February 5, 2010
My Excitement Awaits for Football! (but really the commercials)
By: Lacey Ackerman
Although I don't mind watching it, I cannot say I am such an avid football fan. But when it comes to Super Bowl, I'm in! I love everything about it, getting together with friends and family, the food, the beer, the game, and last but not least, the commercials.
With an estimated 180 million viewers, Super Bowl Sunday is the most perfect day out of the year for businesses to air their most creative and entertaining advertisements. But they've gotta make it good...real good. Most brands go down the comical path, which does attract audiences. The goal is to have an impact; leave the commercial memorable, which sometimes can lead to a lot of positive hype in the media. Speaking of hype, there already is a lot of it for these notorious commercials, especially because there may be a new twist involved this year.
Social media has made such an impact on our daily lives. We often wonder how we ever lived without it. There has been a recent uproar within the last year or so, and college students are no longer the only ones Facebooking/Tweeting. It now attracts parents, people searching for former classmates or long-lost relatives, and most importantly, in this case, businesses. Businesses now have the opportunity to strengthen their brand, forming relationships with potential customers. Involving businesses in these e-communities is another alternative to advertising, which has shown to be very effective.
So how does this all relate to the Super Bowl you ask? This year, companies advertising this Sunday will be integrating social media into their commercials. Some will be offering chances to win prizes, ways to donate to charities, contests, etc. (if you log on to Facebook and become a fan, of course). They are connecting their messages to their Facebook/Twitter/YouTube sites. Tal Harry, a partner at Richter7 explains, "You can see the spot then go to a Facebook page, sign up and be a fan and win something." An example: for every person that signs up as a fan of Coke on Facebook, a dollar is donated to the Boys and Girls Club.
This is a definitely a new strategy to get viewers more involved. It should be interesting. Another reason to stay tuned during those time-outs.
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2/11/2010 2:39:43 PM
Brian
Doug you are wrong....you are just wrong. Its not the frogs or the clydesdales that sell the beer its the memory and name recognition...and therefore the WOW creates a better memory and an upswing in popularity which in turn sells more beer.
But hey your point sounded good. However us humans like to be in with the in croud and if the in-croud thinks the frogs are cool the in-croud will drink it just because they wanna be seen as part of the croud......for the most part.
Sad but true. Advertisers know it and advertisers use it.
2/5/2010 3:32:43 PM
Doug
Nothing happens until you sell something. The funny commercials are memorable and can make you laugh. But do they make you buy? Often, this is the overlooked crucial part of the equation. Buzz and media talk are fine, but if you spend 1-2 million on advertising for 30 or 60 seconds...you sure as hell better sell a ton of stuff. The Bud frogs were funny and memorable and actually sold t-shirts...but did they help sell beer? The Clydesdales normally tug at the heart or crack a smile. But do they make you choose that beer brand at the store? Sometimes the wow gets in the way of selling. Yes, I enjoy the commercials too, but not once can I remember seeing a commercial and discovering it motivated me to buy.
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