Search

Councils

Get to know our council and committee members and find out what they do.
For more information please
contact the DMA.
The Direct Marketing Association
DMA House
70 Margaret Street
London W1W 8SS
Tel: 020 7291 3300
Fax: 020 7291 3301


Brands ride Super Bowl wave

31 Jan 2012 2:05 GMT Back
Brands ride Super Bowl wave
People on sofa surfing on their laptops

Also in the news

Brands are hyping their Super Bowl ads ahead of this Sunday’s big game in a bid to boost their impact. 

Coca-Cola has splashed advertising on bus shelters and billboards while Honda and Volkswagen have posted online videos. 

With the average 30-second Super Bowl commercial slot costing $3.5mn, stakes are high. 

Brad Adgate, from marketing agency Horizon Media told USA Today report that by touting their ads early marketers hope to stand out from the game-day commercial clutter. Consumers are hungry to see Super Bowl-related content and welcome these promotions. 

Brands recognise that adding a social media conversation adds value to a Super Bowl ad so they’re taking an integrated marketing approach. 

They are encouraging viewers to create a social media buzz around their ads by tweeting their favourite commercials.

“That’s all free advertising,” as Adgate says. 

And it’s worked in the past. Volkswagen posted a teaser ad on its Facebook page in its 2011 ad, and it was shared more than 676,000 times. The content no doubt helped – it showed dogs barking the Imperial March tune from Star Wars

Posted by 

Smarayda Christoforou

This website only uses essential cookies.