5 Winning Super Bowl Retargeting Strategies for Brands 

The Super Bowl is much more than a football game—it's a global cultural phenomenon. With over 125 million viewers tuning in for Super Bowl LVIII and projections for Super Bowl LIX to exceed 100 million viewers again, the event offers an unmatched opportunity for advertisers to engage with diverse audiences. Whether it’s the game, the halftime show, or the iconic commercials, the Super Bowl presents a fertile ground for cross-channel, mobile-first advertising strategies. Here’s how brands can score big with Super Bowl retargeting campaigns:

The Impact of the Super Bowl for Advertisers

The Super Bowl isn't just a sporting event—it's a marketing juggernaut that unites global audiences. The 2024 Super Bowl broke records, with 125 million viewers tuning in across TV and streaming platforms. Increasingly, viewers are watching the big game outside of linear TV channels. In fact, 35% viewers used streaming TV apps to watch the event in 2024.

For advertisers, this means a key opportunity to reach massive and diverse audiences across the multimedia marketing landscape. Brands that embrace the Super Bowl as a platform for storytelling, interactive campaigns, and creative engagement can amplify awareness, drive conversions, and secure long-term customer loyalty. The question isn’t whether to participate—but how — to stand out.

Need Ideas for your Super Bowl retargeting strategy? Check out these Hot Takes:

• Capitalize on Competitors' Momentum: Don’t have the $7 million budget for a 30-second Super Bowl ad? Use post-game paid search campaigns and contextual ads to target audiences drawn by competitor commercials.
• Pre-Game Promotions: Brands in food, beverage, and tech industries can boost sales with early deals. For example, grocery stores could offer snack bundles or TV retailers could advertise game-day tech setups.
• Interactive CTV Campaign (Case Study): KORTX partnered with Athlete Studio for an NFL merchandise campaign featuring Jalen Hurts. Using interactive Connected TV (CTV) ads and Picture-in-Picture formats, the campaign achieved a 99% video completion rate, showing the potential of creative pre-game or in-game strategies without live Super Bowl spots.

Interested in CTV retargeting campaigns for Super Bowl LVIII? Learn how YouAppi can help you enhance your mobile marketing with CTV ads. 

1. Leverage Real-Time Retargeting During Live Game Moments

Capitalize on the shared cultural experience of the Super Bowl by syncing mobile ads with key game moments, such as touchdowns, halftime, or notable plays. Real-time push notifications or in-app banners tied to these moments can create urgency and excitement.

• Entertainment Apps: A sports streaming app like ESPN+ could send “instant replay” notifications with exclusive highlights available only on their platform, encouraging viewers to engage beyond the game.
• Gaming Apps: A mobile game like Madden NFL could promote special Super Bowl-themed in-app rewards or discounts during halftime to drive engagement.
• QSR Apps: Domino’s could retarget users with real-time discounts on pizza delivery, triggered by game milestones like touchdowns (“Touchdown deal! 20% off your order for the next 20 minutes!”).

2. Shoppable Ads Inspired by the Halftime Show

The halftime show, which will be headlined by Kendrick Lamar for Super Bowl LIX, is a cultural touchpoint that transcends the game itself. Mobile ads that tie into the show’s themes or artist’s brand can drive instant purchases.

• Shopping Apps: A fashion app like ASOS could launch exclusive Kendrick-inspired merchandise, retargeting users who viewed similar items with “Shop the Halftime Look” promotions.
• Music Apps: Spotify could promote playlists featuring Kendrick Lamar and other artists performing at the Super Bowl, encouraging premium subscriptions.
• Language Learning Apps: Duolingo could gamify engagement with Super Bowl-themed lessons inspired by New Orleans culture or Lamar’s music, offering rewards like premium access.

3. Gamify Engagement with Mobile-First Experiences

Interactive content is a powerful way to draw users in during the Super Bowl. Mini-games, prediction challenges, or quizzes within apps not only entertain but also drive valuable user actions.

• Playables in Gaming Apps: Mobile games like Candy Crush can introduce playable Super Bowl-themed ads or limited-time levels where users “predict the winner” for bonus rewards. Playables create interactive moments that immerse users in the brand experience while retaining their attention.
• Entertainment Apps: Netflix could introduce trivia games where users answer questions about famous Super Bowl moments, unlocking exclusive streaming content as a reward.
• Shopping Apps: Amazon could gamify shopping by offering users a chance to “win” discounts through mobile-based Super Bowl trivia or prediction challenges.

4. Hyper-Personalization via AI and Machine Learning

Super Bowl viewers are active across multiple devices and platforms. Using AI to analyze real-time user data, brands can serve personalized ads that resonate with individual viewing habits.

• Entertainment Apps: Hulu could retarget users with personalized recommendations based on the commercials they interacted with during the game (e.g., “Loved that car ad? Stream the making-of documentary on Hulu!”).
• Shopping Apps: A beauty retailer like Sephora could retarget users with ads showcasing the most popular halftime-show-inspired looks.
• Gaming Apps: A mobile RPG like Raid: Shadow Legends could analyze gameplay habits to push offers on exclusive Super Bowl-themed characters.

5. Geo-Targeting and Localized Campaigns

The Super Bowl’s host city, New Orleans, adds a unique layer to campaigns. By using geo-targeting, brands can align mobile retargeting with local culture and flavors.

• QSR Apps: McDonald’s could serve geo-targeted ads promoting limited-time Cajun-inspired menu items to viewers in New Orleans and beyond.
• Language Learning Apps: Rosetta Stone could push ads encouraging users to learn French phrases inspired by Louisiana Creole culture, creating a localized connection to the Super Bowl.
• Shopping Apps: Etsy could feature local sellers offering handmade, New Orleans-themed goods, retargeting users who browse similar categories.

Why Mobile Retargeting Works

Mobile retargeting is the perfect complement to the Super Bowl’s cross-channel nature, driving retention, engagement, and conversions. It enables brands to keep the conversation going before, during, and after the game—meeting audiences where they are, whether on a second screen or engaging with app-based content.

By combining real-time responsiveness, interactive playables, and geo-targeted campaigns, brands can maximize the Super Bowl's unparalleled reach to achieve their marketing goals. Ready to get in the game? Let’s tackle your 2025 strategy together—contact us at YouAppi to create a winning mobile campaign!

Takeaways

• The Super Bowl is a prime opportunity for brands to engage diverse audiences with mobile-first strategies.
• Real-time retargeting, interactive playables, and shoppable ads can enhance engagement during key moments.
• AI-driven personalization and geo-targeting ensure campaigns resonate with individual and local audiences.
• Gamifying experiences amplifies user retention and creates memorable brand interactions.
• Mobile retargeting extends the reach of cross-channel campaigns, driving conversions before, during, and after the big game.

Ready to win on Super Bowl Sunday? Let’s craft your game-winning mobile strategy! 🎯