Beyond the Super Bowl Ad: 4 Game-Changing Ways to Spend $11M More Effectively

Every year, brands pour millions into a single Super Bowl ad. This year, a 30-second spot will cost $8M USD ($11M CAD). The question is: What if we invested that money in experiences that don’t just get eyeballs—they create advocates?

Instead of passive impressions, imagine high-impact, multi-touchpoint marketing that creates real consumer connections. Here’s what $11M could do instead (and of course even with $1M, a scaled down version of the below can drive mammoth ROI): 

1. Tour North America with Custom Mobile Experiences

• Multiple immersive, mobile brand experiences touring North America simultaneously.

• Engaging over 100,000 consumers in person through dynamic sampling, VR experiences, and influencer content, delivering high-quality, 1:1 interaction where consumers experience the brand firsthand.

• Generating 20M+ impressions and a 10% lift in brand love.

• Ideal for CPG, tech, or lifestyle brands looking to create buzz, trial, and shareable content.

• Sales attribution & conversion tracking: Mobile tours can integrate retail partnerships, QR codes, and digital coupons, linking engagement directly to sales.

• Data collection & lead generation: Capturing consumer insights via scannable interactions, opt-ins, and loyalty program sign-ups enables remarketing beyond a single ad view.

• Bottom line: Shifting from 30 seconds of passive exposure to an ongoing national roadshow delivers measurable ROI, builds consumer trust, and drives trial-to-sale conversion.

  
  

2. Ultra-Exclusive VIP Experiences That Money Can’t Buy

• Build & execute an entire festival: Own the greatest talent lineup, experiences, and F&B integration.

• Create 5-6 ultra-exclusive VIP events across the globe – Think F1 partnerships, Coachella Ultra-Lounge, or private yacht experiences.

• Revolutionize B2B hospitality: Make invite-only events legendary, building true loyalty and conversion opportunities.

• Perfect for luxury, automotive, spirits, or hospitality brands looking to elevate brand prestige and cultivate high-value relationships.

• Takeaway: Instead of just hosting people, $11M lets a brand own the space at the highest profile places and redefine how VIP experiences drive business impact.

3. Own a sport with a B2B/B2C Hybrid Sponsorship Activation

• Grassroots to pro-level integration: Partner with youth leagues, universities, and professional teams to create an always-on coast-to-coast sponsorship platform.

• Live fan experiences: Exclusive in-stadium fan zones, on-field access, and immersive tech integrations.

• Content-driven storytelling: Own player journeys, behind-the-scenes documentaries, and interactive fan engagement campaigns.

• Retail & digital tie-ins: Launch an exclusive co-branded product line, merch drops, and limited-edition collabs.

• Meaning, with $11M, a brand doesn’t just "sponsor" a sport—it BECOMES the sport.

4. Hyper-Personalized, High Impact Experiential Activations

• Bring localized events, product demos, and geo-targeted digital amplification to life—meeting consumers where they are, when it matters most.

• Hit 50+ cities with localized events, product demos, and geo-targeted digital amplification.

• Scale the impact with localized partnerships, influencer collaborations, and community-driven engagement.

• Ideal for brands with diverse regional audiences needing tailored experiences.

• Trackability & Data Capture: Unlike a TV spot, experiential allows brands to track engagement, conversions, and retarget audiences long after the activation ends.

• Impact: Instead of a broad, one-size-fits-all campaign, customized activations create deep, localized engagement that resonates with regional audiences. By meeting consumers where they are, brands drive stronger brand affinity, immediate trial-to-purchase conversions, and a lasting presence in key markets.

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Final Thought: The Power of Smart Reallocation

At XMC, we know that experience is everything. Consumers don’t just want ads—they want to be part of something real. A study by Reach3 Insights found that 69% of consumers prefer brand experiences over traditional advertising.

In a world where experiences are the new currency of engagement, isn’t it time to rethink where we invest our marketing dollars? Let’s build moments that matter. Who’s with us? 👇🏼