The Super Bowl ad competition runs in tandem with the big game every year. Competitors launch teasers, tweets and posts in Instagram, Facebook and TikTok to amp up their chances of winning. They pay millions to hire celebrities to give them an edge (unlike steroids, these are legal). Ad trends are created – and watched. Commentators speculate. And ultimately, everyday people determine who wins. It’s a nail-biting contest and, this year, Initiative is letting industry experts test their powers of prediction in a whole new way.

Initiative has launched the inaugural Marketing Multi for the “other” Super Bowl competition.

As the world’s biggest advertising stage, The Super Bowl ad comp unleashes a wave of industry predictions and commentary, with very little accountability. Initiative is helping people put their money where their mouth is (figuratively speaking) when it comes to predicting the big game’s ads. And while there are plenty of places where people can bet on the fave ad or the best performing ad, Initiative’s Marketing Multi tests industry knowledge in a witty new way.

The platform has been built from the ground up by Initiative’s Cultural Analytics department, which has crowdsourced from experts around the world to create 50 markets that punters can predict with odds updating live every day. From “Ryan Reynolds crashing an ad”, “Last minute Tom Brady Retirement Respect Spot” to “Two Chainz talking about Block Chain” the markets feature a series of strong possibilities, dark horses and wild speccies to make it interesting. 

While there’s no actual cash on offer for the winner, there are industry bragging rights for the person with the highest performing multi. There is no limit to how many entries an individual can make, open to all agencies, marketers, media owners, or anyone wanting to have a punt. 

“The Super Bowl remains truly unique as a moment in time where marketers collectively bet big on creativity,” stated Initiative chief strategy officer, Chris Colter. “So instead of sharing prediction articles, Top 5’s or Super Bowl Bingo cards, this year we wanted to push it a bit further and have some real fun with it.”

“What makes this platform great, is that it’s essentially calculating the perceived probability of each outcome through odds, based on everyone’s bets. It’s not based on subjectivity or fake ‘big data’ but real human prediction. I cannot wait to see how well the Aussie market knows the US,” said Ryan Haeusler, head of communications design, Initiative Sydney.

Markets open now at https://www.marketingmulti.com.au/