{"id":800,"date":"2025-02-06T20:52:00","date_gmt":"2025-02-06T20:52:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/beyond-the-big-game-2\/"},"modified":"2026-05-18T14:34:35","modified_gmt":"2026-05-18T14:34:35","slug":"beyond-the-big-game","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/beyond-the-big-game\/","title":{"rendered":"Beyond the Big Game: Sparks CGO Adam Charles on Maximizing Super Bowl Budgets"},"content":{"rendered":"\n<div class=\"l-block-editor\"><!--[--><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p>Super Bowl advertising remains a high-stakes game for brands, but the conversation is evolving beyond just 30-second TV spots. In a recent <a href=\"https:\/\/digiday.com\/media-buying\/heres-what-else-a-7m-30-second-super-bowl-budget-can-purchase-in-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digiday article<\/a>, our Chief Growth Officer, Adam Charles, explored how brands can maximize their Super Bowl budgets by strategically investing in experiential activations. Here are some key insights he shared:<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h5>1. Experiential Amplification: Extending the Reach Beyond the Screen<\/h5>\n<p>Super Bowl advertisers are increasingly recognizing the value of experiential marketing to amplify their TV investments. As Adam notes, &#8220;Super Bowl brands rarely limit their investments to TV. Some put aside a little cash for experiential work, especially if it can cross over from the real world into the digital one by prompting user-generated content from consumers.&#8221; This allows brands to create deeper, more memorable connections with consumers, extending the reach and impact of their Super Bowl campaigns.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h5>2. The Power of Pop-Ups: Creating Immersive Brand Experiences<\/h5>\n<p>Adam highlights the potential of pop-up installations to create immersive brand experiences. &#8220;You could definitely do that in the $7 million-plus range,&#8221; he confirms, referencing the kind of budget many brands allocate for Super Bowl advertising. He suggests that a 3,000-square-foot pop-up, equipped with digital screens and LED lighting, could be deployed across multiple locations, offering a smaller but more intimate connection with a highly engaged audience. &#8220;While the types of experiences (and potential audiences) vary between projects,&#8221; Adam explains, &#8220;a $7 million, 3,000-square-foot pop-up could accommodate 3,000 daily visitors interacting for roughly 15 minutes.&#8221;<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-testimonial block-padding-x overflow-x-clip overflow-y-visible\"><figure class=\"bg-gray-1 text-sparks-black relative block-padding 4xl:p-[90px]\"><div class=\"overflow-hidden\"><figcaption class=\"mb-7 md:mb-10\" data-aos=\"fade-up\"><div class=\"a-section-label text-lg md:text-xl leading-none tracking-widest uppercase font-semibold text-[color:var(--was-accent-color)] text-gray-4\"><!--[-->Adam Charles, Chief Growth Officer, Sparks<!--]--><\/div><\/figcaption><blockquote class=\"s-wysiwyg font-semibold md:text-[max(2rem,3rem)] leading-[1.05]\" data-aos=\"fade-up\"><p>A $7M, 3,000-square-foot pop-up could accommodate 3,000 daily visitors interacting for roughly 15 minutes.<\/p>\n<\/blockquote><\/div><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -left-[1rem] md:-left-[2rem] lg:-left-[3.5rem] top-[2rem] md:top-[4rem] lg:top-[5rem]\" data-aos=\"fade-in\" data-aos-delay=\"500\" data-aos-offset=\"0\">\u201c<\/span><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -right-[1rem] md:-right-[2rem] lg:-right-[3.5rem] -bottom-[2rem] md:-bottom-[4rem] lg:-bottom-[4.5rem]\" data-aos=\"fade-in\" data-aos-delay=\"200\" data-aos-offset=\"0\">\u201d<\/span><\/figure><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h5>3. Strategic Investment: Maximizing ROI Through Experiential<\/h5>\n<p>While the costs of experiential activations can vary, Adam emphasizes that a Super Bowl-sized budget offers significant opportunities. Brands can create highly impactful, multi-sensory experiences that generate buzz, drive social media engagement, and ultimately contribute to a stronger return on their Super Bowl investment. The key, as Adam suggests, is to strategically allocate resources across both traditional advertising and experiential activations to maximize overall impact.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-media-block block-padding-x\"><div data-aos=\"fade-up\"><img decoding=\"async\" class=\"a-img mx-auto\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/t-mobile-nfl-draft-takeover_2025-02-06-211954_zddg.jpg\" alt=\"T mobile nfl draft takeover\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/t-mobile-nfl-draft-takeover_2025-02-06-211954_zddg-2.jpg 400w, https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/t-mobile-nfl-draft-takeover_2025-02-06-211954_zddg-3.jpg 480w, https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/t-mobile-nfl-draft-takeover_2025-02-06-211954_zddg-4.jpg 640w, https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/t-mobile-nfl-draft-takeover_2025-02-06-211954_zddg-5.jpg 768w, https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/t-mobile-nfl-draft-takeover_2025-02-06-211954_zddg-6.jpg 1024w\" type loading=\"lazy\"><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h5>Beyond the 30-Second Spot: A Holistic Approach to Super Bowl Marketing<\/h5>\n<p>Adam&#8217;s insights underscore the growing importance of a holistic approach to Super Bowl marketing. By integrating experiential activations with traditional advertising, brands can create a more comprehensive and impactful campaign that resonates with consumers on multiple levels.<br><\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-cta-block\" with-spacing=\"false\"><div><img decoding=\"async\" class=\"a-img\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/Adam-Charles-Executive-Vice-President-leadership-image.jpg\" alt=\"Adam Charles Executive Vice President leadership image\" width=\"609\" height=\"529\" srcset=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/Adam-Charles-Executive-Vice-President-leadership-image-1.jpg 400w\" type loading=\"lazy\"><\/div><div class=\"mt-7 sm:mt-0\"><h2 class=\"whitespace-pre-line text-2xl font-semibold\">Adam Charles, CGO, Sparks<\/h2><div class=\"text-center sm:text-left\"><a href=\"https:\/\/digiday.com\/media-buying\/heres-what-else-a-7m-30-second-super-bowl-budget-can-purchase-in-2025\/\" target=\"_blank\" type class=\"a-button a-button--component_a a-button--variant_solid group inline-flex items-center justify-center gap-1 transition duration-300 truncate text-base font-semibold py-3 px-6 border min-w-[10rem] bg-sparks-black text-white border-sparks-black hover:text-sparks-black hover:bg-transparent group-hover:text-sparks-black group-hover:bg-transparent mt-7 sm:mt-4\"><!--[-->Read the Full Article<!--]--><!--[--><!----><!--]--><\/a><\/div><\/div><\/section><!--]--><\/div><!----> <!----><!----><!---->\n","protected":false},"excerpt":{"rendered":"<p>Super Bowl advertising remains a high-stakes game for brands, but the conversation is evolving beyond just 30-second TV spots. In a recent Digiday article, our Chief Growth Officer, Adam Charles, explored how brands can maximize their Super Bowl budgets by strategically investing in experiential activations. Here are some key insights he shared: 1. Experiential Amplification: [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":2247,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"class_list":["post-800","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beyond the Big Game: Sparks CGO Adam Charles on Maximizing Super Bowl Budgets - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/beyond-the-big-game\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beyond the Big Game: Sparks CGO Adam Charles on Maximizing Super Bowl Budgets - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"Super Bowl advertising remains a high-stakes game for brands, but the conversation is evolving beyond just 30-second TV spots. 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In a recent Digiday article, our Chief Growth Officer, Adam Charles, explored how brands can maximize their Super Bowl budgets by strategically investing in experiential activations. Here are some key insights he shared: 1. 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