Super Bowl: a case study of buzz marketing

Abstract

In the US, the Super Bowl is annually the nation's highest-rated TV programme and the most watched single-day sporting event. But could the Super Bowl, like other sporting events that traditionally attracted millions of people, fall prey to competition? This case study argues that despite the increasing fragmentation of viewing audiences, Super Bowl is an event in itself. The case describes the marketing and social environment encompassing the Super Bowl, and addresses the metamorphosis that has helped it maintain its competitive edge. The study concludes with a discussion of buzz marketing as a complete solution for maintaining competitiveness in today's sporting environment.