The Best Game Day Marketing Moments

Super Bowl LIX did not disappoint. But let’s be real, marketers, we know why you were really watching. It wasn’t just about the touchdowns or the halftime show; it was about the brands that stole the spotlight before, during, and after the game.

From teasers that had us clicking days in advance to commercials that sparked real-time conversations, this year’s marketing roster was stacked with winners. Whether they brought the laughs, the nostalgia, or the heartstrings, brands went all in to capture attention not just on screen but across inboxes, social feeds, and beyond.

Here are the top Super Bowl marketing moments that had audiences buzzing, whether from their inboxes or their couches.

DSW Kicks Off Game Day Fashion 

The big game isn’t just about football, commercials, and snacks. It’s a fashion moment, too. DSW joined the fun with an interactive email that asked shoppers what they were tuning in for, whether it was the halftime show, the food, or the game itself. They also got to choose which team colors they’d be rocking, from retro kicks to WAG-approved heels. Based on their picks, DSW followed up with a 20% off sale featuring personalized product recommendations in their chosen colors.

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The Game Goes Global with Kindred 

It’s not just America tuning in, the big game has Europe’s attention too. Kindred’s marketing always stands out, and their email with Unibet kept the momentum going with a countdown to kickoff, a live poll to see who subscribers were backing, and live odds spotlighting top-performing players. And the excitement didn’t end there, fans were encouraged to check back post-game for results.

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Instacart’s Starting Lineup of Grocery Mascots

Instacart’s marketing is always on point, from its standout year-in-review campaigns to this year’s memorable commercial that brought beloved grocery brands to life. The ad turns mascots like Tony the Tiger, the Pillsbury Doughboy, the Kool-Aid Man, and Mr. Clean into larger-than-life characters making deliveries straight to your doorstep.

Pizza Ranch Serves Up a Winning Deal

Pizza Ranch knows the big game isn’t just about the scores—it’s about the snacks, too. To help sports fans put together the ultimate game day feast, they launched a “Peel to Reveal a Crowd-Pleasing Deal” email campaign. Those who engaged uncovered an epic $30 meal deal featuring wings, pizza, and even giant cookies.

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FanDuel’s The Kick of Destiny Strikes Again 

The Kick of Destiny made its return this Super Bowl, delivering sweet revenge for younger siblings everywhere. Peyton and Eli Manning star in the ad, with Eli celebrating a victory parade after beating his big brother in the kick-off challenge. FanDuel’s marketing team once again proved their creativity knows no bounds, and luckily, we have some insights into their omnichannel strategy here.

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Matthew McCaunhay was Definitely There

Matthew McConaughey has been making the rounds in commercials, including Salesforce’s Gate Expectations, where he shares how AI helps businesses like Heathrow create smoother travel experiences. (P.S. Salesforce customers, look here.) He also popped up in Uber Eats’ latest ad, proving creativity is alive and well with a young-and-cheeky conspiracy theory: everything in football is connected to something bigger… (food). And honestly? He might be onto something.

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AI Steals the Spotlight 

As if we could escape a GenAI mention, this year’s Super Bowl commercials were packed with AI-fueled storytelling. ChatGPT and Gemini both tapped into nostalgia in their own ways, proving that while AI plays a role, real creativity and emotion (hello, marketer-in-the-loop) are what make these ads unforgettable.

Google’s Gemini ad hit an emotional high, following a father reentering the workforce and reflecting on his most meaningful role–being a dad. With subtle but effective AI-driven assistive features, the tear-jerking ad highlighted how Gemini can enhance everyday life in deeply personal ways. Meanwhile, ChatGPT took a broader approach, guiding viewers through the evolution of technology and positioning itself as the next big leap. By visually defining what OpenAI represents and making AI feel more accessible, the ad reinforced the historic moment we’re in, one where AI isn’t just futuristic but something people can engage with today.

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Nike’s Comeback  

Leave it to Nike to make a Super Bowl comeback after nearly three decades and make it unforgettable. With a star-studded lineup of trailblazing women athletes, the ad delivered a powerful message of resilience. It celebrated those who silenced critics, pushed past limits, and proved that perseverance fuels greatness, leaving viewers inspired to step up and make their own mark.

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Marketers, in the spirit of Nike– you can’t create. So create.