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- Money. You don’t need to overpay for talent at the Super Bowl. The difference between A, B and C list celebrities is minimized this specific week because of the attention of all fans and willingness of the media to have all athletes and celebrities on their air. Friday media time is typically reserved for more A-listers as that is when the movie studios will fly in their actors to promote the upcoming movie.
- Day of Week. Consider using your brand’s endorsee early in the week before there is “brand saturation” or even the Monday after the Game when everyone is still listening to the radio, reading results online or watching TV (Monday post-Super Bowl is a hidden gem for brands if your talent has the credentials to discuss the Game the night before).
- Exclusivity. Make sure you have language in your contract ensuring that your promotional time is the athlete/celebrity’s first activities during Super Bowl week (you can’t afford to be cannibalized by another brand’s media day just a few days before your own media day).
- Hospitality. Events at the Super Bowl always run late. Make sure your athlete/coach does not have an appearance immediately following yours with a “hard out”.
- Autographs. Make sure you get extra personalized items. When you return from the Game and share stories; other clients and C-level executives get jealous. Have a surprise gift for them.
- Time of Day. Everyone stays out late at dinners and parties. Remember that when scheduling morning activities – you don’t want the “type” of athlete that will be at a club until 3:00am when you have media at 6:00am. Same goes for early morning meet-and-greets (you want folks that are awake and want to engage with customers/fans).
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