Hasta La Creative!

Several b-to-b advertisers that have previously advertised in the Super Bowl opted to sit this year’s game out — instead using social media, partnerships and advertising around the game to boost awareness and engagment.

GE ran an existing TV spot in the pre-game show; Monster.com tweeted a post-game spoof congratulatory ad that linked to its job-search service; and Visa partnered with the NFL to promote its payment services in a “shoppable” half-time show.

With other live events coming up — including the Academy Awards on Feb. 22 and the NCAA Final Four in March — b-to-b marketers can learn some lessons from these marketers on how to leverage live events without shelling out big bucks for in-game advertising and expensive creative.

Continue reading at AdAge.com