Sydney, Australia – Media agency Initiative has announced that it is bringing back its ‘Marketing Multi’ betting platform, calling for the marketing industry to participate and try to predict the marketing trends around the upcoming Super Bowl.
Built by Initiative’s cultural analytics department, Marketing Multi crowdsources predictions from industry experts across the world and combines it with generative AI to provide the most eclectic multi-market with odds updating live every day.
From celebrity ad cameos,expensive brand ads, and commercials made entirely by AI, Marketing Multi’s betting options features a series of strong contenders and wild cards to make it interesting.
In the competition, punters can only bet yes or no on whether an outcome will occur and how many times they predict the outcome occurring. Scoring is based on probability with the final odds from each day added to a punter’s daily score calculation. Whoever has the highest cumulative score earns a highly sought after and super-legitimate official ‘Marketing-Multi Super Bowl Ring’.
For this 2024, the platform has evolved to feature new AI powered ‘match insights’ to guide first time betters. Using historic super bowl advertising trends and live web results, this will enable people to better understand the likelihood of each outcome and choose whether to play it safe or risk it.
Talking about this initiative, Chris Colter, chief strategy & product officer at Initiative, said, “The Super Bowl is the only place in culture where people not only pay attention to the ads, but actively lean into them. As brands open their wallets to take a real punt on leaving a lasting impression, it’s become a cultural litmus test for the trends that matter.”
Meanwhile, Ryan Haeusler, head of communications design at Initiative and architect of the platform, commented, “Every year we’ve looked to not just rerun The Marketing Multi, but evolve the experience. With these new AI powered features, it now offers a more equal playing field for people to participate and add to our already diverse winners list.”
The Marketing Multi is open to all agencies, marketers, media owners, or anyone simply wanting to have a punt and have some fun, with bets closing on February 7, 2024.
