The Business Moguls Behind 2023's Super Bowl Teams (#417)
Super Bowl Ads, Traditions, Chiefs, and Drunk CMO Ideas - February 9, 2023 (about 2 years ago) • 53:49
Transcript:
| Start Time | Speaker | Text |
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Shaan Puri | He paid 25 k for the team it's now worth something between 23,000,000,000 | |
Sam Parr | So, today's episode is going to make me incredibly uncomfortable because I know nothing about sports. I was just informed yesterday when Sean texted me. He said...
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Shaan Puri | last night they | |
Sam Parr | Last night, he said, "Let's do a special on the Super Bowl," and it's this Sunday. That's when I found out that the Super Bowl was this Sunday. I know nothing about sports.
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Shaan Puri | and how did you find out did I text you this | |
Sam Parr | yeah you what do you mean you texted me and you said let's | |
Shaan Puri | do it I sent you a voice note your favorite consumer to receive | |
Sam Parr |
I hate voice notes. I'm not a fan of voice notes, but you sent me that and that's when I learned it was the Super Bowl. I know nothing about this.
Look, I know what you're thinking. You're like, "Look, you're this macho man. You look like you're a descendant of Dennis the Menace." You're the...
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Shaan Puri | nobody says macho man since literally the macho man was a character in the eighties | |
Sam Parr |
I know what you're thinking. "You're this All-American hunk, you love sports." And you're partially right—I am an All-American hunk, but I know nothing about sports. I don't pay attention to it at all.
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Shaan Puri |
So here's the problem: In high school, Sam looked like a nerd, hung out with nerds, and developed nerd hobbies. But now, Sam looks like a jock while still having the nerd hobbies.
You're the high school quarterback, the varsity QB, but you still like to... you know, go under the bleachers and... I don't know, smoke weed or whatever. I'm not sure what your crew was doing, but yeah, you fake liking sports.
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Sam Parr | I looked like Napoleon Dynamite in high school. There's no way that I knew anything about sports. I don't know anything about sports, so I'm going to be a little out of my element.
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Shaan Puri | were you in | |
Sam Parr | there was a his a history club that I that I took part in | |
Shaan Puri | you and ben wilson | |
Sam Parr |
Yeah, I participated in the sport track and field, where I ended up getting a scholarship for college. And cross country... I was a cross country and track and field guy.
I'm sorry, I'm sorry... I played the **best** sports.
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Shaan Puri | A sport requires a ball, and you played things that just require moving a little faster than normal. It's just a bro.
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Sam Parr | look | |
Shaan Puri | slight increase in pace | |
Sam Parr |
I have said that I think exercise... you should work out so you can either kill and eat everyone in the room or be able to outrun them. Therefore, I only watch UFC, boxing, and running. I'm just trying to kill and eat or run away. That's all I'm trying to do. I'm not trying to like play with a freaking ball.
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Shaan Puri | Yeah, you got "fight or flight" as your hobbies. But anyway, we're doing the Super Bowl episode, and we're going to do it a little differently.
So if you listen to this episode, here's my prediction: I guarantee you, I promise you, at least three kind of smart aleck, know-it-all comments when you're watching the Super Bowl with your family and friends on Sunday. We're just going to give you a couple little tidbits that you'll be able to say, "Did you know?" or "You know, actually..." and everybody will hate you, but they'll have to admit that you knew some good stuff.
So that's what you're going to get out of this episode. It's all the stuff around the Super Bowl, and that's where we're going to start.
So, Sam, I know this was tough for you to do research. What were you able to pull out? Did you have to first look up the rules of the game or what?
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Sam Parr | I kind of know the rules: four downs, 6 points, and 3 points. Like, I'm a... when?
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Shaan Puri | you called me you said super bowl and I was like my son's called the super bowl | |
Sam Parr | No, you said the Super Bowl was this Sunday, and I think I asked about the Lakers for a minute.
No, I researched the more interesting things, which are the rich people who own the team. That's the... dude, the best part about sports is watching basketball and trying to guess who the rich people are in the front row, Googling them, and reading their Wikipedia. That's the best part. That's basically what I did.
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Shaan Puri | Yeah, one of these people does not belong. It's like, "Oh, here's a celebrity in the front row. Here's Jay-Z. Oh, this is a 90-year-old guy with a 30-year-old wife." Oh, let me take a wild guess at who this individual is and how they belong here.
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Sam Parr | that's significantly more interesting | |
Shaan Puri | So, let's start with the owners because I think that is the interesting place to begin.
I went through this process, and I was kind of a little over the top, but I created a spreadsheet. It's not done yet, but I'm going to have it finished by the end of today because I got really into it last night.
I documented every owner in the NFL, and I basically have all these columns: Did they inherit it? Are they self-made? How much did they buy the team for? What's it worth now? What does that mean in terms of its annual appreciation for how long they've held it?
That was a pretty interesting process. The two teams that are in this, right? Both of them were kind of inherited wealth, not self-made. But the Chiefs' owner's story is really interesting. Did you check that one out? Oh, I...
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Sam Parr | could tell you all about it and I've known about them | |
Shaan Puri | tell us | |
Sam Parr | A story. So basically, the Philly guy... not interesting. Yeah, I mean, basically the guy's grandpa started a movie theater. It expanded, they bought other things, and it's just like a nice story, but not particularly that interesting. And now they... | |
Shaan Puri | Have you heard about the guy who owns it now? He was a professor of social policy somewhere, and then he thought, "I'd like to be rich. I'm going to join the family business."
The most interesting thing was that he took out a loan against the company's assets to buy the Eagles for $185 million. It turned out to be a great buy, a great bet that he took. So, you know, props to him for that.
But this chief story is kind of like something from the Wild West or some book. | |
Sam Parr | this is | |
Shaan Puri | pretty interesting | |
Sam Parr | Exactly what it's from, and this guy is really fascinating. So, the grandson owns it, but it all starts with the grandpa in the early 1900s.
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Shaan Puri | Who gets the "Billy of the Week"? Is it the grandpa, right? A million dollars isn't cool. You know what's cool?
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Sam Parr | A $1,000,000,000. The grandpa, yeah, the guy who runs it now, he's fine. He just seems like a square. He's just like a straight-edge, nice CEO type.
But the founder, the grandpa, he's got the perfect name. So, have you heard of it? Is it called the "wildcatter"? Is that a fan or "wild hatter"?
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Shaan Puri | yeah wildcatter I think the wildcatter is | |
Sam Parr | That's a great name for what they used to do. So basically, in the early 1900s, his name was H.L. Hunt. If you Google him, he looks like a crazy person. He almost looks like the serial killer version of the Kentucky Fried Chicken guy; he wears a bow tie. | |
Shaan Puri | he's got like colonel sanders was on season 4 of you yeah | |
Sam Parr | If Colonel Sanders liked to drink Jack Daniels, that's what this guy looks like. He's got piercing blue eyes and a... well, a "shit-eating grin." He's a wild guy.
Basically, he was born in the early 1900s and was a high school dropout. I don't even think he graduated elementary school, but he was this kind of math genius type—a math prodigy. He was also a gambler. He ran away from home at the age of 15 and drifted across the country doing odd jobs. Eventually, he had about $50 or $100, which he gambled playing poker. He turned that into $100,000, which is something like $3,000,000 today.
He took that money and started buying oil leases. It's kind of challenging to understand today, but in the early 1900s, right when cars were getting popular, America was basically like the Middle East in terms of oil discovery. People were buying plots of land in Ohio, Pennsylvania, and Texas to find oil. That's what this guy was doing—trading oil leases. He was mildly successful, but at the age of 36, he thought, "Man, this oil business sucks." He realized he was still gambling; sometimes he lost, sometimes he won, and he wanted out.
So, he sold all of his stuff and decided to do one last thing. With the money he had from selling his belongings, he bought a plot of land in Texas. It turned out to be a lottery ticket, as it was the largest oil reserve ever discovered in Texas. Twenty years later, he became the richest man in the world.
Throughout all of this, this guy was a crazy person. He ended up having 15 kids with three different women. Some of the kids were total degenerates; about three or four of them died from drugs, plane crashes, motorcycle crashes, and car crashes. They were just these crazy kids. But a few of them were awesome. For instance, one of his daughters started the Rosewood Hotels. Have you heard of that?
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Shaan Puri | yeah yeah that's famous yeah | |
Sam Parr | It's like a big thing. Another one, Lamar, who I think is the dad of the current CEO of the Chiefs, is credited with naming the Super Bowl. He was pretty important in sports, but this guy's crazy.
A few examples: he ends up being the richest man in America, but the bad news is he was a crazy racist. He really believed in some racist ideologies. There's a footnote here...
So basically, do you know how, amongst the Black community in the '50s and '60s, getting into Islam was popular? They would wear...
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Shaan Puri | like muhammad ali | |
Sam Parr | Yeah, yeah, yeah. And that was all because of... what's the guy's name? Elijah Muhammad. He started this thing in America. I don't know everything it stood for, but part of the thing was, we need to take Black Americans back to Africa, to our homeland. | |
Shaan Puri | First of all, shout out to the History Club in high school! Look at this, look at you. It works! She's wheeling and dealing with history right now. Keep going! | |
Sam Parr | Well, I know a little bit about this because Elijah Muhammad was friends with Malcolm X, and I've read a lot about Malcolm X.
Part of Elijah Muhammad's deal, his shtick, was that he wanted to separate the races. This H.L. Hunt, a Southern white guy, was like, "Hey, so do I! That's awesome! I also want to do that."
So, you know, Elijah Muhammad was saying, "We want to go back to Africa and have our own thing." H.L. Hunt was like, "Great! I would like that," so he funds that.
He's definitely a little racist... a lot of racists. He is also accused of being one of the conspirators behind the killing of JFK. This lady, in a deathbed confession, tells a story. She's like, "I was in the room with Lyndon B. Johnson and H.L. Hunt where they said, 'This bastard JFK, after tomorrow, he's no longer gonna be on our back. He's not gonna embarrass us anymore. We're gonna take care of this.'"
Of course, it's kind of nonsense, but this guy had his hands in everything. If you Google him, he looks crazy—not crazy in a bad way, but like a wild man. He looks a little bit like a degenerate.
I don't know about you, Sean, but do you know any of these Southern Texas entrepreneur types?
They... no, not personally.
I know a few of them. I know this group of guys, and they call themselves "capital men," and they're just like, "Damn!"
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Shaan Puri | that sounds powerful | |
Sam Parr | it's awesome right they're just like that sounds | |
Shaan Puri | a little awesome | |
Sam Parr | yeah I'm gonna steal | |
Shaan Puri | I'm a cap... damn! We just now call ourselves a couple of capital men.
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Sam Parr | Yeah, what do you do?
Well, I'm a capital guy. Basically, there's this whole industry of these guys that have like the southern swoop and that haircut. They have a little wildness in their eyes, but they're into hedge funds and, you know, a lot of them are rooted in buying and selling oil. They are these rough and tumble oil guys.
Once you get big enough, it kind of transitions into buying futures and options for oil. Then it's like, "Oh, let's do all this other stuff with money and start a hedge fund."
So, it's rooted in that. But some of these southern rich entrepreneurs, the thing about Silicon Valley tech people is, although they're smart and rich, they don't know how to spend their money or have fun. My southern friends who are rich and successful, they don't have that problem.
And then there's this guy, H.J. Hunt...
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Shaan Puri | Rich people in Silicon Valley call themselves venture capitalists. Come on, "capital men" is so much better! Like, goddamn, that could mean anything. I could see that meaning politics. I could see that meaning money. I could see that meaning, like, "we're the guys who got the money above the people who got money." It's like, you know, like, "we're the real capital men."
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Sam Parr | we're the capital guys | |
Shaan Puri | It could also just be, "We're real men," with a capital M. I'm like, this could go in any direction, and I am kind of interested in all of them. This is fantastic!
Also, this guy's name is H.L. Hunt. People who do that, like initial-initial cool last name... like what's the name of that guy who did that big heist and jumped out of a plane?
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Sam Parr | db cooper baby | |
Shaan Puri | Yeah, D.B. Cooper, H.L. Hunt... like, you throw a name like that at me, and I'm like, "God, I would rather S.P. Puri." Yeah, like, goddamn, I just need one of these names.
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Sam Parr | ll cool j | |
Shaan Puri | yeah that'll be a bad guy exactly ll cool j man that was one of the alzheimer's | |
Sam Parr | So, to summarize this guy: he's a wild man. There are two quotes that he's kind of credited with saying that you and I have probably heard of. The first is, "If you know how rich you are, you aren't very rich." I don't know if you've ever heard anyone say that, but that's one of the things he said to me about money.
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Shaan Puri | you ain't yeah | |
Sam Parr | And that's... the second thing he said is, "Money is just a way of keeping score." So those are like two phrases that, dude.
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Shaan Puri | He also coined the term "Super Bowl." His son did, yeah. So, they also came up with the name and the branding around the Super Bowl. That's pretty amazing.
He paid $25,000 for the team. It's now worth something between $23 billion, which is a fantastic investment. You know, it did phenomenally well.
One thing that's really interesting about both these guys is that he paid $25,000, and it's now worth, let's say, $2.5 billion. The Eagles guy bought it for $185 million, and now it's also worth about, let's say, $2.5 to $3 billion. That sounds like an incredible return, and it is for sure, but the math...
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Sam Parr | but put put put that into 10% a year what's that 10% a year what what | |
Shaan Puri | What are you going to be, anyway? So, these teams average... these teams that, like, you know, you hear these crazy stories. "Oh, you bought the team for $200 and now it's worth $3,000,000,000." I say, "Yeah, but he did it 42 years ago or whatever."
So, the math, when I was calculating these for most of the teams, is just 15 to 20% annual appreciation compounding. It's like, wow, this is... this is like, you know, Sam's way of life is just like the slowest, steady compounding.
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Sam Parr | you give me 15% a year I'm gonna get weak at the knees 15% of the | |
Shaan Puri | that's your safe word dude | |
Sam Parr | Yeah, just whisper in my ear, "20% compounding," and my body's gonna collapse.
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Shaan Puri | Yeah, that's that. It's just really remarkable to see it kind of play out that way. It's not this incredible hockey stick... you know, not this spike in value. It's just a consistent annualized return of 15 to 20% a year for a long time.
This shows you how Warren Buffett is so rich. The guy's just been compounding 20% for like 60 years, and that's how you get whatever... $90 billion or something insane like that.
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Sam Parr | what year did they buy it | |
Shaan Puri | they bought it | |
Sam Parr | Because I imagine there's a world where, back in whatever year they bought it, it was kind of like buying a soccer team now. It's like, "I don't know, man. It's kind of got some traction, but I don't know if this is going to be part of the fabric of society."
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Shaan Puri | yeah yeah yeah | |
Sam Parr | You know, like Dana White buying the UFC. In 20 years, we're like, "So we're just gonna get a bunch of big dumb gorillas in a cage and make them fight to the death?" It's gonna be a legitimate sport, you know what I mean?
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Shaan Puri | Yeah, yeah, so these guys are rich though. They're worth like $15,000,000,000 now, so they're a very rich family.
Okay, so let's do some other things now. Let's zoom all the way in. I got a little niche business that's kind of interesting.
When I was thinking about football or I was thinking about the Super Bowl from a business point of view, you kind of take a different lens. You look at it from a different angle. One of the things I noticed when I was watching the playoffs this year was, "Dude, all these things that I just take for granted because they're just a regular part of the game." I'm like, "They didn't just happen that way."
Somebody decided, "We're going to do this." Right? We're going to sing the national anthem before every game, and everybody's going to stand up, take off their hats, and put their hand on their hearts. Then the jets are going to fly over the game.
It's like, why are these airplanes flying over the stadium? I don't know if you've seen this, but they do the flyover. Again, these things didn't just happen. Somebody somewhere in some room was like, "We're going to do it this way."
These things cost money to do; they take time to do. So I'm like, what's the strategy here? I read this article, and it kind of said it well. It goes, "The NFL has draped itself in the flag," and it's so true. Basically, from a branding perspective...
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Shaan Puri | Of view, the NFL basically, when you watch a game, the pomp and circumstance makes you feel like this is a patriotic event. We are all proud to be Americans. That's like the... they should just play that song at the beginning of the games, in fact.
So I was like, where do each of these come from? I started looking into it. A couple of crazy things:
1. The military basically pays the NFL tens of millions of dollars per year to do this stuff because it's essentially a giant recruiting event for the military.
They okay the flyover. They have to do these anyways as part of their training missions. So they're like, "Yeah, it does cost, you know, between $80,000 to $400,000 to do these flyovers, but we have to do these as part of routine training anyways. So why not do our training over the game so we get this visibility?"
We get this sort of like badass thing because if millions of people are going to watch these games—like the Super Bowl is watched by 100 million people—that's super positive branding.
It's like co-benefits. What is that like... parasitic relationship where it benefits both? It's like the NFL gets this association with true bravery, courage, patriotism, America, and the military gets visibility with this, like, because everybody sat down and watched. It's like a free commercial for them.
So then I was like, "Okay, those are interesting. What else?" I looked... and I just...
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Sam Parr | Kinda like, it's kinda like when a white girl posts a picture on Twitter of her pit bull and it's like, "Who rescued who?"
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Shaan Puri | Oh my god, dude! That sounds far too special for me today. That is amazing! That is the funniest thing you've said in a long time. Wow! I'm going to ask you questions about that joke later because I'm so impressed by it.
Dude, that was great! Nice tattoo, by the way. Do you want to show the tat? I don't know if you could flash the tat on your leg.
Sam sends a text message. We will post this on the YouTube of the reveal. So, it's basically like a napkin covering whatever the tattoo is. You can see there's a tattoo underneath, but you don't know what it is. It's like wiping it, and then it reveals Sam's dog still on his leg. It's a...
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Sam Parr | huge pitbull's face | |
Shaan Puri | A huge pit bull's face now takes up his entire right leg. As that reveal was happening, I was like, "I am prepared for this to be anything." This tattoo could have convinced me it was 15 different things, and I would have been like, "Yep, I guess that makes sense. I guess that's what the decision was today."
Like, "Oh yeah, it's a map of my favorite motorcycle trail through the Midwest." Yep, alright, sure.
Right? Like, "This is my favorite brand of beef jerky." Cool, no, that's on my thigh.
Yeah, it's a portrait of Macho Man Randy Savage. Yep, got it.
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Sam Parr | it's a slim jim like I just did I got the slim jim logo on there | |
Shaan Puri | You took a few flowers, but they're all just Slim Jims instead of flowers. Like, alright, artistic. Nice one.
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Sam Parr | Yeah, dude. So, do you know the best part about the whole America thing in the Super Bowl?
One of my favorite videos—and I'm the type of guy who cries during the "Star Spangled Banner" if it's a good one—every time it gets me worked up. And there's this one...
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Shaan Puri | see I kinda feel that too | |
Sam Parr |
I get worked up at the medal ceremonies at the Olympics. I always cry... I always get worked up. The 1991 version of the Star-Spangled Banner with Whitney Houston is like one of the best videos of all time. Have you seen that?
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Shaan Puri | yes I've gone down these compilations marvin gaye at the nba also | |
Sam Parr | Marvin Gaye was also the one. The Whitney Houston performance is one of the best and it's so impactful that the Library of Congress has this compilation of the 50 greatest moments in American history. That Super Bowl performance made the list, which is a really big deal, right?
So this whole partnership, they've done a really good job of making it a thing. And now the NFL, that's a beautiful line—they've draped themselves in the American flag.
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Shaan Puri | And by the way, if you're a band that's struggling to make it, here's your hard pivot, your sellout pivot: just specialize in the "Star Spangled Banner." Go perform an epic version of the national anthem at every college football game and basketball game. Just be the best wedding singer, the cover artist of the national anthem, and specialize in that. Have the most badass performance of it because I think that's one way to avoid being a starving artist.
Okay, so here's another crazy thing. You've seen at the beginning of the games, they're going to have this giant flag on Sunday. The flag is literally the size of the football field. It is a massive, massive flag. Again, somebody makes that. So, your boy goes through and asks, "Who the hell makes this flag?" Sure enough, there's one lady in Utah who is one of the biggest providers for this thing. It's called 50 Star Productions. This lady in Utah has one employee who hand-sews this thing, and he literally goes, "Yeah, I just do it in my basement. I don't even come into the office." So, there's just a guy in a basement sewing these things.
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Sam Parr | If you Google "50 Star Productions," it comes up with a listing. Her Google page has a picture of her garage.
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Shaan Puri | Yeah, exactly! I am pretty sure my friend, this is his aunt because it looks exactly like his aunt. He has an Aunt Patty, and I'm pretty sure this is Patty.
So, wow, crazy thing! But she specializes in... she's like, "Yeah, I'm gonna just do this." She was like, "I'm gonna go for giant flags."
It's not like she was just some cute old lady who was knitting and somebody happened to be like, "Oh, I'll buy one from you." No, this is a business. She started off by buying the flags. She would buy them for $40,000 and then rent them out for these events. Basically, she had a rental business.
Then she said, "Alright, these flags I'm buying, they're low quality. They have this big problem, which is that if there's a giant gust of wind, the flag turns into a huge sail. It's like a giant bird takes... | |
Sam Parr | the people up who | |
Shaan Puri | Are holding it exactly. It's like *James and the Giant Peach* happens at the NFL game, so they switched it.
What she does now is, it's actually like 15 different pieces that latch together to create the flag. But when you zoom out, you can't see that it's latched. This makes it way easier to transport and adds a little airflow so that it doesn't make the people fly away or whatever.
She rents these out for **$7,000** to **$77,000** per event and does about **130 to 150** events per year. She generates about **$1,000,000** in sales a year with her and one dude who's her stitch guy. That's their business.
Then she has like these two competitors: Superflag and this other guy who says, "No, no, no, no, no! Our flags are the shit!" So they're competing against each other to be the giant flag at all these games.
Now, every game does this. Every football game does this, and basketball games do this. It is a random niche that she is number one in. | |
Sam Parr | And what a sick gig! She probably gets to see all these stadiums, go backstage, and like walk by Beyoncé when she's done singing the national anthem. I mean, this is awesome!
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Shaan Puri | Is, yeah, Beyoncé said "Nice flag" to her. Yeah, she’s my... like, this is my blue-collar side hustle of the week because I just think this is such a smart little thing.
I also think that somebody could compete with this. I got a little idea here, which is okay. She fixed the airflow problem and made it smaller so that it's not like this giant heavy thing that you have to transport in and out of the stadium.
But you still need 300 people standing around it to hold it taut because they can't put it on the floor. A flag can't touch the ground, and so they got...
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Sam Parr | is that is that why you need 300 people is it really just for that symbolic reason or is there | |
Shaan Puri | Like a bunch of people, so it's like straight, it's like tight, and so it looks good. But then also, it can't touch the ground, as I learned.
Dude, I don't know if I told you this, but I have two embarrassing stories from elementary school. One of them is I got assigned flag duty. Did you just like set... | |
Sam Parr | it on the ground when you're done | |
Shaan Puri | I just put it on the ground when I was working on the clip, and then the person was like, "No, no, no, no, no, no, no!" I was like, "What?"
They said, "You can't touch the ground." I was like, "Oh, is this like a... you know, the floor is lava? Are we playing imaginary games here?"
They replied, "We have to burn this flag now." I was like, "Dude, I'm already the only brown kid in the school, and now I have to burn the flag? Like, Jesus, this is not gonna look good for me at lunch today."
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Sam Parr | That's so funny! I can see you, like, holding it during the Pledge of Allegiance and then just not knowing what to do after it.
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Shaan Puri | Just put it on the idea. Everybody was looking at me. I had no idea. I was fiddling with the cliff, trying to figure it out. I was like, "What’s the problem?" It made no sense to me. I was like, "Okay, look, yes, I did something wrong, I guess, but I think you guys are weird about this, dude." I think the...
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Sam Parr | Symbolic stuff is a little funny. I mean, there are people who have American flags for beach towels. You know what I mean? Like, if it could rub against your crotch, we could set it on the ground sometimes.
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Some other things about the Super Bowl that I think are kind of crazy... Let's talk about ads. Super Bowl ads kind of get a lot of attention. There are a bunch of ways we can go with this. I have some stats, I have some hot takes, but I'm curious—I want to hear your take first on ads. Do you have anything interesting on ads?
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Sam Parr | it's 6,000,000 now is it 6,000,000 | |
Shaan Puri | 7 7,000,000 for 30 seconds | |
Sam Parr | It's the cost of actually filming it, which typically involves getting Will Ferrell or something. So that's like another million.
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Shaan Puri | easily another million if you if you go that route | |
Sam Parr | Yeah, it seems worth it though. Like, Coinbase did something cool. I mean, your internet traffic spikes right away.
What's interesting is that what I didn't realize when I was researching this is they test it a lot of times. So, they'll release multiple YouTube videos early on and just see what the traction is, and then go with the winning one.
That's kind of interesting, but it actually seems worth it in a lot of cases. | |
Shaan Puri | So, I did some math on this last year with the Coinbase ad. If you don't remember, last year Coinbase did an ad that was pretty funny. There were two ads that I think were really interesting.
Coinbase did an ad where it was just a full black screen. There was no branding on the screen, and there was just a QR code bouncing around the screen, like the old DVD screensaver type thing where you're kind of wanting it to land perfectly in the corner, but it never really does. They just had that on the screen for 30 seconds or a minute or something like that, with music. It was just a flashing QR code.
They came out and said that **20 million people** visited the site in one minute as that was happening. That's crazy! That's absolutely crazy. You can probably assume that maybe a little bit more than that eventually came. It crashed their app, which was unfortunate for them. It was so good that it crashed their app, which was kind of the thing.
I did some math on it, and I think it’s hard to estimate this stuff because you don't know how many people are just going to check it out and be like, "Okay, I'm not interested in signing up for crypto right now," or "I already know what Coinbase is." So, you have to discount that. But basically, let's assume for a second **20 million people** go ahead and come to your site, and you can assume some conversion rate. So, I don't know what you want to see.
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Sam Parr | those conversions 3% | |
Shaan Puri | Yeah, even 3% is probably a little high, but let's just say 1%. So that's 200,000 people that sign up.
Then, for something like Coinbase, they have to link an account. Let's say, you know, if 20% of people link their account afterwards, now you have 40,000 linked accounts. But that's just during that kind of one-minute time span.
Let's start there. Their average user is worth $45 to them per year. So that's $1,800,000, if these people perform like an average user.
You get $2,000,021,000,000 back out. You've probably spent, you know, $6-7 million total on the ad. That doesn't work out great there, but then you think...
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Sam Parr | year 1 | |
Shaan Puri | There's all this PR about Coinbase, and people talk about the ad and blah, blah, blah. Things like that. Maybe the LTV is higher; maybe it's a little lower because they're less intent. I don't know. I think it's pretty hard to break even.
I emailed somebody who was an investor in Hint Water. During the Super Bowl a few years ago, Hint bought an ad last minute, and they emailed out to their investors, "Yo, by the way..."
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Sam Parr | check out I remember that | |
Shaan Puri | We bought an ad, and so I asked them, "Can you share what they said? Did it work? Was it good?"
Here's what they said, for what it's worth: they said it was great in so many ways. We reached 70% of the country because they bought not the whole nation, but they bought three of the top markets. They said the normal price would have been about $5,000,000, but we got it for $1,000,000. So, we got it at a huge discount because we made a last-minute buy.
They said, "You never know. When you buy that way, you don't know when you're going to end up." We ended up right before halftime, which is a golden spot.
Direct-to-consumer numbers were good but not off the charts in terms of sales. However, traffic was off the charts. They said, "Yeah, but it builds awareness." My employees loved it; they were like, "Oh wow, your friends are texting you saying, 'I saw your guys' Super Bowl ad!'"
Overall, it was a great experience. I think that's the thing; it's kind of a hand-wavy thing. The top advertisers are always cars, beer, snacks, and then finance stuff. Those are the categories that I think take off.
Now, did you ever see the Reddit ad from a while back? I thought this one was awesome.
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Sam Parr | wait what what was that | |
Shaan Puri | What Reddit did was they somehow bought a 5-second ad in the Super Bowl. It just flashed on the screen, and it was an image with text. It looked like a Reddit post, and it was a Reddit post from this subreddit, which I don't know if you've ever seen, called "Superb Owl."
No, it's the same spelling as "Super Bowl," but somebody had created it on Reddit. It was like, "Oh yeah, this is a Reddit for superb owls," like just fantastic owls. So if you go there, it's just pictures of these really majestic owls. These are...
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Sam Parr | dope owls | |
Shaan Puri | And it gets all this traffic during Super Bowl weekend because it's r/SuperBowl. They put up this image.
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Sam Parr | super bowl I get it yeah | |
Shaan Puri | And so, I can share this image, but I'll read you what they wrote. It was really smart. They go, "Wow, this actually worked! If you're reading this, it means our bet paid off. These big game spots are expensive. We couldn't buy a full one, so we spent our entire year's marketing budget on 5 seconds of airtime.
One thing we learned from our communities is that underdogs can accomplish anything if they come together around a common idea. So who knows? Maybe you'll be the reason that finance textbooks have to add a chapter on attendees. Maybe you'll go to the Super Bowl and teach about the majesty of owls. Maybe you'll pause this 5-second ad and take a screenshot.
Powerful things happen when people rally around things they really care about, and there's a place for that—it's called Reddit. It was really smart that they kind of flashed something. People were like, "What was that?" and then it goes viral on social media as, "Oh, that was a really smart thing. Really cool!"
Here's what that text said. They saw this crazy traffic spike. But here's what's weird: Coinbase had released this article bragging about it. They were like, "Our downloads were up 300% over last week." I was like, "300%? It was actually 287%." I thought, "287%? That's it? You just spent $1,000,000 on an ad push with 100,000,000 people watching, and you only tripled your downloads from the previous week when nothing was going on? That seems really weak to me."
But all the news articles promoted that as an incredibly successful campaign, and I'm like, "To me, that needs to be like 20x, 30x, 50x." | |
Sam Parr | Of a normal week last year, when there was a bull market, Coinbase was already one of the top finance apps in the country.
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Shaan Puri | No, it jumped from ranked 168th in the App Store to number 1 during the Circle.
That was like, "Well, how is that?" I don't even understand how these numbers work. Something might be wrong with these numbers; it doesn't make a lot of sense. I think it's not worth it.
What's crazy, by the way, is that there's about 40 to 50 minutes of ads in the Super Bowl, and the game's only 60 minutes long. So the ad load on the Super Bowl is crazy. It's like 40 to 50% of the entire show is ads.
If you compare that to, you know, I think a TV ad load is about 15%. So, 15% in an hour means you're going to see 15 minutes of ads. For this, you know, in an hour of game time, you're seeing 40 to 50 minutes of ads, which is kind of insane.
YouTube, for example, is 3 minutes of ads for every hour of video that you're going to watch.
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Sam Parr | that's right just to | |
Shaan Puri | Show you, like, as a comparison how those things go, which is pretty wild.
Yeah, a couple... I don't know, a couple other things on ads real quick.
Okay, so here's my other part that I think is good on that. There are a bunch of ads that are not commercials. Basically, there's ad inventory that's not commercials.
Have you ever seen, you know, like at the end of the game, they do the Gatorade bath? Like where they dump Gatorade on the winning coach? That just happened organically; that wasn't like a paid stunt. But Gatorade was like, "Oh my god, jackpot!"
So every year that happens now, Gatorade doesn't have to pay for it. They basically get 10 seconds of like a native ad of Gatorade in the winning moment. Right when the team is, you know, at the peak of the peak, they're about to win, it's confirmed, and Gatorade gets on the screen every single time.
To me, that's actually the best ad in the Super Bowl because of how it's done. It's zero cost, and they get everybody to watch that thing right when it happens.
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Sam Parr | but they don't pay now they don't pay that of course well they're sponsors | |
Shaan Puri | They don't even sponsor the game, or they sponsor just like the NFL in general to have that there. But they don't sponsor; they don't pay anything extra for that moment.
The better thing is, have you ever seen the thing where at the end they interview the quarterback? "Oh, you just won the Super Bowl! What are you..."?
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Sam Parr | you're going to disneyland | |
Shaan Puri | I'm going to Disney World. Do you know the backstory of this?
No? It's pretty cool. So, Michael Eisner, who was the CEO of Disney, was at a dinner with George Lucas, the creator of Star Wars.
It's George Lucas and a couple that had just completed the first nonstop round-the-world flight. So, they're all at dinner, and the food's taking a little time to come. There's some dead time here, and Eisner's like, "Okay, well..."
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Sam Parr | what a bunch of great stories that that table would have to write | |
Shaan Puri | but for some reason there was a lull and at that | |
Sam Parr | lull here do | |
Shaan Puri |
He goes, "Well, now that you've accomplished the pinnacle of your aspirations, what could you possibly do next?" And they go, "Well, we're going to Disney World!" And they all started laughing. You know, he's the CEO of Disney, and he's like, "Yeah, that's a great answer." And his wife goes, "That should be your slogan."
He thinks about that, and the Super Bowl was coming up, I think, a couple weeks later. So they call up the agents of the two quarterbacks that are playing in the game, John Elway...
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Sam Parr | no and | |
Shaan Puri | Phil Swift and they say, "Hey, we'd like to make you an offer."
At the end of the game, when they ask, "How does it feel? What are you gonna do?" we want you to say, "We're going to Disney World."
He's like, "We'll pay you $75,000 and we'll give you a free trip to Disney World if you do this." He offers both guys the same deal.
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Sam Parr | what year what year | |
Shaan Puri | This is 85, I think. Something like that. Okay, or maybe 87.
So, Phil Simms ends up being the winning quarterback. At the time, he was telling his agent, "No, I don't want to even think about this. This seems like bad luck to start planning my victory celebration." His agent was like, "Dude, come on! $75,000? That was a big deal back then."
He said, "You know, this is a great bonus for you. All you gotta do is say this one line if you win. What's it to you? Your whole family will take you out to Disney World, no problem."
There's this amazing clip we can put in the YouTube video. It's a link to this. I'll put it in here anyway, so you can see it. Basically, he's running away from the field, and he turns back. It looks like it's from a movie. The reporter asks, "What are you going to do now?" and he replies, "I'm going to Disney World! We're going to Disney World!"
That became the thing. Every year, Disney would approach whoever they thought might get the interview at the end and offer them the deal. They would say, "Hey, whether you win or lose, you're going to get this money. But if you are the winner, we want you to say this."
So they pay the loser and they pay the winner, and the winner's got to say it. Now it's become such a thing that Patrick Mahomes, one of the quarterbacks in this year's Super Bowl...
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Sam Parr | just says it probably | |
Shaan Puri | He tweeted out, like, years ago, "Man, it must be the best feeling to be that quarterback who gets to say, 'We're going to Disney World! I can't wait!'" It's like, wow, that's the power.
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Sam Parr | of like | |
Shaan Puri | great marketing right | |
Sam Parr | And it's also... it's awesome and painful. Everything that I think is... it's like learning that Samsung's not really... bro, yeah, it's all fake. That's wild! It's all fake, it's all nonsense. But that's awesome, that's crazy. What a smart move! That's a really wise move. | |
Shaan Puri | And so, I have prepared for you... You know, we have our **Drunk Ideas** podcast, which we should do another edition of.
In this edition, I pitch you half-baked, bad ideas that you'd only think are good when you're drunk. I have a new edition called **Drunk CMO**. So now, I'm the drunk CMO, and these are my drunk marketing ideas for you. I want you to just rate them: great, okay, or terrible.
Okay, so here's my first idea. I'm the drunk CMO, I come in to you, and I say, "Hey boss, I got an idea for the Super Bowl." You say...
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Sam Parr | great or bad I say let me hear your idea yeah go ahead whatever I don't | |
Shaan Puri | Let me hear your idea.
Alright, so here's the deal: somebody's going to score a touchdown and all eyes are on them. It's a celebration moment. If you know players in the NFL, if they celebrate too much or dance, they get fined like $20,000 or $50,000.
Here's what we're going to do: we're going to go to all the wide receivers and tell them, "Look, not only will we pay your fine, we're going to triple whatever you get fined. You get to keep that."
But here's what you gotta do: you're going to have a branded celebration. So, I don't know what our brand is—let's say we're a beer brand. You're going to run to this fat guy in the seats right next to the end zone, you're going to crack open a cold one, and you're going to chug that baby. Just do a shooey, pour that on your face.
Yes, you're just going to do a shooey right there on the spot. It's going to go crazy viral. You're going to be seen as Mr. Fun, like this epic badass, and we're going to get our product placed in that home.
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Sam Parr | great idea or | |
Shaan Puri | You know, depending on whatever our product is, if we're Dude Wipes, you're going to take this wipe and you're going to wipe, you know, right there.
Whatever our product is, if you're Slim Jim, you're going to snap open a Slim Jim. That's the idea. We're going to brand the Super Bowl celebration. What do you say, boss?
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Sam Parr | About the great idea... I mean, I don't pay attention to sports. The things that I remember are the Rams doing the... what was their thing called? The way they would celebrate... the St. Louis Rams.
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Shaan Puri | the the dirty bird the the I | |
Sam Parr | I thought it was the St. Louis Rams. Where I'm from, they would do the huddle where they would do their stupid thing. Also, Randy Moss pulling out a Sharpie, signing the ball, and throwing it out. These are like iconic moments. I'm on board with this. This is awesome.
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Shaan Puri | Whatever the brand is, I'm going to those guys and saying, "Hey, we haven't... we bought seats in the end zone. You just gotta go grab the thing from this guy and do the celebration. We got you."
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Sam Parr | in okay | |
Shaan Puri | Here's the next one.
Hey boss, I know taco sales are down for us this year, but I have a big idea that could save us here in the fourth quarter. Our earnings are coming up, and taco sales are down.
Say it with me, boss: **Tacos for Tails** during the coin flip! If it's tails, everybody gets a free taco. Anyone could go there and just say "tails" at the window to get one free taco.
Everybody's now rooting! It's not 50/50, baby! We're going to have the power of America on our side, rooting for tails. We're going to take that moment of the game and turn it into a marketing moment.
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Sam Parr |
Dude, I would say "Drake" more often. These are great!
When I was a kid, they had "Big Mac Land" at the Cardinals' stadium. We had Mark McGwire, and if he hit a home run in a certain section during his home run streak, everyone in the stadium got a Big Mac. His "Big Mac Land" was like *the* section. It was awesome! I loved it.
Whenever he hit a home run in that section, they would have spotlights over McDonald's so everyone knew we got a run in Big Mac Land. Yeah, it was also awesome!
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Shaan Puri | alright boston right here | |
Sam Parr | taco for tails or what | |
Shaan Puri | for tails | |
Sam Parr | you're in and dude if anything is alliterative like that I'm automatically in I love | |
Shaan Puri | Hey boss, you know that car companies like us spend the most on Super Bowl ads, right? But we don't have the budget. Who's got the budget for that kind of thing? Where are we going to spend $20,000,000 this year on Super Bowl ads for our car?
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Sam Parr | what are we kia | |
Shaan Puri | Yeah, yeah, we're Kia. So, you know, what are we gonna do here? Here's what we're gonna do.
I don't know if you noticed, boss, but there's this new trend of when players arrive for the game. The cameras kind of show them walking out with their outfits as they're walking in with their Beats by Dre headphones or their briefcase. They're like coming in for the job.
In the pregame, they're just trying to fill time. So they're like, "Oh, Patrick Mahomes is here! Look at him, he's entering the building."
Wait a minute, this whole entering the building thing... say it with me, boss: **marketing moment**! Why don't we put them in baller cars that are just tricked out beyond belief? We're gonna film the actual arrival at the stadium.
I think actually it's Rolls Royce who should do this. They need to transport everybody in badass Rolls Royces to the stadium. The quarterbacks get the best, whatever the Phantom triple is.
This is for a luxury brand—Lamborghini, whoever it is. You gotta get the players to show up in style because TV will pick that up. They need to show up with a freaking fog machine, and it just needs to look crazy.
So we're branding that moment. Actually, I got my buddies here from Louis Vuitton. They're also gonna just drip everybody's outfit out because this entrance is a red carpet entrance.
We're gonna own that red carpet entrance from the moment they arrive at the stadium. What do you think, boss?
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Sam Parr | Look, the thing about being classy is you can't try too hard. And now you're trying too hard. That's not classy.
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Shaan Puri | I'm sorry boss I'm sorry I'm sorry okay I'll do better I'll do better | |
Sam Parr | A great idea, unless we're talking about, like, "What do I want? A souped-up Acura?" I mean, what are we going to do here? I've learned enough; I've seen enough Hummer limos in my life. I don't think you can make those things cool. I'm out.
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Shaan Puri | Alright, boss, listen. I don't know if it's me, my allergies, or if I've been drinking too much, but I'm just stumped on ideas here. I'm a CMO with no ideas.
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Sam Parr | why does a writer just not give you ideas | |
Shaan Puri | I just... I just can't. I got writer's block. I have no ideas.
So here's what we're gonna do: we're gonna name Mr. Beast our temporary CMO for the weekend. We're gonna give Mr. Beast our entire budget and say, "Mr. Beast, you take our $10,000,000 Super Bowl budget and create a video on your own. Come up with your own Super Bowl marketing campaign that is different from whatever's gonna be in the Super Bowl."
This guy gets 100,000,000 views per video, and people love him. It's gonna stand out.
Instead, what we're gonna do... actually, here's what we're gonna do: we're gonna buy airtime, like the 15-second or 30-second ad slot. It's just gonna tell people to go watch Mr. Beast's video, or it's gonna show Mr. Beast on the screen clicking upload. Then, you have to go to his channel to see what the actual video is.
What do you think, boss?
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Sam Parr | I'm out. I'm out, dog. Too many steps. That's too... you're getting too creative for me. You're trying to win an award, not make me money.
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Shaan Puri | I do like the awards. As a CMO, I kind of build my whole reputation not on titles, but on industry awards. It's pure respect.
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Sam Parr | If I hear a marketing person brag about an award, I'm automatically out. I cannot stand those types of people.
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Shaan Puri | I think this is a really funny thing to do with the Coinbase situation. They were getting a bunch of props for their ad. Do you remember what happened last year when the Coinbase CEO came out and was just like, "People have been asking," so here's the backstory around the ad?
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Sam Parr | made up this whole story | |
Shaan Puri | He said this whole story where he was like, "You know, we just wanted something cool. Everything seems so cliché. We got all these pictures from ad agencies about celebrities."
He added, "I never... I don't even understand why people would buy a product just because a celebrity says so. It never made sense to me."
And he just... programmers had to say.
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Sam Parr | He was just dunked on. Someone was tossing up the basketball, and this woman came in and just dunked it right in his face.
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Shaan Puri | And so he's like, "You know, the team came up with this idea. It required no budget and delivered this epic return because it was so different. No agency would have ever thought about this."
Then this woman comes in and she goes, "Except an agency did think about this. My agency presented it to you on 8/13. Slide 19 is our idea for this."
Then people, and all the ad agency people were like, "Get him!" They were like, "We never get respect." So they all were like, "This is about client-agency respect." They made it a bigger deal. They tried to create a movement, like a BLM movement but for agencies, and it just didn't catch on. But people tried.
Then he had to come back and be like... but the weak move. So all of it was fine. I actually have no problem with any of it up until this. Whatever he said, I have no problem with what she did. Cool, great move on her part too.
The small boy stuff was at the end. He comes back and he goes, "Oh, I'm so sorry. The team was working together so well with the agency. I just thought it was all one team. The collaboration was so good that it just seemed like it was all our own internal team. They were so integrated."
Dude, he got hugged! Bro, that's like me. I walked in on my sister once when my mom was like, "Go tell your sister to study." I walked in and she was sleeping. I go, "Mom, she's sleeping." She goes, "I'm not sleeping, I'm reviewing in my head." I go, "Oh, she's studying in her head."
It's like the world's worst excuse: "The team was so cohesive, I just thought it was us." Yeah, that's why he didn't give credit.
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Sam Parr | Dude, I like that guy Brian. I'm a big fan of his. He got dunked on. That was a loss on his part. That's the only big loss I've seen him have.
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Shaan Puri | few l's but we all take our l's right we got | |
Sam Parr | all yeah he got dong dong there | |
Shaan Puri | Pocket full of L's. Alright, here's another one. Let's see.
Okay, so now the ad concept itself. If you had to create an ad that you think would work, what would you do to make a good ad for the Super Bowl?
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Sam Parr | Oh man, I'd probably just make a bunch of them and run them on TikTok or YouTube. Then, I would see which one is doing okay and just do whatever that one is.
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Shaan Puri | Yes, that's like good testing. But what do you think would actually make a good ad? What would make an ad that actually gets people to convert?
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Sam Parr | matt damon | |
Shaan Puri | I know three strategies. Yeah, epic story, Matt Damon.
What I think is, I think what somebody should do—this is not allowed because they reject these ideas—but I think you gotta create some drama. So, I think you want to have a sort of "will it or won't it" moment.
For example, I want to see a mouse in a tank with a snake. There's just tension, and it's like, "What's going to happen here?" There's one safe place the mouse can go.
It's like, "This is a AAA ad, and it's brought to you by AAA." It's like, "Is the mouse gonna... what's gonna happen to this mouse?"
Or there's a man in a box, and he needs your help. I don't know, that's the premise. Let's go, let's riff off of that.
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Sam Parr | yeah I think | |
Shaan Puri | You gotta have some drama. I think maybe run it at the beginning of this show. Then you have the YouTube channel where it's live streaming, and you're like, "Oh my God, go to YouTube and see what... will it or won't it? What's gonna happen?" I remember going...
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Sam Parr | to a bar create this will it or won't it concept this is awesome | |
Shaan Puri | it's a great concept I remember going to a bar once | |
Sam Parr | this is another great bar by the way | |
Shaan Puri |
A great marketing thing that happened once was when I went to this bar. The bar owner was like, "Dude, we need to come up with a way for people to buy more drinks or something." I was like, "Oh, you could hire dancers, you could do this, you could do that..." you know, make this club [more exciting]. He said, "I don't have the money for all that."
So we went back like a month later, and he had done the most genius thing. This is in Australia. Have you ever heard of a crab race?
[The speaker pauses, presumably waiting for a response]
No? So what they did...
[The speaker seems about to explain the concept of a crab race]
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Sam Parr | the does the does the winner not get eaten or something | |
Shaan Puri | Well, no, it's kind of like... it's just the most random, dumb thing, but everybody got so excited.
He took a giant bowl and filled it with these mini hermit crabs. For each hermit crab, he just took a Sharpie and wrote a number from 1 through 50 on it. Then, basically, he said, "It's time for the crab race! Go buy a drink and pick a number."
So, everybody gets to buy a drink and pick a number. If your crab wins the race, they put the crabs in a bowl, place it in the middle of the circle, and then remove the bowl. There's an outer ring, and whichever crab gets to the outer ring first wins. That is the hero crab! He gets to come back next week and defend his championship.
Anyone who bet on that crab gets either some money or free shots for themselves and all their friends, or whatever it is. It just created this hype! People started coming every week for this thing. I don't think he invented it; I think other bars do this, but he brought that concept into his bar.
It was the first time I had ever seen it. I've never seen an American bar do this, and I cannot tell you how much excitement this one simple thing drove.
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Sam Parr | we need that for this podcast | |
Shaan Puri | the end of every episode | |
Sam Parr | yeah that's a that's really awesome | |
Shaan Puri | That's a great idea! People in the comments on YouTube should pick a number. Then, at the end of the episode, like every other episode or whatever, we can do the reveal and share who won.
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Sam Parr | yeah we should do that we should do that for this podcast we should do something like that for this pod | |
Shaan Puri | call your crab guy and let him know | |
Sam Parr | a guy | |
Shaan Puri | Okay, I forgot one of my favorite ones. Dude, you might appreciate this as a dog guy. Have you seen the Puppy Bowl?
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Sam Parr | I love the puppy bowl | |
Shaan Puri | Genius! Brilliant! A genius idea!
So, who’s the head of Animal Planet? I think basically what happened was that the head of programming said, "Hey, what are we going to run this Sunday that will get ratings?" And they were like, "Against the Super Bowl? Great! Yeah, let me think of an impossible task. What can I come up with that’s going to run on Sunday against the Super Bowl and still get viewers?"
That’s when they created the Puppy Bowl, which is actually kind of the same idea as the crab race. Basically, it’s a bunch of puppies with toys, and there’s a referee. If any puppy randomly walks into the end zone with a toy, the ref is like, "Touchdown! This guy scored!"
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Sam Parr | you missed one low hanging fruit that I thought was pretty obvious super blunt sundae | |
Shaan Puri | what are we gonna do with that | |
Sam Parr | I know I don't know yet, but **super blunt sundae**—it all starts with the phrase "I like super blunt sundae."
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Shaan Puri | surely we can work backwards from the name kinda guy I know yeah | |
Sam Parr | anyway good pot people are gonna have some facts | |
Shaan Puri | Yeah, you're going to get to be a know-it-all this Sunday. Just remember, everybody loves a know-it-all.
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Sam Parr | that's where we'll end |