Super Bowl Advertiser Roundtable hosted by Gary Vaynerchuk and Jim Stengel
GaryVee and Jim Stengel host their eighth annual Super Bowl advertiser roundtable, featuring five marketing leaders who discuss their 2026 Super Bowl campaigns and experiential activations. The episode explores how brands are evolving their approach to Super Bowl advertising by leveraging experiential marketing, social media surround sound, and data-driven creativity to maximize ROI beyond the 30-second spot itself.
Key takeaways
- • Brands are increasingly using Super Bowl activations as production days for content rather than one-off events, creating social media assets and driving organic engagement across multiple platforms.
- • Sampling and trial at scale during Super Bowl weekend is underutilized by CPG brands, despite being one of the most effective ways to drive immediate behavior change and product awareness.
- • Celebrity selection requires intentional strategy—the creative and humor should remain the brand focus, not the celebrity, with deliberate branding cues throughout to ensure brand recall rather than celebrity recall.
- • Successful Super Bowl campaigns require radical clarity internally on goals before execution, using that north star to navigate the pressures and chaos of campaign building.
- • The shift from social graph to content graph means brands should prioritize relevance, algorithm optimization, and high-volume content creation over traditional follower metrics and vanity proxies for fandom.
- • Year-over-year learning and iteration is critical—brands should analyze what worked in previous campaigns and apply those insights to amplify creative energy, surround sound, and experiential elements in subsequent years.
Recommendations (2)
"I think Raising Canes and Fanatics have really figured it out. They've made really cool parties that are content production days"
GaryVee · ▶ 2:21
Mentioned (8)
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