an opportunity to discuss navigation features, digital keys and parking assistance in front of a large audience—with Hyundai CMO Angela Zepeda citing Sunday Night Football’s average 19.9 million viewers in 2022—it received fiery feedback about a still-touchy workplace topic during a time when most viewers are escaping said job.
Hugo Boss x Roblox
For Super Bowl 57 in February, metaverse game developer Gamefam teamed with the NFL to launch Super NFL Tycoon on Roblox, which allows fans to live out their fantasy of being NFL team owners. They even kicked it off with an Intuit-sponsored Super Bowl concert featuring Saweetie.
