If you can’t beat ‘em, join ‘em. Work management platform Monday.com is going to the Super Bowl for the first time via a regional campaign, targeting its top US markets on TV and IRL in lieu of a one-time, national ad buy.
The campaign was created in collaboration with marketing agency Mustache, another Super Bowl first-timer. According to information shared with Marketing Brew, the TV spot, which envisions the idea of “[working] without limits” by literally showing people defying gravity, cost the team $3.5 million for inventory. An additional “few million” went toward other aspects of the campaign, like OOH and social ads across Facebook, LinkedIn, Twitter, Instagram, TikTok, and YouTube.
Keep an eye out: Those watching the Super Bowl in cities like Atlanta, Columbus, and Portland will see the ad live on TV. Residents of other cities like New York, Miami, and Salt Lake City will also see the campaign during the game, as well as in-person via OOH placements like bus and subway ads.
Guy Shriki, head of brand awareness and offline marketing at Monday.com, told Marketing Brew that segmenting the targeting in this way allowed them to save money and reach the “right regions” for the company.
The goal of the ad, he said, is not just to encourage people to use Monday.com, but also help with recruiting efforts as the company expands. The team will look at metrics like brand awareness and number of job applications in advertised regions to measure the success of the campaign.
Looking ahead: While it’s too early to tell, Shriki said this could be just the beginning for Monday.com in the Super Bowl, and a national buy could be next. “I think looking to the future, this is definitely something that we will consider,” he said. “This is part of our goal, to go every year and to reach more and more audiences.”—KH