Taking Super Bowl Ads Beyond The TV Screen

Super Bowl Sunday isn’t just about the game — it’s a multi-screen experience.

While fans cheer on their favorite teams, they’re also glued to their phones, consuming highlights, placing sports bets, looking up recipes for game-day snacks, texting friends, and engaging on social media.

Live sports have become second-screen spectacles. In fact, 80% of viewers use a second screen while watching sports, according to Google Cloud data, and 71% turn to social media during live TV. This is all amplified during the Super Bowl, which doesn’t just have enormous audiences, it has audiences interested in hearing from brands – 25% of the people who watch the Super Bowl say they’re more interested in the ads than the game, according to Kantar Research.

Sure enough, you might have noticed that these days, the most memorable Super Bowl ads are the ones that don’t confine themselves to the big screen. CeraVe’s award-winning ad last year followed a slow burn of viral marketing, and Verizon left a trail of “Easter eggs” in its ad featuring Beyonce and Tony Hale. That means marketers running ads during the Big Game, including the smaller advertisers running regionally targeted spots, have to think about how their message jumps out across those millions of second screens.

That’s where we come in. By leveraging Infillion’s high-impact mobile ads across premium sports content and social platforms, your brand can create interactive, memorable moments that drive meaningful engagement and conversions in real time.

This dynamic second-screen behavior presents an incredible opportunity for brands to connect with audiences in real time, driving meaningful interactions that go beyond the TV screen. New for this year, we developed The Infillion Super Bowl Digital Amplification Package to amplify your brand’s impact across second screens, ensuring your message reaches users wherever they are (and whichever screen they’re paying the most attention to) throughout Game Day.

But the buzz of a Super Bowl ad doesn’t have to end with the final whistle. Given the enormous investment required in a Super Bowl ad – this year, 30-second ads are priced at $7 million – extending reach and engagement post-game is key.

We know this well – in 2019, when Amazon ran a Super Bowl ad featuring strange uses of its Alexa voice control tech, we turned the creative concept into an interactive space station narrated by astronaut Scott Kelly, which ran across streaming media properties and ultimately went on to win a number of industry awards on its own. Your strategy doesn’t have to be quite that complicated; with Infillion’s package, you can re-air your high-profile Super Bowl spot across contextually relevant content to capture fans who may have missed it or were multitasking during the game. You can even use Infillion’s proprietary location data to re-engage fans who attended the game at Caesars Superdome, delivering tailored messaging that keeps your brand top of mind.

For brands running a Super Bowl spot – and whether the campaign is a long-planned reveal or a last-minute sprint – Infillion’s 2025 Digital Amplification Package is the perfect way to expand reach and enhance engagement. And for those without a TV spot, this package offers the opportunity to shine with a targeted, second-screen strategy on the one day of the year that we know consumers are ultra-receptive to ads.

Let’s create memorable, high-impact moments that keep your brand top of mind before, during, and after the Big Game to ensure your brand is a winner!

Want to hear more about Infillion’s Super Bowl Digital Amplification Package? Reach out to us and we’ll chat!