Super Bowl ads may have unique $5m price tags attached to them; they may reach more TV viewers, and receive more media attention than any other marketing opportunity; but when it comes down to it, they face the same challenges as any other campaign.

Read about how the long-term value of Super Bowl investments depends on delivering impact in three ways - through novelty, affective impact and relevance – something we call “Affective Memory Potential”.

Download this article to find out for Super Bowl 50, which brands got it right and for which, going viral was simply not enough.

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