Commercial Hype - Strategic Marketing

Commercial Hype

Super Bowl Sunday is just around the corner.

Here are some fun facts:

  1. Over 106 million viewers tuned in to the Super Bowl last year, making it the most most-watched program of any kind in American television history.
  2. Super Bowl Sunday is the second biggest day for food consumption in the US, second only to Thanksgiving (consumption last year included one billion chicken wings, 8 million pounds of guacamole and a subsequent 20% increase in antacid sales the Monday after).
  3. More alcohol related accidents occur on Super Bowl Sunday than any other day of the year. Ok so that’s not really a fun fact.
  4. Thirty second ads this year are estimated to cost between 2.8 and 3 million dollars. That is $100,000 a second.

There is a new buzz leading up to the big game this year. In years prior, creative was kept under wraps until after the kickoff. Now advertisers are getting a head start by “advertising” their ads online ahead of Super Bowl Sunday. The name of the game this year is sneak peaks, spoilers, and trailers. You can go online for a schedule of which ads will be aired when. Companies like Kia, GoDaddy, Doritos, Chevrolet, Paramount Pictures and HomeAway.com have already put their ads online. Other companies, such as Motorola, reluctant to eliminate the entire element of surprise, offer teasers of the ads to create anticipation.

Social media is being used extensively to build hype for commercials in an attempt to extend the shelf life of the campaign and engage customers before and after they air. The Mercedes Tweet race features a CL550 powered toward Dallas by tweets. The Twitter campaign generated over 1.7 million views online during January. Budweiser’s Facebook tie-in “Unlock the Spot” campaign prompts users to pick clues to guess the storyline of spots that will air during the game, thereby inviting consumers to interact with their brand.

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