Brands ride Super Bowl wave
|31 Jan 2012 2:05 GMT||Back|
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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.