Super Bowl Brands Take Multi-Platform Campaigns to the Next Level

Look, the Super Bowl has always been about big moments—big plays, big ads, big… snacks. But guess what? This year, some brands are saying, “Hey, why stop at just a million-dollar ad spot?” These days, the Super Bowl is a full-on multi-platform extravaganza. And no, we’re not just talking about TV. Social media, experiential campaigns, even drones… yes, drones! It’s all happening, and it’s pretty fantastic.

According to Adtaxi’s 2025 Super Bowl Survey, almost 70% of the audience will be double-screening—watching the game on TV while scrolling through their phones. So, it’s pretty clear: if you want to be seen, you need to show up everywhere, not just during the commercial breaks.

THE MULTI-PLATFORM MAGIC: WHY IT’S WORKING

Here’s the thing: with so many people doing the "double-screen thing" (you know, watching TV and checking Twitter like it’s their job), it’s more important than ever for marketers to play in both the traditional TV space and the social media world. And that’s exactly what happened this year.

Murry Woronoff from Adtaxi explains it best: “You need to incorporate both TV and social media to reach your audience.” And, spoiler alert, it’s working. So, let’s dive into some of the coolest, most creative campaigns we’re seeing this Super Bowl.

TWIX: GOING FOR THE GOLD (LITERALLY)

Twix is going all in this year with the “Second Screen Staredown,” and honestly, it’s genius. They’re giving away solid gold bars to fans who stare at their phone screens for the longest time during the game. I mean, who knew staring could be so lucrative? They even made sure their website was set up to support this super interactive contest—talk about commitment.

Twix gets it: fans will be glued to their phones while watching the game (we’re all guilty of it). So, they’re giving people a reason to really pay attention to their phones during the game. Let’s be real—if you can make me stare at my phone and reward me with gold, I’m all in.

TOSTITOS: THE PERFECT COMBINATION OF FOOD AND FUN

Not all campaigns have to be digital, and Tostitos is proving that. They’ve set up Tostitos Cantina in New Orleans, where fans can enjoy exclusive dishes created by local chefs. Think: Tostitos Hot Shrimp Dip and Tostitos Cubano Crunch Quesadillas. If you’re lucky enough to be there in person, you get to experience it live. But don’t worry, Tostitos has you covered. They’re sharing the recipes online, so you can bring the flavor to your own Super Bowl party. It’s food, it’s fun, and it’s totally shareable. Genius.

INSTACART: MASCOTS, MEMES, AND GROCERY DEALS

Instacart is making its Super Bowl debut with a commercial featuring some seriously iconic mascots, like the Jolly Green Giant. But here’s the kicker—this campaign isn’t just about the ad. Instacart is also offering grocery deals and even sending out free snacks via the Oscar Mayer Wienermobile. And let’s not forget the social media buzz. Gossip account Deuxmoi spotted the mascots out in the wild, making this whole thing feel like a real-life scavenger hunt. Fun, right?

FLIPZ: SNACKING WITH A SIDE OF SOUND

Okay, Flipz is flipping the script (pun intended) with its first-ever anthem, created by country singer Breland. The brand is using audio branding to really stick in your head. Billboard ads, CTV spots, influencer campaigns—plus that catchy jingle. If you thought you could just eat Flipz without humming the jingle for the next hour, think again. This is what happens when a snack gets sticky in the best way possible.

PEPSICO: SNACK DELIVERY VIA DRONE—YES, REALLY

PepsiCo is taking things to the next level by partnering with Wing, Alphabet’s drone delivery company. For two days during the Super Bowl, fans in Frisco, Texas, can order snack packs via drone. Think Doritos, Tostitos dips, and Pepsi Zero Sugar—delivered straight to you by an all-electric, automated drone. It’s creative, it’s sustainable, and honestly, it’s just cool. Who doesn’t want snacks delivered by a flying robot?

CRACKER BARREL: THE FUTURE IS NOW WITH AI

Cracker Barrel is going full-on techy with AI-powered food delivery robots. These little guys are roaming New Orleans, delivering free Cracker Barrel Cheese Sticks to fans at tailgates and parks. The robots even have scannable QR codes that prompt fans to “SCAN FOR CHEESE.” And, because this is 2025, you can follow along on Instagram to track their locations. It’s AI, it’s cheese, and it’s awesome.

MULTI-PLATFORM CAMPAIGNS ARE HERE TO STAY

Brands are stepping up their Super Bowl game by not just sticking to the traditional ads. We’re talking about immersive, multi-platform campaigns that engage fans across every medium possible—TV, social media, in-person events, drones, and even robots. These campaigns are about creating experiences, not just ads, and it’s clear that the future of marketing is all about being everywhere, all at once.

So, next time you’re double-screening during the Super Bowl, just remember: It’s not just about the game. It’s about how many brands can show up and keep you entertained everywhere.