Survey Results: How’d We Do at the Big Game

Minneapolis was host to the Big Game for the first time in 26 years on February 4 at U.S. Bank Stadium. Since the game was awarded to Minneapolis back in 2014, the Twin Cities and many of its brands have been preparing for the big event. Now that the event is in the rearview mirror, how did Minnesota brands do? We asked the Minnesota marketing community for their reactions on how brands activated during the Big Game. In total, nearly 150 marketers responded to our survey. This is what they had to say.

Which Minnesota brands did you see executing digital or integrated Super Bowl campaigns/activations?

Percentage of voters who selected each brand

Question One

Which Minnesota brand "won" the local Super Bowl, in your opinion?

'Sota Pop

Explore Minnesota: ‘Sota Pop

a pop-up art installation designed by local artists to showcase Minnesota as a must-visit destination for four seasons of fun. Located in a historic building in downtown Minneapolis, formerly vacant windows have been transformed into colorful and interactive works of art, each portraying a different aspect of Minnesota.

Target: TargetBullseye Lodge

Target opened its Target Plaza Commons space to the public, inviting fans and families inside to warm up, enjoy free hot cocoa with personalized marshmallows and participate in a variety of Minnesota- and football- themed activities.

Polaris Industries: Upside Downtown

Professional snowmobile athlete Levi LaVallee and a number of other snowmobile superstars put the “Bold” in Bold North at the Polaris Upsidedowntown that included snowmobile stunts, meet and greets with snow athletes, giveaways and other outdoor fun.

What element of your winning campaign put it over the top?

Overall, how would you grade local brands' digital execution during the local Super Bowl timeframe?

Question Four