On the eve of the biggest night in the world for marketing spend - The NFL’s Super Bowl - Dr Lucy-Gill Simmen and Dr Ling Xiao offer tips on how brands can use authentic immersive storytelling to connect with consumers

The Super Bowl offers brands an unrivalled opportunity to put themselves in front of one of the largest audiences in the world. With Super Bowl ad spots selling for billions of dollars every year, this has become one of the premier marketing opportunities of the year. In this high-stakes environment, missteps by companies can become a costly mistake. 
Dr Lucy Gill-Simmen and Dr Ling Xiao have published an article for The Conversation exploring how brands can navigate this arena, capturing the audience’s attention with storytelling that resonates, while avoiding the pitfalls that high-profile names have fallen into in previous years.
The article explains how companies can grow their brand reputation by focusing on authentic messaging and adopting immersive storytelling techniques that connect to, and align with, the consumer’s viewpoint. Using specific examples, they also demonstrate how things can go terribly wrong when brands are perceived to be issuing falsehoods or seeming to tell lies, damaging brand reputation and impacting business success by turning consumers away.

Read more via The Conversation’s website here.