The Super Bowl is the largest event in the USA. This year, 111.3 million people tuned into Fox Sports for the 51st edition and the mid-game sofa statistics were mind blowing: 1.25 billion chicken wings eaten, 11.2 million pounds of potato chips consumed and 325.5 gallons of beer sunk.
But as big as these figures are, can companies really justify spending millions of dollars on advertising for an event that lasts only a few hours? You might think that the obvious answer would be “yes”, knowing the enormous, immediate audience they can target using a quick 30 second advert, but there must be more cost-effective ways to boost sales?
By only having a traditional TV advert, marketers see several peaks and troughs in performance. To utilise the usual 30-second TV slot better (which costs a whopping $5 million), marketers are experimenting with creative content and different social strategies to broaden target audiences, build long-term brand loyalty and make better use of their huge investments.
An ‘always-on’ strategy, coupled with a traditional Super Bowl TV advert, gives marketers the opportunity to maximise the reach and longevity of their campaigns, and make the most of the fortune they have spent. This year, Procter & Gamble’s detergent brand Tide used this strategy extremely well by using their humorous TV ad to reach out and drive viewers to their social media channels.
Intel nailed it this year. By partnering with Patriots quarterback Tom Brady, they got fans to upload frames of the sports star going about his day-to-day life, before leveraging this content on the day of the Super Bowl. User-generated content was a clever way to get the world to see how their new 360 technology worked.
This kind of PR for a newly released product is pretty amazing, and teaming up with the man who led the epic comeback for the Patriots? Not too shabby.
At KHWS, we are all about creating emotional ideas and it seems as though Audi are on the same wavelength with their politically sensitive ad about gender equality.
The ad showed a young girl winning a fierce go-kart race against a number of young boys. According to ad analysis, 68% of viewers indicated that happiness was the key emotion they experienced – a feeling that some Americans haven’t been very familiar with in the past months. At a time when hundreds of thousands of women have protested to show their concerns about losing basic rights, you can’t help but think Audi have trumped their competitors.
So there it is. For such a prestigious event, it isn’t surprising that ad space is costing so much. It is vital that companies drill down on their strategy to come up with innovative ideas similar to the examples shown here. User-generated-content seems to be the future for Super Bowl campaigning, but who knows, we’ll have to wait until next year to find out.10.02.17 Archive