Some Super Bowl viewers tune in to watch the football game. Others, simply show up to eat snacks and watch commercials. This year, a few lucky viewers will tune in to see themselves.
Kraft (KHC), which makes Kraft Macaroni & Cheese and Philadelphia cream cheese, has announced its plan to run an ad spotlighting real families who are watching the game. This will be the company’s first-ever Super Bowl spot, and the 30-second ad will be made in real-time, sourcing its content from social media.
To participate, you simply capture how your family celebrates the game (dancing, singing, cheering, eating), and share your photos or videos on Twitter or Instagram with the hashtags #FamilyGreatly and #KraftEntry. Entries must be submitted between 6 a.m. and 8:30 p.m. EST on Feb. 4 to be considered for the commercial. So this will probably be your only chance to get your family in front of 111 million viewers during the Philadelphia Eagles-New England Patriots matchup.
This year, 30-second spots during the game are going for $5 million.
Though Kraft’s idea is big, it’s not a completely original concept. Dave Sutton, CEO of TopRight, a marketing consulting firm, says other brands have done similar campaigns in the past.
“The best example is Doritos, who in 2007 did user-generated content contests,” he tells Yahoo Finance. “Ads were produced by consumers, and the winning one was played on the Super Bowl.”
These ads were labeled “Crash the Super Bowl,” and Doritos, owned by Pepsi, ran the competition until 2016.
As for Kraft’s ad, Sutton says novelty will create a good engagement tool. At the same time, he worries that it could appear as just a random collage of families, instead of a streamlined story that connects viewers to the brand. To truly be successful, Sutton says that Kraft must strategize to take their message of family beyond the Super Bowl.
“My read is they are trying to create a platform for advertising, so they can roll out stories over the next couple of months about how Kraft brings families together,” he says.
In the meantime, participating families should get ready for their closeup in the ad, which will air during the second half of the Super Bowl.