Initiative reveals winner of its Super Bowl Marketing Multi
Initiative has revealed to Mumbrella that it has identified the winner of its inaugural Marketing Multi competition, placing bets on Super Bowl advertisements.
The agency said that over the week the competition was running it received “hundreds of bets from industry heavyweights” predicting “the big ads from the big game”.
Claire Hughes, winner of the Marketing Multi
And the winner of Initiative’s Marketing Multi is Claire Hughes, graphic designer from The Idea Shed. After hearing she took home first place she said: “… at least one underdog came out on top…”
Initiative said that in a year disrupted by new players and categories, it was one of the hardest to call yet.
“But through all the chaotic crypto, nostalgic reboots and a half-time show for the ages emerged one ultimate winner. Claire strung together a multi-prediction that calculated a whopping odd of 72-1, to be crowned the inaugural Marketing Multi World Champion.”
Chief strategy officer at Initiative, Chris Colter said: “This was always intended as just a bit of fun, but it’s been fascinating to see what the market predicted and even more so what aired.”
The Marketing Multi Super Bowl ring
“While we didn’t see Two Chainz promote Block Chain, we saw (largely) unbranded QR codes screensavers, several deepfaked celebrities, and a surprising lack of #challenges. It wasn’t easy guessing what would come up.”
National managing director, Sam Geer said that on behalf of the agency, he wanted to congratulate Hughes “on her triumphant tipping”.
“Claire will not only walk away with industry bragging rights, but will receive the soon-to-be illustrious Marketing Multi Super Bowl ring. Crafted with the finest material, pewter, zinc alloy and cubic zirconia, this one-of-a-kind piece truly is a trophy fit for a competition of this calibre.”
Initiative provided further insights from the betting trends this year. Listed below are where some of the industry’s most common and uncommon predictions landed: “TikTok trends and celebrity features carry the shortest odds at $1.18 – $1.22 respectively. NFT are a heavily expected feature, with NFT-able ads/promotions sitting at $1.39. Ryan Reynolds all but guaranteed to gate-crash an ad at $1.48. Working from Home will be one of the most frequently-used tropes, with the market predicting multiple ads this year – $1.64 Shoppable ads will be an expected, with the majority of the market predicting 2 or more ads will feature this – $1.96.
But as we know, often what people don’t believe will feature is as interesting. Here’s some notable outliers: Dragons feel too outlandish, at $4.00 ($20 at 2 or more features). Trump is not expected to make an appearance, sitting at $3.70. The industry backs Tom Brady to get a retirement ad, but not Ben Roethlisberger at $5.88. Celebrity chefs are falling out of favour, with many not expecting an appearance at $2.94.”
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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