The Super Bowl: always the ultimate marketing opportunity, with sales boosting better than around Christmas time... The 45th annual edition of the Super Bowl in American football that sees the Pittsburgh Steelers against the Green Bay Packers fighting for the title of NFL champion for the 2010 season is today, February 6, 2011.
In the past, the main media covering the event was traditional media, with random mentions online, and advertisers pumping cash in print, TV and radio commercials and marketing programs. However, now...social media has changed the trend.
I came across an article on the Guardian website that read:
"Super Bowl advertisers likely to pay $100,000 a second"
This being an equivalent of £62,000 a second. AMAZING!!!
Revenue from commercials during the game is expected to top $210m, according to Jon Swallen of Kantar Media, with the audience likely to smash last year's record of 106.5 million. Companies will be paying $3m for a 30-second spot. Prices dipped in 2010 but are now back at the 2009 peak. (Guardian)
"People watch for the commercials. It's the biggest opportunity to build awareness but if you don't deliver, you really bomb." (Swallen)
Check out Super Bowl: great moments in television advertising
The fans look forward to Super Bowl commercials almost as much as the game itself. This year brings some of the hottest names in show biz on screen: Justin Bieber, Ozzy Osbourne, Kim Kardashian… Yes, Kim Kardashian, recently the subject of another “nudity and fame” editorial, strips again, this time not for “W” magazine, but for Sketchers’ Super Bowl ad.
The Super Bowl commercial that wins in the category “top banned Super Bowl commercials” is without any doubt PETA’s Veggie Love – a 2009 production that makes the headlines again. It is that time of the year, when all advertisements produced for America’s largest national celebration win, no matter how lame, obscure, or kinky.
“Veggie Love” isn’t the first PETA video banned from the airwaves. PETA has a long list of ads “too hot” for TV, including Casey Affleck’s “Go Vegetarian” public service announcement; Alicia Silverstone in PETA’s first-ever naked veggie testimonial; the Kentucky Fried Cruelty: The Movie; and many others.
This year’s “Veggie Love” by PETA pales by comparison. The video is viral, but it’s unprofessional, and cheap.
Today's big winner might have the best game plan for tweets, links, likes and texts. It's not just about football anymore.
The companies that have forked over about $3 million for every 30-second commercial during the Super Bowl XLV telecast are also using social media more than ever as they seek more bang for their buck.
Long before the game began, big league brands like Pepsi, Doritos, Audi, Chevrolet and Mercedes-Benz kicked off Super Bowl campaigns that leveraged the consumer networking power of Facebook, Twitter and YouTube.
Their goal is to create relationships with viewers that will continue long after the final gun sounds. That has turned the game, as the industry publication Advertising Age labelled it, into the "Social Bowl."
"Marketers are looking for ways to not just hit consumers over the head, but get people involved in the story line," said Mike Parker, president of the San Francisco Bay Area Interactive Group, an organisation for employees of local digital ad agencies and tech companies. "They're saying, 'Here's the start of the conversation. Now come and join in the discussion.' It's not just 30 seconds and out."
The whole of the US is caught up in the 2011 Super Bowl and it certainly means different things to different people. Some will be looking for Super Bowl food ideas: including Super Bowl appetisers, Super Bowl snacks, and other Super Bowl recipes to spice up the weekend. Others will be more interested in the game itself, and others will be watching purely for the adverts!
Kick-off time will be approximately 6:25 pm on the East Coast; 5:25 pm Central; 4:25 pm Mountain; and 3:25 pm Pacific which is around 11.25pm here in the UK.
The companies that have forked over about $3 million for every 30-second commercial during the Super Bowl XLV telecast are also using social media more than ever as they seek more bang for their buck.
Long before the game began, big league brands like Pepsi, Doritos, Audi, Chevrolet and Mercedes-Benz kicked off Super Bowl campaigns that leveraged the consumer networking power of Facebook, Twitter and YouTube.
Their goal is to create relationships with viewers that will continue long after the final gun sounds. That has turned the game, as the industry publication Advertising Age labelled it, into the "Social Bowl."
"Marketers are looking for ways to not just hit consumers over the head, but get people involved in the story line," said Mike Parker, president of the San Francisco Bay Area Interactive Group, an organisation for employees of local digital ad agencies and tech companies. "They're saying, 'Here's the start of the conversation. Now come and join in the discussion.' It's not just 30 seconds and out."
The whole of the US is caught up in the 2011 Super Bowl and it certainly means different things to different people. Some will be looking for Super Bowl food ideas: including Super Bowl appetisers, Super Bowl snacks, and other Super Bowl recipes to spice up the weekend. Others will be more interested in the game itself, and others will be watching purely for the adverts!
Kick-off time will be approximately 6:25 pm on the East Coast; 5:25 pm Central; 4:25 pm Mountain; and 3:25 pm Pacific which is around 11.25pm here in the UK.
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