Super Bowl and New Media
Think of the insane work that goes into only a few hours of national greatness called The Super Bowl. The food, the drinks, the stadium, the clothing, the uniforms….even the parking at the stadium. Millions of dollars in transactions are spent preparing for one night – check out some crazy stats from Time Magazine.
And then there are the commercials.
^^ Volkwagon’s Darth Vader commercial was one of the biggest hits during the Super Bowl.
Without the million-dollar commercials, it’s safe to say the Super Bowl wouldn’t be as glamorous as it is now. Some viewers watch more for the ads than the game. Even my focus shifts if the Packers aren’t the playing…
Advertising in a New Age
Technology changes drastically every year. Consumers want to be engaged more every year. Super Bowl advertisers don’t want to lose their connection with their 111.4 million viewers. So how are advertisers using new media this year?
Pick the Ending
- Doritos is letting viewers pick which homemade commercial to air during the Super Bowl – a tactic they’ve used before. But ABC News says Coke is doing something a little different. They’re letting viewers pick the ending. And they’re meeting the viewer halfway. People don’t have to log in at Coke’s website to vote, they can also hashtag their pick on Twitter. You have to admit you are much more likely to cooperate when it’s through a platform you already have (Twitter, Facebook, Tumblr, etc.). Whether or not this ends up working well for Coke or not, they’re catching on…
- Some companies have tried showing entire commercials to consumer, which has worked, but marketers from places like Proctor & Gamble and Kraft foods are trying a different approach.
^^Tide’s “sneak peak” banner to create buzz for the real deal on Sunday.
According to the NY Times, P & G and Kraft are offering up a sneak peak/trailer of their commercials. They are also encouraging consumers to spread talk about the sneak peaks on social media. Proctor’s goal is to generate buzz with their “teaser campaigns.” Will it work? We’ll find out after the Bowl if saving the big reveal for Sunday was the right move.
^^Kraft’s Mio Fit Sneak Peak
Premiere of a New Product
- After the advent of the iPhone and Droid phones, the Blackberry has struggled to hold on to their market share. Research in Motion stated they will reveal the new Blackberry 10 at the Super Bowl. Other than that, they’ve been pretty hush hush. Volkswagon pulled a similar stunt when revealing the revamped Beetle design, but not many companies go quite that big. RIM needs a big move like the Super Bowl, because Blackberry is struggling. This is another campaign to keep an eye on and follow up after the game.
Go More In-Depth…
We never want you to feel limited to only what we’ve posted. Here are a list of other articles you can check out:
Next week we will do a follow up of the ads aired during the Super Bowl – What worked? What didn’t? Did P & G pull of their sneak peak strategy?
Stay tuned, and if there’s something that interests you or you want us to talk about, let us know.