Will-It Marketing Tension

A marketing strategy focused on creating suspense and tension through unresolved scenarios, particularly effective for Super Bowl ads and live events.

Core Concept

• Create a "Will It or Won't It" moment that leaves viewers in suspense
• Build tension through unresolved scenarios
• Drive engagement by making people want to see the outcome
• Can span multiple platforms (TV → YouTube/Social)

Example Implementations

• Animal-based scenarios

  • Mouse in tank with snake
  • One safe space for escape
  • Viewers invested in outcome
  • Ties to brand message (e.g., AAA insurance - safety)

• Live Event Applications

  • Crab Racing at Bars
    • Number crabs 1-50
    • Customers buy drinks to pick numbers
    • Creates weekly recurring engagement
    • Winner gets prizes/shots
    • Builds community excitement
    • Low cost, high engagement

Key Success Factors

• Must create genuine tension
• Outcome needs to matter to viewers
• Can use multiple platforms to extend engagement
• Simple premise but emotionally engaging
• Creates natural social sharing
• Drives immediate action/participation

Marketing Integration

• Can use short TV spot to drive to longer content
• Creates natural social media discussion
• Builds anticipation and shareability
• Works well for live events and digital campaigns
• Can be adapted for various brand messages

The strategy works because it creates natural engagement through unresolved tension, making people emotionally invested in the outcome while tying back to the brand message.