Michelob Super Bowl ads 2023: Caddyshack, Netflix golf doc

WASHINGTON – Coinbase’s Super Bowl ad was the odd one out last year. Among the numerous elaborate productions, starring multiple stars, the cryptocurrency exchange website’s advertisement featured a lengthy QR code.

With more details on the company’s Super Bowl plans, it seems that QR codes continue to have a prominent role in marketing campaigns. At least two companies are expected to use the code in their advertising – and one of them is Anheuser-Busch, which will compete with other beer brands this year after the close of the deal. a 33-year exclusivity with the Super Bowl.

The company is planning two Michelob ULTRA ads focusing on golf. One commercial — a pricey 60 seconds — features tennis legend Serena Williams and “Succession” actor Brian Cox in the “Caddyshack” riff. The other ad still featured the stars (also featuring professional athletes Rickie Fowler, Tony Romo, and Alex Morgan), but the QR code and partnership with Netflix worked. use.

You can watch 60 second ad here:

According to the press release, viewers will be able to scan the QR code in the ad to unlock early access to Netflix’s upcoming golf documentary “Full Swing”. Access to the first episode begins shortly after the Super Bowl and lasts until before midnight Monday. (The streaming service says “Full Swing” will actually launch a few days later.)

Anheuser-Busch won’t be the only company urging viewers to pull out their phones while viewing ads. According to Ad Age, Avocados from Mexico will use a QR code to send fans to a website integrated with the popular AI engine ChatGPT. There, the user can press a button to create a post – perhaps related to butter -Twitter. (The product marketer’s Super Bowl campaign is also set to feature nude Anna Faris.)

Advertising has long been considered an important part of the Super Bowl experience — in a 2010 Nielsen survey, 51% of respondents said they preferred advertising to the game. With over 100 million followers just last year, Super Bowl spots are a desirable but costly marketing opportunity. According to Variety, Fox is looking for between $6 million and $7 million per 30-second ad placement.

A QR code (“Quick Response”) opens a link when scanned with the smartphone’s camera. Companies use them to direct people to websites, app download pages, restaurant menus, etc.

VERIFICATION: Yes, scammers can use QR codes to steal your personal information

While Coinbase ads may be what viewers remember when it comes to QR codes in Super Bowl ads, this strategy has appeared less prominently in many other ads during the annual game.

Kia’s 2022 “Robot Dog” ad includes a QR code so fans can see the mechanical dog in their own homes — part of a pet adoption awareness campaign with Petfinder. In the months leading up to the 2022 game, Pepsi launched products marked with QR codes to send customers to a mobile app during halftime.