Join us Sept. 14-16 in Miami to connect with top publishing leaders
This Sunday when you sit through the Super Bowl, you’ll notice that Visa hasn’t bought a spot this year.
The reason is simple. Visa, with the help of its social agency MRY, launched its “Make it Epic” campaign right at the start of football season. It was a mix of television spots, digital and social media. “Where we really saw fans engage with our campaign was online and specifically on our social channels,” said Alex Craddock, head of North America marketing at Visa.
Visa opted out of the $4 million Super Bowl spot and instead produced two commercials for online and TV congratulating both the 49ers and Ravens on reaching Super Bowl XLVII. Online, the spots were distributed across Facebook, Twitter and YouTube.
During the game Visa will run a Twitter sweepstakes, as part of its ongoing “Make it Epic” campaign. Fans who follow @Visa, tweet about how they plan to make their Super Bowl epic, and use hashtag #makeitepic, will be eligible to win one of 70 $50 Visa gift cards.
Also during the game, Visa will launch the final episode of its “Make it Epic” video series, which features NFL players like Von Miller, Mark Schlereth and Hines Ward sharing how they make their Super Bowl epic. Visa created 15 videos total for the series and is distributing them through Facebook, Twitter and YouTube. Lastly, fans in New Orleans for the Super Bowl will be able to see their tweets broadcasted live at Visa’s social hub within the NFL experience. Fans can also tweet on the spot, entering for instant chances to win various prizes.
“The content series has allowed us to explore a new angle to our season-long campaign,” Craddock said.
More in Marketing
Digiday+ Research: The marketers’ 2026 guide to retail media marketing, including The Home Depot, Milani Cosmetics and Tinuiti
As the retail media landscape continues to evolve, marketers are rethinking where they invest, how they measure success and which retail media networks deserve a larger share of budget.
Why more celebrity-led brands are shutting down
Celebrity-backed brands, once seen as surefire bets due to their founders’ built-in audiences, are increasingly facing a reality check.
In Graphic Detail: How AI search has impacted the web traffic of over 50 advertisers
Data spanning one agency’s entire client roster shows the true impact of AI search on web traffic and conversions.