The Super Bowl Special

He paid twenty five K for the team. It's now worth something between two and three billion. So today's episode is gonna make me incredibly uncomfortable because I know nothing about sports. I was just informed yesterday when Sean texted me, he said. Last night he goes, Let's do a special on the Super Bowl. And it's the Sunday. And so that's when I found out that the Super Bowl was this Sunday. I know nothing about sports. And how did you find out? Did I text you this?

Yeah, you what do you mean? You texted me and you said let's go. No, I sent you a voice note. 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. Um 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 you're Nobody says macho man since literally the macho man was a character in the eighties. 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 all. In high school, Sam looked like a nerd and hung out with a nerd and developed nerd hobbies. But then

Sam now looks Like a jock. But he still Has the nerd hobbies. So you're the high school quarterback. You're the varsity QB, but you still like you know go under the bleachers and s you know, like smoke weed or whatever. I don't know what what what what your like crew was doing. Um but but yeah, you you you you fake you fake like sports. I looked like Napoleon dynamite in high school. There's no way that I was like I knew anything about sports.

Uh I don't know anything about about sports, so I'm gonna be a little out of my elephant. Um there was a hist a history club that I that I took part in. You and Ben Wilson. Yeah. I participated in the sport. Track and field, where I ended up getting a scholarship for for college.

And uh cross country. I was a cross country track and field guy. I'm sorry. I'm sorry I play the best sports. A sport requires like a ball. And you played U you know, you played things that just require moving a little faster than normal. Bro, a slight increase in pace. 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 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 the

Freaking ball. Yeah, you you got fight or fight or flight uh as your hobbies. But anyways, either way We're doing the Super Bowl episode and we're gonna do it a little different. So If you listen to this episode, here's my prediction. You listen to this episode?

I guarantee you I Promise you. Uh least Three. Kinda like smart alec know it all comments when you're watching the Superbowl with your family and friends on Sunday.

'Cause we're just gonna give you a couple little tidbits. That you're gonna be able to say, W did you know or You know, actually And um everybody will hate you, but they'll have to admit. that you knew some good shit. So that's what you're gonna get out of this episode. It's all the stuff around the Super Bowl.

Um And that's where we're gonna start. So Sam, I know this was tough for you to do research. Wha what were you able to pull out? Did you have to first look up the rules of the game or what? I I kinda know the rules. Four downs

Six points and three points. Uh, when you called me, you said Super Bowl. And I was like that's not called the Super Bowl. No, I said the Super Bowl was this Sunday and I think I asked if the Lakers were in it. Um I I researched the more interesting things, which is the rich people who own the team. That's the part dude, the best part about sports is watching basketball and trying to guess who the rich people are in the front row and Googling them and reading their Wikipedia. That's the best part. That's basically what I did. Yeah, one of these people does not belong. It's like, Oh, here's a celebrity in the front row, here's Jay Z Um oh this is a ninety year old guy with a thirty year old wife. Oh let me take a wild guess at who this individual is and how they belong here. That's significantly more interesting.

So let's start with the owners,'cause I think that is the uh the interesting place to place to start. So The the two so I went through I did this thing, I was kind of like a little over the top, but I went through and I created a spreadsheet. Um, it's not done yet, but I'm gonna have it done by the end of today'cause I just got like really into it last night. Uh of every owner of in the NFL. And I basically have all these columns like

Did they inherit it or 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? And there's a coup that you know, that was a pretty interesting process. The two teams that are in this, right, they Both of them were kind of like inherited wealth. Not self made.

But the chief owner story. Very interesting. Did did you check that one out? Oh I could tell you all about it. I've known about them because I'm so basically the uh the Philly guy, not interesting. Um Uh basically. The guy's grandpa started a movie theater, uh it expanded, they bought other things, and it's just like a Nice story, but not like particularly that interesting. And now they was like a

Uh I'd like to be rich. I'm gonna join the family business. And join the family business and like You know, I guess the most interesting thing was took out a loan against the company's assets to buy the Eagles. For a hundred eighty five million dollars. And it turned out to be a great

Great by great, great. You know, bet that he took. So you know, props them for that, but This chief story is kind of like uh Like something from the Wild West or like some. This is pretty much. That's exactly what it's from. And this guy's really fascinating. So the basically the grandson owns it, but it all starts with the grandpa. So in the early nineteen hundreds

Who gets the Billy of the Week? Is it it's the grandpa, right? $10 isn't cool. You know what's cool? A billion Dollar. 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. Straight edge, like nice CEO type, but the the the

Yeah. Founder, the grandpa. He's got the the perfect name. So have you heard of w is it called the Wildcatter? Is that a band or Wildcatter? Yeah, Wildcatter. I think it's a very good thing. That's that's a it's a gr great name for what they used to do. So basically in the early nineteen hundreds, um eight his name's H L Hunt.

That was his name. And if you Google him, he looks like a crazy person. So he almost looks like A s the serial killer version of the Kentucky fried chicken guy. Like he wears like a bow tie. You've got like

Colonel Sanders was on season four of you. Yeah. If Colonel Sanders liked to drink Uh Jack Daniels. That's what this guy looks like. He's got like piercing blue eyes and he got like a like a shit eating grin and he's a wild guy. But basically he started uh he was born in the early 1900s and he was like uh a high school dropout. I don't even think he graduated elementary school, but he was this kind of math genius type. And he was Yeah. Math Prodigy and he was a gambler and basically he ran for w ran away from home at the age of fifteen. uh drifted across the country doing odds and end like odd jobs. Eventually he had like fifty or a hundred dollars. He gambles it, playing poker, turns that into a hundred thousand dollars, which is something like three million dollars. takes that money and he starts buying oil leases. So um

It's kind of almost challenging to understand today, but in the early nineteen hundreds, right when like cars were getting popular. America. Was basically like the Middle East, where we were finding all this cool uh all this oil here. And so people were like buying plots of land in Ohio, PA, Texas. in order to find oil. Well, that's what this guy was doing. He was trading oil leases and he was mildly successful, but at the age of thirty six, he was like, Man, this oil business sucks because I make a little money, I risk it all. Sometimes I lose, sometimes I win. It's like I'm still gambling. I wanna out.

And so he sells all of his stuff and he goes fine, I'll do one last thing. And with the m la uh with the money he has from selling his stuff, he buys this plot of land in Texas. And it turns out to be a lotto ticket where it's the largest oil reserve ever discovered. It's in Texas. And twenty years later he becomes the richest man in the world. But Throughout all of this. This guy's a crazy person. He ends up having fifteen kids with three different women.

Some of'em were total degenerates, the kids. Some of them like like a three or four of them died from like drugs, a plane crash. They're crashed motorcycles, crash cars. They're just like these crazy kids. But a few of them were awesome. So one of his daughters started the Rosewood Hotels. Have you heard of that? Yeah, yeah, that's Famous. Yeah. It's like a big thing. Another one, uh Lamar, which I think is the dad of the current CEO of the Chiefs.

Uh he's like credited as uh naming the Super Bowl. So like he was like pretty important in sports, but this guy's crazy. A few examples. He was like He ends up being the richest man in the in in America. But he uh

It was like The bad news here is he was like a crazy racist. And he believed in like Yeah, he's like really racist. Yeah, there's a a big footnote here. So basically he would like There is a do do you know how like um do you know how like amongst the black community in like the fifties and sixties, like getting into Islam was like popular and they would wear like Mohammed Ali and Yeah, yeah, yeah. And that was all because of uh I What's the guy's name? Elijah Mohammed. He like started this like um thing in America. I don't know uh everything what it stood for, but part of the thing was we need to take black Americans back to Africa to our homeland.

Shout out to History Club in high school. Look at this. Look at you. It was wheeling and wheeling and dealing with history right now. Keep going. Well I know all about this. I I know a little bit about this because Elijah said Mohammed was uh homies with Malcolm X and I've I I've read a lot about Malcolm X. So anyway Um Part of like Elijah Mohammed's deal, his shtick was like, We wanna separate the races and this H L Hunt, the southern white guy was like Hey

So do I. That's awesome. I also want to do that. And so, you know, Elijah Muhammad was like, you know, 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. So you know, he's definitely a little racist, a lot of racist. He also is accused of being one of the conspiracer conspirators behind the killing of JFK This lady Like at like 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 anymore. We're gonna take care of this. Of course it was it's kinda nonsense, but this guy had his hands in everything. And he was this if you Google him He looks crazy. Not crazy in a bad way, but like a wild man. He looks like a degenerate a little bit. And I don't know about you, Sean. Do you know any of these like southern Texas

Uh Like entrepreneur types. They no, not personally. So I know a few of'em. I know this group of know this group of guys and they call themselves Capital Men.

And they're just like they make a little That sounds Powerful. It's awesome, right? That sounds a little awesome. Yeah. I'm gonna still I'm a capital. Damn, we should now call ourselves just a we're just a couple of couple of capital men. Yeah, what do you do? I'm a capital guy. Basically like there's this whole like industry of these guys that have like the southern swoop and like that haircut and they got a little like wild in their eyes, but they like are into like hedge funds and into like, you know,'cause A lot of them, it's rooted in like buying and selling oil and being these like rough and tumble oil guys. And then once you get big enough, then it kinda like comes into like buying futures and options to oil. And then it's like, Oh, let's do all this other stuff with money and start a hedge fund. So there's this like it's like rooted in that.

But Th some of these southern rich entrepreneurs, they have this like The thing about Silicon Valley tech people is although they're smart and rich They don't know how to spend their money and they don't know how to have fun. And these usually my southern friends that are like rich and successful. They don't have that problem.

And so this guy H R rich people at Silica Valley call themselves venture capitalists? Come on. Capital man. Is so much better. Like God damn that That could mean anything.

That could mean I I could see that meaning politics. I could see that meaning money. I could see that meaning like We got W where the guys who got the money. Above the people who got money.

And it's like, you know, like we're the real capital guys. It could also just be We're real men with a capital M. I'm like I this could go in any direction and I am I am i kind of interested in all of them. This is fantastic. And also the This guy's name H. L. Hunt.

People who do that like Initial initial Cool last name. Like what's the name of that guy who did the That big heist and like jumped out of a plane. D. B. Cooper, baby. Yeah, D. Cooper, H. L. Hunt. Like throw a name like that at me, like God, I would say. SP Puri Yeah, like God damn, I just need one of these names. L Cool J Yeah. L Cool J, man. That was one of the all time.

So to summarize this guy, he's a wild man. He there's two quotes that he's kind of credited with saying that like you and I have probably heard of. The first is uh 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 like one of the things that's money, right, Rich. Yeah. And that's the and the second thing he said is money's just a way of keeping score. So those are like two phrases that are. Coined the term Super Bowl.

So His son did, yeah. So it's like they're they also came up with the name and the branding around the Super Bowl. So that's pretty amazing. He paid twenty five K for the team. It's now worth something between two and three billion. Which is uh Fantastic investment. You know, it did did phenomenally well. You know, one thing that's really interesting, both these guys uh

So Both these guys, so he paid twenty five K. It's now worth two let's say two and a half billion. Um, the Eagles guy bought it for 185 million now worth also about let's say two and a half, three billion. Um That sounds like this incredible return, and it is for sure.

But the but put that into ten percent a year. What's that ten percent a year? What would it be anyway? So these teams average these teams that like you know, you hear these crazy stories, Oh, you bought the team for two hundred grand and now it's worth three billion dollars. It's like, yeah, but he did it forty two years ago or whatever. And so the math on all when I was calculating these for most of the teams, it's just fifteen to twenty percent annual appreciation compounding. And it's like wow, this is uh

This is s this is like, you know, Sam's way of life. It's just like slow and steady compounding. You give me fifteen percent a year, I'm gonna get weak at the knees. That's your safe word, dude. Yeah, just whisper in my ear. Twenty percent compounding. And it's gonna collapse. Yeah, that's uh that and it's just really remarkable to just see it kinda play out that way. It's like'cause it's not this incredible hockey stick Yeah, yeah, like you know not this spike

Uh in value. It's just a If you annualize it fifteen to twenty percent a year for a long time and it shows you how Warren Buffett's so rich. The guy's just been compounding twenty percent for like sixty years and uh That's how you get whatever, ninety billion dollars, something insane like that. What year did they buy it?

Um, they bought it uh because I imagine there's a world where like back you know, whatever year they bought it, it was kinda like buying a soccer team now. Where it's like I don't know, man. It's like kinda got some traction, but I don't know if this is gonna be part of like the the fabric of c of of society. Yeah.

Yeah, yeah. You know, like Dana White by the UFC in twenty years. We're like We're just gonna get a Function. big dumb gorillas in a cage and make'em fight to the death and like it's gonna be a leg a legitimate sport.

You know what I mean? Yeah. Yeah, so these guys are rich though. They're worth like fifteen billion dollars now. So they're they're a very rich family. Um okay, so let's do some other things. Now let's zoom all the way in. I got a little niche business that's kinda interesting. So when I was thinking about football Or think about the Super Bowl from a like a a business point of view.

You kinda it's a different lens. You take a look at it from a different angle. One of the things I noticed when I was watching the playoffs this year I was like Dude, all these things that I just take for granted'cause they're just a regular part of the game. I'm like they didn't just happen that way. Somebody decided we're gonna do this, right? We're gonna sing the national anthem before every game.

And everybody's gonna stand up and they're gonna take off their hats, put their hand on their hearts. And we're gonna do this and then the Jets are gonna fly over the game. And it's like why are these airplanes flying over the stadium? I don't know if you've seen this. Like they do the flyover. And it's like Again, these aren't just they didn't just happen to happen. Somebody somewhere in some room

was like, we're gonna do it this way. And these things cost money to do and they take time to do. So I'm like, what's the strategy here? And I read this article and it it kinda said it well. There goes the NFL

has draped itself in the flag. And um and it's so true. Basically like That from a branding point 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 an American. Like that's like the like they they should just play that song at the beginning of the games in in fact. And so I was like, where did each of these come from? And so I started looking into it. Couple crazy things. One The military basically pays the NFL.

Tens of millions of dollars per year. to do this stuff.'Cause it's basically a giant recruiting event for the military. So they they The flyover, they have to do these anyways as like part of their training missions. So they're like, Yeah, it does cost, you know, um

between like you know eighty K to four hundred K 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? And we get the sort of like badass thing because if Millions of people are gonna watch these games. Like The Super Bowl's watched by a hundred million people.

Um That's super positive branding. It's a it's it's like co benefits like what is that like parasitic relationship where it benefits both? It's like The NFL gets this association with like true bravery, courage. Patriotism America.

And the military gets like visibility with this like And because everybody sat down and watching. And it's like a free commercial for them. And so then I was like, Okay, that's those are interesting. What else? Look and it's kinda like it's kinda like when a white girl posts a picture on Twitter of her pitbull and it's like Who rescued who?

Ha ha ha ha. Oh my God, dude. Sam Par special for me today. That is amazing. That is the funniest thing you said in a long time. Wow. I'm gonna ask you questions about that joke later because I'm so impressed by that joke. Yeah, that was great.

Nice tattoo by the way. You wanna show the tat? I don't know if you could you could flash the tat on your legs. Sam sends this Sam sends a a text message. We we we'll post this on the uh on the YouTube of the reveal. So it's basically It's like uh Like a napkin covering the whatever the tattoo is. You can see there's a tattoo underneath, but you don't know what it is, and it's like wiping it and then it reveals Sam's dog. Uh.

On his leg. A huge pitch face, and now it takes up his entire right leg. And um And as the reveal was happening, I was like, I am prepared. For this to be anything. Like this tattoo You could have convinced me it was fifteen different things and I would have been like, Yep, I I guess that makes sense. I guess that's what the decision was today. Like Uh Oh yeah, it's a map of my favorite, you know, my favorite motorcycle trail through the Midwest. Yep, all right, sure. Right, like uh 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.

It's a slim gym. Like uh I just did it. I got the slim gym logo on there. Flowers, but they're all just slim gyms instead of flowers. Like, all right. Artistic. Nice one. Um Yeah, dude. So do you know um the best part about the whole America thing in um the Super Bowl? My favorite one of my favorite videos. And I'm I I'm the type of guy I cry during the Star Spangled Banner if it's a good one. Dude It gets me worked up. And there's this one. I kinda feel that too.

I I get worked up or at the medal ceremonies at the Olympics, I always cry. I always get worked up. Right. Um the nineteen ninety one version of the Star Spangled Banger banner with Whitney Houston. It's like one of the best videos of all time. Have you seen that? Yes, I've gone down these compilations. Marvin Gay at the NBA also. The Marvin Gay one's the one. The Whitney Houston one's the best. And it's so impactful that the Library of Congress, they have this like compilation of like the fifty um greatest moments in American history, and that Superbowl thing. that her performance made the list, which is like a really big deal. So This whole this partnership, they've done a really good job of making it a thing. And so now the NFL that's a beautiful line. They've draped themselves in the American flag.

And by the way, if you're like a band that's struggling to make it, here's your hard pivot. Here's your sell out pivot. Just specialize in the Star Spangled Banner and go perform an epic version of the Star Spangled Banner. In every college football game, basketball game, just go Be like the best wedding singer.

the cover artist of the national anthem and just specialize in that. Have like the most badass performance of that. Uh'cause I think, you know, that's that's one way to not be a struggle, you know, starving artist. Okay. So Here's um here's another crazy thing. You've seen at the beginning of the games they're gonna have this giant flag on Sunday. And 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 says Who the hell makes this flag? Sure enough.

There's like one lady in Utah. Who is the like one of the biggest providers for this thing. It's called Fifty Star Productions. Lady in Utah and she 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. If you're doing these things If you Google fifty star productions, it comes up with a listing, like her Google page is a picture of her garage.

Yeah. Yeah, exactly. Like I am pretty sure My friend. This is his aunt. Uh because like it looks exactly like his aunt. And like he has an aunt Patty. 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. So she was like I'm gonna go for giant flags. And it's not like she just was like, you know, some

cute old lady who was knitting and somebody happened to be like, Oh, I'll I'll buy one from you. No, this was a business. She was like She started off by buying the flags. She would buy them for forty K and then she would rent them out for these events and like basically had a rental business. Then she's like, All right, these flags I'm buying, they're low quality, they have this big problem, which is that they uh Like if there's a giant gust of wind, the flag turns into a huge sail. Like it's like a giant. Exactly. It's like James and the giant peach happens at the NFL game. So

They switched it. What she does now is They um It's like actually like fifteen different pieces that latch together. To create the flag, but when you zoom out you can't see that it's latched. And so that makes it way easier to transport

It adds a little airflow so that the that it doesn't make the people fly away or whatever. And um She rents these out for seven thousand seven seven thousand dollars per event. And she does about a hundred thirty to a hundred fifty events per year. She does about a million dollars in sales a year. Uh with her and one dude who's her stitch guy.

And um And that's their business. And then she has like these two competitors, Super Flag and this other guy that's like, No, no, no, no, no, our flags. Our flags are the shit. And so they're like competing against each other to be the giant flag at all these games because now every game does this every football game does this basketball games do this Um it is a is a like a random niche that that she is like number one in.

And what a sick gig. She probably gets to see all these stadiums go backstage and like Walks by Beyonce when she's done singing the national anthem. I mean this is awesome. This is Yeah, Beyonce said nice flag to her. She uh so she's my like this is my blue collar side hustle of the week.'Cause I just think this is like such a smart little thing. And I also think that you could Like somebody could compete with this. I got a little idea here, which is

Okay, she fixed the airflow problem and making it smaller so that it's not like this giant heavy thing that you have to like transport in and out of the stadium. But you still need 300 people standing around it to hold it taut. So that it like they can't put it on the floor. Can't fly can't touch the ground. And um

And so why You need three hundred people. Is it really just for that symbolic reason or is there like a hold it 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 in my w I have two embarrassing stories from elementary school. One of them is uh I got

A sign flag duty? Did you just put it on the ground when you're just putting on the ground when I was working on the clip. And then the person was like, No, no, no, no, no, no, no. And I was like, What? And they're like, You can't touch the ground. And I was like Oh, is this like a you know? The floor is lava. Like are we playing imaginary games here? And they were like, We have to burn this flag now. And 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.

So funny. I could see you like getting like holding it during the Pledge of Allegiance and then just not knowing what to do after it. Everybody was looking at me and I had no idea. I was just fiddling with the clip trying to like figure it out. I was like, What just what's what's the problem? And it made no sense to me. I was like, Okay, look. Yes, I did something wrong, I guess, but Like you guys are weird about this. I think the symbolic stuff is a little funny. I mean, there's like people have American flags for like beach towels. Like you know what I mean? Like if it could like Rub against your crotch. We could set it on the ground sometimes. Yeah, exactly, exactly.

I can find this client info. Have you heard of HubSpot? HubSpot is a CRM platform, so it shares its data across every application. Every team can stay aligned. No out-of-sync spreadsheets or dueling databases. HubSpot, grow better. Some other things about the Super Bowl that I think are kinda crazy. Let's talk about At

So Super Bowl ads kinda get a lot of attention. Um There's a bunch of different ways we can go with this. I have some stats I have some hot takes, but I'm curious I wanna hear your your take first on ads. Do you have anything interesting on ads? It's six million now.

Is it six million? Seven seven million for thirty seconds. Plus it's the cost of actually filming it, which is typically involves like getting Will Farrell or something. So that's like another million. Easily another million if you if you go that route. Yeah. Uh it seems worth it though. Like uh Coinbase did something cool. I do I mean, your internet traffic spikes right away. What's interesting is the what I didn't realize when I was researching this is they test it a lot of times. So they'll um release multiple YouTube videos early on and just see like what's the traction and then go with the winning one.

So that's kind of interesting. But It actually seems worth it in a lot of cases. So um So I did some math on this last year with the Coinbase one. So the Coinbase one went nuts.

So if you don't remember, last year Coinbase did an ad. That was pretty funny. There's two ads I think were really interesting ads that that people have done. So Coinbase in AdWords just a full black screen, so there's no branding on the screen. And there was just a Q R code that was bouncing around the screen like the old DVD like screensaver type thing where it would like

You're kinda wanting it to land perfectly in the corner, but it does never really does. And they just had that on the screen for thirty seconds or a minute or something like that with with music. It is just a flashing QR code. And um And they came out and said that twenty million people visited the site.

Uh in one minute. as that was happening. Probably assume that maybe like a little bit more than that eventually, you know, came. It crashed their app, which was like unfortunate for them. So, you know, uh it it was so good that it crashed our app, uh was kinda the thing. And um

I did some math on it and I I think maybe it it's hard to estimate this stuff'cause you don't know how many people are just gonna Check it out and be like, Okay, I'm not interested in signing up for crypto right now, or like I already know what Coinbase is, so you gotta like discount. But basically just assume for a second Twillion people, um Go ahead and come to your site.

And you can assume some conversion rate. So I don't know what you want to see conversion. Three percent. Yeah, even three percent probably a little high, but like one let's just say let's just say one percent. So that's two hundred thousand people that sign up. And then For something like Coinbase they have to like link an account so let's say like you know another

Uh, you know. Let's even say twenty percent of people link their account afterwards. Now you got forty thousand Linked accounts, but that's just during that kind of one minute time span. But let's just start there. Their average user is worth forty five dollars to them per year. Um

And so that's one point eight million of like kind of like people perform like an average user. So You get two million two million back out, you've probably spent uh, you know, seven six, seven million total on the ad. Doesn't work out great there.

But then you think it's just year one. Yeah, there's all this PR about Coinbase and people talk about the ad and blah blah blah, things like that. Maybe the L T V's higher, maybe it's a little lower because they're less intense. I don't know. I think it's pretty hard to break even. I emailed somebody Who um Who was an investor in um Hint, Hintwater.

And During the Super Bowl a few years ago hint. Bought an ad. Last minute and they email it out to their investors. They're like, Yo, by the way, check it out. We bought an ad. And so I asked him, I said.

Can you share uh like Like what did they say if it worked or if it was good? Here's what they said for what it's worth. They said It was great in so many ways. We got seventy percent of the country because they bought like not the whole nation, but like, you know, three of the top markets. They go, you know, the normal price would have been about five million. We got it for one million. So we got it at a huge discount because we get got a last minute buy.

Um They say uh you know You never know. Uh they go when you buy that way, you don't know when you're gonna end up. We ended up right before halftime, which is a golden spot. Um Direct to consumer numbers were tr were were good, but not off the charts.

Um on s in terms of sales, traffic was off the charts. And then it's like, yeah, but it builds awareness. And then my employees loved it. They were like, Oh, wow, your friends are texting you saying I saw your guys' Super Bowl ad. Um you know, overall, you know, it was great experience. And I think that's the the thing is it's it's kind of a hand wavy It's kind of a hand wavy thing. The the top advertisers are always, you know

Cars, beer, snacks, and then finance stuff. And um you know, th 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. Wait, what so what Reddit did was they bought somehow a five second ad.

In the Super Bowl. So it just flashed on the screen and it was just 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 Superbowl. No. It's the same spelling as Super Bowl, but somebody had created it on Reddit and it was like, Oh yeah, this is a Reddit for superb owls.

Like just fantastic owls. And so if you go there, it's just pictures of these really majestic owls owls. And it gets all this traffic during Superbowl of weekend'cause it's R slash Super Bowl. Um And so they They Put up this image. Oh Super Bowl, I get it. Yeah.

And so I I can share this this image, but I'll I'll read you what they what they wrote. But 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 five seconds of airtime.

One thing we learned is is that our from our communities is that underdogs can accomplish anything with they come come together around a common idea. See who knows? Maybe you'll be the reason that finance textbooks have to add it. chapter on tends, maybe you you'll go to Superbowl and teach about the maj uh and learn about the majesty of owls. Maybe we'll pa pause this five second ad and take a screen.

Uh powerful things happen when people rally around things they really care about. And there's a place for that. It's called Reddit. And so really smart that they kind of flash something, people are like, What was that? And then it goes viral on social media as like, Oh, that was a really smart thing, really cool. Here's what that text said. And so they saw this like traffic s you know, whatever, some crazy traffic spike. But here's what's what's weird.

Coinbase had said uh They kinda released this article like bragging about it. They were like Our downloads were up three hundred percent over last week. And I was like Three hundred per two it was like two eighty seven percent. I was like two hundred eighty seven percent, that's it.

Like you just spent millions of dollars on an ad push. With a hundred million people watching and you only tripled your downloads from the previous week when nothing was going on. That seems like really weak to me. But everybody all the news articles promote that as like

Incredibly successful campaign. And I'm like that To me. That needs to be like Twenty X, thirty X, fifty X Yeah, but this was last year. This was last year when like there was a bull market and like Coinbase was already one of the top finance apps in the country.

No, it jumped from a h ranked a hundred sixty eighth in the app store to number one during the circle. Sucks. And I was like, how is that? I don't even understand how these numbers work. So something might be wrong in these numbers. It just doesn't make a lot of sense. Um I think it's not worth it. What's crazy, by the way. There's about forty to fifty 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 forty to fifty percent. Of the entire show is ads. So if you compare that to like Yeah, I think a T V Um

Ad load is about fifteen percent. So fifteen percent in an hour. You're gonna see fifteen minutes of ads. Um For this, it you know, in an hour of game time, you're gonna see, you know For every hour of game time you're seeing forty to fifty minutes of ads, which is kind of insane.

Um YouTube, for example, is three minutes of ads for every hour of video that you're gonna watch. Just to show you like as a comparison how those things go. Uh, which is pretty pretty wild. Um Yeah, a couple I don't know, a couple other things on ads real quick. Uh Okay, so here's here's my other part that I think is is good on that.

There's a bunch of ads that are not commercials. And um Basically there's ad inventory that's not commercial. So have you ever seen uh you know, like at the end of the game they do the Gatorade Bath the g where they they they they dump Gatoring on the winning coach. So that just happened organically. That wasn't like a paid stunt.

Um, but Gatorade was like Oh my God. Jackpot. And Every year that happens now. Gatorade doesn't have to pay for it.

Ten seconds of Like a native ad of Gatorade. In the winning moment, like right when the team is like, you know, it's the peak of the peak. They're they're about to win, it's confirmed. And Gate Ray 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.

But they don't pay now? They don't pay of course well, they're sponsors. They don't even sponsor the the game. They sponsor just like the d NFL in general to have that can there. But they don't

They don't pay anything extra for that moment. The better thing is the have you ever seen the thing where the at the end they interview the quarterback, you just won the Super Bowl. What are you going to Disneyland? I'm going to Disney World. Do you know the backstory of this? No. It's pretty cr it's pretty cool. So Michael Eisner, who was the CEO of Disney. He's at a dinner. with George Lucas, the creator of Star Wars.

And It's Tim, it's George Lucas, and it's some couple that had just completed like the The first round the world flight. by a uh by a person, like nonstop round the world flight. And so they're all at dinner.

And the food's taken a little time to come, so there's some d dead time here. And and Eisner's like, Okay, well uh what a bunch of great stories that that table would have. But for some reason there was a lull. And at the lull. He goes. He goes. Well Now that you've accomplished the pinnacle of your aspirations.

What could you possibly do next? And um and they go, Well, we're going to Disney World. And they all started laughing and he know he's the CEO of Disney and he's like he's like, That's a great answer. And his wife goes That should be your slogan. And he thinks about that. And the Super Bowl was coming up, I think a couple of weeks later.

So they call up the agents of the two quarterbacks that are playing in the game, John Eloway and Phil Simpson. And they say, Hey, we'd like to make you an offer. Which is that at the end of the game when they say, How does it feel? What are you gonna do? You know, like Uh you know, they asked you that question. We want you to say

We're going to Disney World. And um He's like, We'll pay you seventy five thousand dollars and we'll give you a free trip to Disney World to if you do this. He offers both both of the guys the same deal. What year? What year? This is eighty five, I think, something like that. Okay, or m uh maybe oh eighty seven. Um

So Phil s uh so Phil Sims ends up being the winning quarterback. He uh and he at the time he was like telling his agent, he's like, No, I don't wanna even think about this shit. No, like this seems like bad luck. to start planning my My victory celebration. And his agent's like, dude, come on, like seventy five grand, like that was a big deal back then. He's like uh

He's like, you know, this is a good great bonus for you. All you gotta do is say this one line if you win. Uh, what's it to you? You know, and your your whole family they'll take you out to Disneyland Disney World, no problem. And so there's this amazing clip. We could put the clip in the YouTube video, but it's a Um It's a link to this, uh I'll put it in here anyway, so y y you can see it. But it's basically the

He's like running away from the field and he turns back. It like looks like it's from a movie, basically. And the reporter's like, you know, what are you gonna do now? And he goes I'm going to Disney World. We're going to Disney World. And he goes that became The thing. And so then every year Disney would approach Um

whoever they think might get the interview at the end and they offer him the deal. They say, Hey, w whether you win or lose, you're gonna get this money. Uh but if you are the winner. We want you to say this. And um so they pay the loser and they pay the winner and the winners gotta say it. And now it's become such a thing that Patrick Mahomes, one of the quarterbacks who's in this year's Super Bowl just says it probably. He tweeted out like years ago, he goes, 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 of like great marketing, right? And and it's also If A, it's awesome. And B it's Painful. Everything that I think is this is it's like learning that Santa's not real, bro. Yeah, it's all fake.

Uh, 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. And so I have um I have prepared for you. You know, we have our drunk ideas uh podcast which uh which we should do another edition of Drunk Ideas where I pitch you, you know, half baked.

Bad you know, kind of 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 ide dr my drunk marketing ideas for you. I want you to just rate them uh All right. Yeah, great.

Yeah, okay or terrible. Um Okay, so here's my first idea. Uh, I'm the drunk CMO. I come into you, I say, Hey boss, I got an idea for the Super Bowl. You say.

Great or bad. I say, Let me hear your idea. Yeah, go ahead. Whatever. Let me hear your idea. All right, so here's the deal. Somebody's gonna 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, if they dance, they get fined like twenty thousand dollars, fifty thousand dollars.

Here's what we're gonna do. We're gonna go to all the wide receivers and we're gonna tell them. Look. Not only will we pay your fine. We're gonna triple whatever you get fine.

You get to keep that. But here's what you gotta do. You're s you're gonna have a branded celebration. So uh I don't know what our brand is. Let's say we're a beer brand. You're gonna run to this we have a fat guy in the in the seats right next to the end zone, you're gonna crack open a cold one and you're gonna

Chug that baby. Uh you're gonna just pour that on your face. Right there on the spot. It's gonna go crazy viral. You're gonna be seen as Mr. Fun, as like, you know, this epic badass. And we're gonna get our product placed in that or

Or uh you know, depending on whatever our product is. You know? If we're dude wipes, you're gonna go take this and you're gonna take this wipe and you're gonna wipe, you know, right there, right? Whatever our product is, you're slim gym, you're gonna snap open a slim gym. Um, that's the idea. We're gonna brand the Super Bowl celebration. What do you think? I a great idea. I mean so I don't pay attention to sports. The things that I remember is the Rams doing the what was their thing called the where they would like uh you know, like when they would celebrate the the Rams Rams. The dirty bird.

I thought it was the St. Louis Rams where I'm from. They would like do like the the huddle where they would do their stupid thing. And then also Randy Moss pulling out uh Sharpie and signing the ball and throwing it out. These are like iconic moments. I'm on board with this. This is all the brand is, I'm I'm going to those guys, I'm 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 do the celebration. We got you. And

Okay, here's the next one. Hey boss, uh I know taco sales are down for us this year. Uh, but I got a big idea. I can save us. I could save us here in the fourth uh in in the in the quarter.

Uh our earnings are coming up, earnings calls coming up, taco sales are down. Stay with me, boss. Tacos for tails. During the coin flip. If it's tails.

Everybody gets a free taco. Anybody can go there and just say tails at the window and get one free taco. Everybody's now rooting it's not fifty fifty, baby. We're gonna have the power of America on our side. Rooting for Tails. We're gonna take that moment of the game. We're gonna turn it into a marketing moment.

Dude, I would say Drake more often. These are great. When I was a kid when I was a kid, they had Big Mac land. You know, with the Cardinals, we had uh Mark McGuire, and if the when he was on his home run thing, if he hit his home run in a certain section, you got a big everyone in the stadium got a Big Mac. And so his Big Mac land was like the section. It was awesome. I loved it. And whenever he hit a home run In that section they would have the spotlights over McDonald's, so everyone knew we gotta run a big Maclan. Uh yeah.

In. Also awesome. All right, Boston. Taco for tails and what? Tacos? For tails. You're in. Dude, if anything is alliterative like that, I'm automatically in. I love two T's.

Okay, so here's another one. Um Hey boss, uh you know that car companies like us, uh, we spend the most on Super Bowl ads, right? But we don't got the budget. Who's got the budget for that kind of thing? Where are we gonna spend? twenty million dollars this year on Super Bowl ads for our car. Um what are we? Kia?

Yeah, yeah, we're Kia. And so, you know, wha wh 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 kinda show them walking out with their outfit as they're walking in with their beats by Dre headphones or their briefcase and they're like coming in for the job. And it's like in the pregame, there's not there's just They're trying to fill time so that 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 and they're gonna we're gonna film

The actual arrival at the stadium. And I think actually it's Rolls Royce who should do this, but they should The roles Royce Needs to transport everybody. And badass Rolls Royces to the stadium.

And the quarterbacks get the best, whatever the phantom, triple, whatever. This is for a luxury brand, Lamborghini, whoever it is. You gotta you gotta get the players to show up in style. Because T V will pick that up. There needs to

Fricking fog machine. And it just needs to look crazy. And so we're brand in that moment and actually I got my buddies here from uh Louis Vuitton. They're also gonna Just put just drip everybody's outfit out because this now this entrance is a red carpet entrance. And we're gonna we're gonna own that red carpet entrance from from the moment they arrive at the stadium. What do you think, Bob?

Look, the thing about classy Is you can't try too hard. And now you're trying too hard. That's not classy. I'm sorry, Bob. I'm sorry. I'm sorry. This is not a great idea. Unless we're talking about like

What do I want a souped up Acura? I mean, like what are we gonna do here? Like I've learned enough like I've seen enough Hummer Limos in my life. I don't think you can make those things cool. I'm out. All right, boss. Uh Listen. I don't know I don't know if it's uh if it's me, I don't know if it's my allergies.

I don't know if I've been drinking too much, but I'm just I'm stumped on ideas here. I I ca I'm a I'm I'm a CMO with no ideas. Why does the writer would not give you ideas? I just I just can't I'm I got writer's block. I just got no ideas. So here's what we're gonna do. We're gonna go name Mr. Beast.

Our temporary CMO for the weekend. And we're gonna give Mr Beast our entire budget. We're gonna say Mr. Beast. You take our ten million dollar Super Bowl budget.

And you do a video. On your own, you come up with your own Super Bowl marketing campaign. that is different than whatever's gonna be in the Super Bowl. This guy gets a hundred million views per video. And people love'em. And he's not just it is gonna stand out. We're gonna do and instead what we're gonna do, actually here's what we're gonna do.

We're gonna buy airtime. The kind of like the the fifteen second or thirty second ad slot. And it's just gonna tell people to go watch Mr. Beast's video. Um, or it's gonna be Mr. Beast on the screen and he's gonna be clicking upload. And then you have to go to his channel to see what the actual video is. What do you think, boss?

I'm out. I'm out, dog. Too many steps. That's too h you're getting too creative for me. You're trying to win an award, not make me money. I do like the awards. A as a CMO, I kind of build my whole reputation not on sales, but on Industry awards, pure respect If I hear a marketing person brag about an award, I'm automatically out.

I cannot stand those types of people. I'm Really funny thing that happened, yeah, with the Coinbase thing. So they were getting a bunch of uh 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.

And he made up this whole story. So this whole story where he was like, you know, we just wanted something cool. Everything seemed so cliche. We got all these pitches from ad agencies about celebrities. I never he's like side note, I don't even understand why people would buy a product'cause of celebrities test that never made sense to me. And he's the most important thing. programmer thing to say.

Dunked on. He was just someone was just tossing up the basketball and this woman comes in and just Donks them right in his face. And so he's like, you know, the team came up with this idea, it required no budget. It delivered this epic return'cause it was so different. No agency would have ever thought about this. And this woman comes in and she goes Except an agency did think about this. My agency. We presented it to you on eight thirteen. Slide nineteen is our is our idea for this.

And then people and then all the ad agency people were like Get'em. They were like, We never get respect. And so they all were like, This is about client agency respect and they made it like a bigger deal. Like they try to create like a BLM movement, but for agencies and it just didn't catch on. But like people tried. And then he had to come back and be like the the the weak move. So so all of it was fine. I actually have no problem with any of it up till this point. Uh. Whatever he said, I have no problem with.

But she did. Cool. Great, great move on her part too. The small boy stuff was at the end. He comes back and he goes.

Oh, I s I'm so sorry. The team was working together so well with the agency. I just thought it was w all one team. The The collaboration was so good. That it just seemed like it was all our own internal team. They were so integrated. Dude got. Bro, that's like me say

That's like I walked in on my sister once when she my mom was like, Go tell your sister to study and I walked in and she was sleeping. And I go, Mom, she's sleeping. She goes, I'm not sleeping, I'm reviewing in my head. And I go, Oh, she's studying in her head. It's like the world's worst excuse was I the team was so

So cohesive, I just thought it was us. Yeah. Dude, I like that guy, Brian. I'm a big fan of his. He got dunked on there. He that was uh that was a that was a loss on that on his part. That's the only like big loss I've seen him have, few L's but we all take our L's, right? We got all the Yeah, he got dunked on. Um All right, here's here's another one. Um

Uh, 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? Oh man, I'd probably just make a bunch of them and just run them on TikTok or YouTube and see which one is doing okay and just do whatever that one is. Yes, that's like good testing, but like um What do you think would actually make a good ad? What would make an ad that actually gets people to convert?

Matt Damon. Three strategies. Yeah. Epic story. Matt Damon. Or 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 wanna have A sort of like a will it or won't it moment. And so like, you know I wanna see a mouse in a tank with a snake. And there's just tension. And it's like what's gonna happen here? And there's like one safe place the mouse can go and it's like this is a triple A ad and it's brought to you by Triple A. It's like is the mouse gonna what's gonna happen to this mouse?

There's a man in a box and he needs your help. That's the premise. Let's go let's riff off of that. I think you gotta have some drama. And I think maybe run it at the beginning of the show and then you have like the YouTube channel where it's live streaming and you're like oh my god. Go to go to YouTube and see what see Will it or won't it? What's gonna happen? I remember this will it or won't it concept. This is awesome. It's a great concept.

I remember going to a bar once. A great marketing thing that happened once was uh I went to this bar. And the bar owner was like, dude, we need to come up with a way for people to like buy more drinks or something. It's like And I was like, Oh, you could hire dancers, you could do this, you could do that, like you know, make this club like He's like, I don't get the money for all that. And 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? No. What they did. Does a winner not get eaten or something? Well, no, it's it's kinda like it's just the most random dumb thing, but everybody got so excited.

He took a giant bowl. You filled it with these like mini hermit crabs. And each Hermit Crab he just took a Sharpie and he wrote a number one through fifty on it. And then Basically he's like, It's time for the crab race.

Go buy a drink. And pick a number. And so everybody gets to buy a drink, pick a number, and if your crab wins the race. So they basically put the crabs in a bowl they put it in the middle of the circle. They remove the bowl. And there's a outer ring and who whichever crab gets to the outer ring first.

wins and that is the hero crab. He gets to like come back next week and like defend his his championship. Um And anybody who bet on that crab? gets like whatever's either some money or like free dr uh you know like free shots for like, you know, you and all your friends or whatever it is.

And so it just created this hype. People start coming every week for this thing. I don't I don't think he invented it. I think other Bars do this? But

He w like he brought that concept into his bar. It's the first time I had never seen it. I've never seen an American bar do this. And I cannot tell you How much excitement this this one simple thing drove. We need that for this podcast. The end of every episode? Yeah. That's a great idea. People in the comments on YouTube should bet a number. Pick a number. And then we just and then at the end of the episode, like every other episode or whatever, we like do the reveal and we uh we show who won. Yeah, we should do that.

We should do that for this podcast. We should do something like that for this pod. Call your crab guy. Well I'm not a guy. Uh. I forgot one of my favorite forgot one of my favorite ones. Dude, you might you'll appreciate this as a dog guy.

Have you seen the puppy bowl? I love the puppy ball. Genius. Genius idea that uh Who's Animal Planet did? I think basically what happened was they were like The like you know, the head of programming. It's like, Hey what are we gonna run this Sunday to that that will get ratings? And they're like

Uh against the Super Bowl? Great. Yeah, let me uh Okay. Thanks for the impossible task. What can I come up with that's gonna run on Sunda against the Super Bowl and still get viewers? And that's when they created the puppy bowl. Which is kinda actually the same idea as the crab race.

Basically it's a bunch of puppies with toys. And there's a ref. And basically if any puppy Randomly. Walks into the end zone with a toy, the ref is like touchdown, this guy scores. You missed one low hanging fruit that I thought was pretty obvious. Super blunt Sunday.

What are we gonna do with that? I no I don't know yet. But Super Blunt Sunday? It all starts with the phrase, I like Super Blunt Sunday. Sure, we can work backwards from the name kind of guy, I know. Yeah. Anyway.

Good pot. People are gonna have some facts. Yeah, you're gonna you get to be a know it all this Sunday. And just remember. Everybody loves to know it all. That's a roll end.

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