All posts tagged with
Super Bowl advertising
Super Bowl Shuffle
Category: Retail/Grocery| Stevens & Tate Speaks
9 Feb 2010How fun was it to see the fabulous Chicago Bears’ Super Bowl Champions again and to be reminded that the Super Bowl Shuffle was introduced into our lives 25 years ago?
Boost Mobile did a nice job of taking a well-remembered spot and reigniting it for their own brand. By using a pre-existing ad and altering it, Boost Mobile showed that they could be the more cost effective company on air as well as with their service offering. But skimp they did not.
To generate more buzz from this spot, Boost Mobile offered a special website – BoostMobile.com/shuffle – where they play the full Boost Mobile Shuffle video, have interviews from the players and my favorite, Mike Singletary’s Party Police where you could submit friend’s names and phone numbers who were ‘violating’ a good Super Bowl party either by not having proper football knowledge or asking really dumb questions. If you sent in this person’s phone number they would get a recorded call from Mike Singletary commenting on the violation.
Additional features to the microsite include downloading ring tones and following McMahon on Twitter with a ‘headband message’.
This was a fun and unique way of generating more conversation on Boost Mobile even after the Super Bowl was over and a good use of they took advantage of Super Bowl advertising. And for Chicago, it’s fun for us to be a part of the Super Bowl again.
A Super “Bowl” Filled To The Rim With Doritos
Category: Retail/Grocery| Stevens & Tate Speaks
8 Feb 2010This year Doritos again conducted their annual Super Bowl TV commercial contest, “Crash The Super Bowl” with the top winner receiving $1,000,000 for their efforts. They aired four winners, each were :30. The spots aired were chosen by the fans prior to the game from six finalist posted on CrashTheSuperBowl.com. The website has a Forum for fans to offer opinions, a Gallery to view the over 100 entries and even a “Herbert Brother How To” that explains the do’s and dont’s of making a commercial.
Doritos has done an excellent job at engaging their tribe by creating an online event that far outweighs the time value of four :30 spots. Some of the magic comes from repeating the event annually. This gives their following an opportunity to grow year after year.
All the spots poke a little fun at Doritos lovers and all seem to have someone getting hurt or put through some pain. This seems to be part of the formula. It’s Doritos meets America’s Funniest Videos. We still like to see others in pain, as long as we know it’s not real. My favorite Doritos spot was the “Funeral” were a man asks to be buried in a coffin filled with Doritos. It shows true love for the product and has more humor than pain, since the man is not actually dead. Visit CrashTheSuperBowl.com to view all four winners.
Nothing Memorable About This Year’s Anheuser-Busch Super Bowl Ads
Category: Retail/Grocery| Stevens & Tate Speaks
8 Feb 2010For the amount of money Anheuser-Busch spent on Super Bowl advertising, the company is not likely to see a return on its investment. With eight ads, the majority for Bud Light, there still wasn’t anything nearly as memorable as the frogs or the “what’s up” campaigns of years past. In fact, this year’s “electronic voice” spot was a lame remake of the “what’s up” ads. Not very original!
And what was the point of the Bud Light “beer house?” I understand that this commercial is trying to be humorous, but when did messaging become irrelevant in advertising? What are the benefits of Bud Light? On the other hand, the Michelob Ultra spot with Lance Armstrong was straightforward…nothing clever but at least it had a message.
My three favorite Anheuser-Busch spots were the ones that messaged on the characters’ love of the beer. First, the “building a bridge” to get the Budweiser truck across to the town was interesting—the villagers love their Budweiser so much they are willing to do anything to make sure they receive their beer. The “asteroid” spot, where the scientists decided to party with Bud Light when they thought the earth was being destroyed by an asteroid, rang true. Ok – that’s something I would do! The Bud Light plane crash ad was funny too.
Budweiser Select 55 – forgettable. “Book Club” – a bit sexist. The most popular Budweiser spot was the “bull” making friends with the Clydesdales. Good thing they decided (at the last minute) to bring the Clydesdales back!
The only other alcohol advertiser was Miller, with just one spot. At least that spot was true to Miller’s message strategy – that Miller High Life is the beer for the common people.
The Super Bowl has become the biggest day for advertising, with nearly as much buzz created about the ads that run during the game as the game itself. This year, the Saints scored a victory but Anheuser-Busch did not.
The Super Bowl Shuffle for Advertisers
Category: Retail/Grocery| Social Media
3 Feb 2010This January, marketing mainstays like FedEx, General Motors and Pepsi announced that they would be opting out of this year’s ad extravaganza, the Super Bowl.
Adverting Age has recently run an article titled Super Bowl Shuffle: Why Marketers Will Shift to ‘Platforms’, which discusses the phenomenon of advertising and the Super Bowl.
The article claims that for those looking to gauge the health of the ad industry, Super Bowl advertising is a bit of red herring. CBS is charging about $2.5 million for 30 seconds of commercial time, and rightfully so. Rarely do you get so many Americans watching one event and actually enjoying the advertising. It is a tremendous opportunity for most brand marketers and it would be foolish to look at this year’s Super Bowl as proof of either the rejuvenation of the 30-second spot or the rejection of it.
There certainly will be advertising winners (and losers) on Super Bowl Sunday but let’s hope that the Monday morning quarterback chatter doesn’t obscure the larger shift at hand for marketers this year. 2010 will be the year of the “platform” for advertisers.
Unlike a website, banner, Facebook application or 30-second spot, a platform is an always-on digital environment that allows brands to run specific or multiple programs. The goal of a platform is to meaningfully engage consumers on multiple levels. For some brands, this means creating an experience with integrated commerce. For others, it means enabling consumers to connect with each other in valuable, unexpected ways.
But for marketers, the real winners this year will be the brands who have built these platforms to engage consumers well after this year’s Super Bowl becomes a distant memory. Here are some examples of the types of platforms that are being created and executed today:
- Community Action Platforms
- Crowdsourcing Platforms
- Commerce Platforms
- Brand Experience Platforms
- Social CRM Platforms
These are just a few examples of the kinds of platform moves brand marketers will make in 2010, but there will certainly be more — especially with the rise in mobile and emerging technologies such as “touch” and augmented reality. To read this article in its entirety, click here.
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