RITZ Aims to Take Super Bowl Engagement with Second Screen Experience on X

One of the biggest advertising opportunities of the year is Super Bowl advertising and RITZ is keen to take advantage of this opportunity in order to promote its brand.

Through the sharing of delectable recipe inspirations across various social media platforms during the Super Bowl, RITZ intends to enhance at-home watch parties and tailgate menus to enhance consumer engagement during the big game. Additionally, RITZ is integrating itself into the Big Game experience on February 11 by promoting the Ultimate Sports Cave Makeover, endorsed by Jacksonville Jaguars quarterback and brand advocate Trevor Lawrence. 

According to Mili Laddha, RITZ’ brand marketing director, the brand is using X, formerly known as Twitter, for its contest through the #RITZBlitzesSweepstakes. In using X, RITZ strives to inspire people to create inviting spaces for all occasions, including watch parties. The new TV spot from RITZ aired during CBS’ playoff games with support from Trevor Lawrence, brand partner and professional quarterback. 

The RITZ brand aims to enhance fans’ game day experiences with tasty recipes and surprises approved by Trevor Lawrence until the Big Game in February. By gamifying the Super Bowl, RITZ not only reinforces its relationship with avid football fans, but also expands its reach to casual fans who can win RITZ-themed prizes throughout the game.

Laddha said RITZ aims to increase the value of the at-home viewing experience by offering snacks while also leveraging X for its contest as the majority of people use the platform during the Super Bowl for real-time conversations. With consumers seeking quality snacks for Big Game celebrations, RITZ is the perfect choice for this purpose.

During the Super Bowl, Tostitos, M&M’s, and Jack in the Box, along with other brands like DoorDash and Jif, will be activating and advertising. As previously reported on AdBuzzDaily, these brands seek to captivate football fans by offering a unique and engaging experience with their products and services. Additionally, DoorDash and Jif are gamifying their advertising efforts during the Super Bowl to provide a second-screen experience for viewers.

Based on a data report from BrandWatch, the brands that aired ads in Super Bowl LVII received an average of 1,300 Twitter mentions per minute during the game, totaling nearly 312,000 mentions. The data also showed that the brand with the highest number of mentions accumulated over 39,000 tweets during the event, while the runner-up amassed approximately 37,000 tweets. More than 40% of Super Bowl advertising brands introduced associated hashtags for their campaigns, marking a resurgence in hashtag usage during this year’s event.

“The value of Super Bowl ads can be extended well beyond the audience watching the big game,” said Todd Cohen, Vice President of National Video/CTV Strategy at Undertone by Perion. “Gamifying with contests is a way to build excitement and get consumers engaged with your brand leading up to the Super Bowl, and extending the life of the campaign long after the game.”