SBD/9/Sponsorships Advertising Marketing

ADVERTISERS LOOKING TO GET MOST OUT OF SUPER BOWL SPOTS

          Volvo Trucks of N.A. and Mail Boxes Etc. have created
     contests tied to their lone ads during NBC's Super Bowl
     XXXII telecast "in hopes of protecting their investment,"
     according to the AP's Skip Wollenberg.  Volvo has collected
     more than 12,000 entries in a contest for a $120,000 truck. 
     Its Super Bowl spot features a message that will inform 25
     entrants that they remain in the running for the top prize. 
     Mail Boxes Etc. has gotten more than 3,500 small-business
     owners to explain in 100 words or less why they should be
     featured in its Super Bowl commercial.  DeWitt Media's Bob
     Flood: "If you have a limited budget, it makes sense to
     build some sort of grassroots way to increase interest in
     your Super Bowl ad."  Wollenberg reports that Volvo has
     Super Bowl parties planned at 40 truck stops and figures
     that "at least half of its intended audience will be
     watching."  Volvo is spending a total of $3M for the promo
     and its Super Bowl ad (AP/FT. WORTH STAR-TELEGRAM, 12/9).  

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