Ashley Deibert, senior vice president of marketing, Taplytics

This Sunday’s Super Bowl LIV marks the culmination of the NFL’s 100th season and, like every other year, fans will tune in (on any device they can) to watch the ‘Niners and Chiefs hit the gridiron, but also to cast their judgement on which advertiser will be crowned the creative champion.

This year, a 30-second ad spot during the game will cost brands up to $5.6 million. That’s undoubtedly a massive investment–especially considering, but there’s no guaranteed ROI to offset the cost. But there could be.

For brands that have already invested in Super Bowl advertising and those that are running campaigns alongside the big game, it’s not too late to add a few more ways to get the most bang for your buck during the game and right after.

Here are three ways to transform a TV moment into a cross-channel experience to extend audience engagement during and after the game.

1. Pair Super Bowl ads or in-the-game moments with a real-time mobile offering.

Push notifications aren’t new, but they’re rarely used in a meaningful way. During the Super Bowl, they can be.

Say, for instance, a shoe brand discovers that Jennifer Lopez or Shakira are wearing one of its new styles during the halftime performance. The brand may not have paid for the in-game real estate, but it can certainly capitalize on it by pinging its shoppers with a unique offer tied to the halftime show to transform the hype around the performance into sales

The same can be done alongside an in-app push notification. As the creative unfolds, the brand might ping relevant viewers with a related offer or opportunity to continue the narrative with an engaging experience. These offers or experiences can be segmented and based on data points, such as customer status, location, demographics etc. This allows brands to craft hyper-personalized push messages tailored to the unique interests of their customers.

2. Develop Super Bowl-themed experiences to continue engagement on OTT.

Ads and offers on over the top (OTT) media—streaming services like Hulu and Netflix and brands’ own apps—have been on the rise for several years.

This is a direct byproduct of the development of platforms such as Apple TV, Roku, Amazon Fire and the rising amount of cord-cutting within households across the world.

Even better, these platforms allow passive commercials to become active stints of content targeted at highly relevant and engaged audiences. In the days following the big game, leveraging this powerful platform to continue the storyline will more likely incite action for relevant consumers. For example, a brand like Amazon Prime could run a Super Bowl ad during the big game, and create customized welcome messages for new app visitors post-game that mirror content in the big screen ad.

The goal of the Netflixes, the Disney+, and even newer platforms like YouTube TV or IGTV is to keep viewers in their accounts for longer periods of time. Targeted ads and preview content that enlighten their minds to similar content are a great way to trigger that activity and motivate them to spend more time with your brand.

3. Use consumer behavior data to craft targeted, relevant email communications.

Develop personalized nurture campaigns that extend the story you told during the Super Bowl to the individuals you’re speaking to, based on their known behaviors. This will allow you to create a customized experience for them.

Consumers want to get email and messages that help them discover new products, shows, or offers they didn’t already know about. But they want to receive it in a way that feels like it was tailored specifically for them. We have a saying of too long, don’t read (TLDR); in this case, it means don’t just copy/paste from your Super Bowl commercial. You should give people a personalized message that inspires action.

To best extend returning users’ experiences with email, consult your data team to determine what your returning users visited on your website following the Super Bowl. Use this info to shape the email, and try to align the email body as close as possible to the content in the Super Bowl ad.

For instance, if you know you have once-a-year users who visit you every year around Super Bowl, the message they receive should motivate them to spend more time on your site/in your app. A more assertive goal would be to inspire them to return to your site more often than once a year.

For new users, you just want to warm them up and keep them engaged with your brand. Make a logical assumption that the commercial triggered their visit and that related content will motivate similar engagement with your brand. If you can motivate them to share their email in a post-Super Bowl browsing experience, you can build a long-term connection with those consumers.

If you commit millions of marketing dollars to a Super Bowl commercial—or happen to be lucky enough to get earned attention during the game—don’t let it be a one-and-done moment. There are plenty of ways to capitalize on the hype of such a momentous event in the days and weeks that follow—and it doesn’t have to take months to cobble together.

Consistency from initial encounter to post-game experience will keep viewers hooked on your brand. If you can maintain interest, you can safely say your million dollar investment was well worth your team placing a bet that it would be a long-term win.

Taplytics provides customer lifecycle marketing technology.