The brands that won without buying airtime
While advertisers spent millions on nostalgia bait and AI-generated spots, some brands demonstrated that the Super Bowl’s real opportunity lies in understanding how audiences actually engage with the event.
Chipotle executed a $1 million burrito drop via text-to-claim after halftime as an AI-generated commercial for another brand ran, positioning itself as “the realest 30 seconds.” DoorDash tapped rapper 50 Cent for an integrated weekend campaign promoting their delivery services, leveraging cultural relevance over expensive broadcast spots.
Both brands understood something critical: the Super Bowl is a second-screen experience. Audiences aren’t just passively watching the game. They’re on social, scrolling, texting, and actively looking for ways to participate.
The smartest brands met audiences where they were and gave them something to do.
The most successful brands recognize where attention actually lives during these cultural moments and design campaigns that capture it, rather than simply broadcasting messages and hoping they land.
