With more than 100 million viewers tuning into the Super Bowl, the annual rite of over-the-top commercials is anticipated as eagerly as the game itself. And for brands investing $5.6 million per 30-second spot, the stakes are high for each ad’s creative and media strategy to score with fans. Join Adweek and USA Today—the two biggest names in Big Game ad coverage—for this virtual event featuring a peek inside marketer and media leaders’ Big Game playbooks.
12:00 PM — 12:05 PM
Adweek Opening Remarks
Matt Steinmetz, Vice President, Event Partnerships at Adweek offers welcoming remarks and a look ahead at the upcoming program.
12:05 PM — 12:15 PM
USA TODAY and Adweek 2021 Predictions
Featuring Rick Suter, Editor of Ad Meter, Digital Revenue Strategy and Custom Content Project Manager, USA TODAY and Stephanie Paterik, Editor in Chief, Adweek.
12:15 PM — 12:35 PM
Sports for Social Good
Two-time Super Bowl Champion Torrey Smith sits down with Adweek to discuss the pressure of the big-game, winning with two separate teams—the Ravens and the Eagles, working closely with advertisers on messaging and using your platform for social good.
12:40 PM — 1:00 PM
A Streamer-First Marketing Approach for the Big Game
Roku’s Head of West and Central Brand Sales Julian Mintz sits down with Adweek's Lisa Granatstein to discuss how a streamer-first marketing playbook can help brands score a touchdown strategy during the Big Game.
1:05 PM — 1:25 PM
Super Bowl Showdown
The largest sporting event in America returns with a new set of rules on and off the field. Overseeing ad sales for her seventh Super Bowl, Jo Ann Ross, President and Chief Advertising Revenue Officer, ViacomCBS Domestic Ad Sales, has experienced her share of Big Game challenges, but nothing compared to what she has been navigating this year. Join Adweek as we sit down with Ross to discuss working with major advertisers on the Big Game and what to expect from this year’s lineup.
1:30 PM — 1:50 PM
Beyond the Game: How Athletes, Creators and Brands are Connecting with Sports Fans
With a big change in sports seasons over the last year, sports fans #1 ranked platform YouTube is providing content and connection to their favorite athletes and sports highlights. This change in viewing habits offers new opportunities for creators and brands to connect with an engaged audience of sports fans at scale. Join Google Director of US Creative Partnerships, Sadie Thoma, and Integrated Media Lead, Sweets & Refreshments at The Hershey Company, Mike Nolan for a lively discussion on how creators and brands who meet consumers in these engaged moments stand to gain big, engage with key audiences and drive results.
1:55 PM — 2:25 PM
Reimagining the Super Bowl Experience
For marketers, 2020 was a year of reflecting and reassessing how their brands show up for consumers. But what does that look like for brands now heading into the biggest game day of the year? For Pepsi, it means doubling down on its coveted 12-minute Pepsi Super Bowl Halftime Show. For Mountain Dew, it’s rethinking how to engage consumers through a traditional :30 spot. In this joint session, hear from Todd Kaplan, Vice President of Marketing for Pepsi, and Nicole Portwood, Vice President of Marketing for Mountain Dew, as they share how these iconic brands are making Super Bowl LV memorable.
2:25 PM — 2:45 PM
Hindsight is "2020": USA TODAY discusses Ad Meter and the Marketing Challenges of Navigating a Difficult Year
Brands have had to navigate hitting the right tone for nearly 12 months, no matter the industry. Following Rocket Mortgage’s top-five finish in Ad Meter last year, USA TODAY’s Rick Suter discusses these changes with Rocket Mortgage’s Chief Marketing Officer, Casey Hurbis, who will share how the company’s marketing strategy shifted, what remained the same, and how he approaches the decision to opt-in or out of the Big Game.
2:50 PM — 3:10 PM
Making a Debut!
2020’s favorite consumer brand DoorDash is making its Super Bowl debut this year! In partnership with Adweek’s 2020 U.S. Agency of the Year The Martin Agency, the spot works to empower small businesses and facilitate community by incorporating a charitable aspect. Join Adweek as we sit down with David Bornoff, Head of Consumer Marketing at DoorDash and The Martin Agency’s Chief Creative Officer Danny Robinson to talk about the agency-client relationship and what makes a successful campaign.
3:10 PM — 3:15 PM
Adweek Closing Remarks