Revving Up: Foreign Automakers Take Center Stage In SB Broadcast

Nickelodeon's Muno To Have Role In Kia's 60-Second Super Bowl Spot

Foreign automakers are "marketing their vehicles more aggressively in the U.S., and are making the Super Bowl a high-profile part of their strategies for wresting market share from American rivals," according to Vranica & Kellogg of the WALL STREET JOURNAL. Fans will see "about a half-dozen auto commercials from at least four overseas manufacturers" during CBS' coverage of Super Bowl XLIV on February 7. Kia Motors America VP/Marketing Michael Sprague said that the company "will be a first-time Super Bowl advertiser, with a commercial targeting 'mountain-biking dads and blogging moms.'" In Kia's 60-second spot, via David & Goliath, California, "Muno, a spindly pink Nickelodeon puppet with one eye, and a grab-bag of other children's characters crisscross the U.S. in a 2011 Sorento crossover." Sprague said that the ad is "aimed at younger parents with small kids who aren't ready to give up the sportier ride a Sorento offers." Meanwhile, Hyundai "will run two ads during the big game," and Volkswagen is "returning to the Super Bowl after a nine-year hiatus" with an ad via Deutsch, L.A. The Volkswagen spot "will show people playing the children's game Punch Buggy" to encourage consumers to "play the game when they spot any VW model." Honda also is scheduled to advertise during the game. Meanwhile, Chrysler's Dodge brand has "snapped up one of the remaining ad slots" during the broadcast (WALL STREET JOURNAL, 1/21).

SOCIAL PLATFORM: In N.Y., Stuart Elliott reports Super Bowl advertisers are seeking to "capitalize on the growth of social media to promote the spots they intend to run in the game and give them a life beyond Super Bowl Sunday." That includes adding a "robust presence in social media like Facebook, Twitter and YouTube to their marketing lineups." Unilever U.S. will run a 45-second Super Bowl spot, via Ogilvy & Mather, for a new line of products named Dove Men+Care. Unilever U.S. VP/Personal Care Kathy O'Brien said that the ad is "to be complemented by blog posts ... as well as presences on Facebook and Twitter." O'Brien: "The Super Bowl is an element of a complete, 360-degree campaign." Meanwhile, ETrade also "will turn to venues like Facebook, Twitter and YouTube to promote a 30-second commercial the company intends to run in the game." ETrade CMO Nick Utton: "In the old days, the only way to see the ads was to watch on television. Now, all the pieces work synergistically." Elliott notes Google's YouTube "plans for a third year to offer its Super Bowl Ad Blitz channel, where consumers can watch all the commercials after the game" (N.Y. TIMES, 1/21).

Boost Mobile Launching Microsite To Promote Its Super Bowl Spot

THE BEAR NECESSITIES: MARKETING DAILY's Aaron Baar reports Boost Mobile, to promote its 30-second Super Bowl spot featuring players from the '85 Bears spoofing their "Super Bowl Shuffle," will launch a microsite where viewers can see behind-the-scenes video from the shoot." The Web site also will feature a three-minute extended version of the ad, and Boost Dir of Marketing Services Caralene Robinson said that it will "showcase more of the players and lyrics than the 30-second spot." The company also will launch "three 15-second teaser ads to run on ESPN, TBS, Comedy Central and MTV." After the Super Bowl, Boost customers "will be able to download a ringtone of the 'Boost Mobile Shuffle' for $1, with proceeds to be donated to charity" (MARKETING DAILY, 1/21 issue).

KEEPING FOCUS: The N.Y. TIMES' Elliott wrote the "decision by CBS to sell time to Focus on the Family is raising eyebrows," as the network in the past "has rejected requests to buy issue ads during Super Bowl games." Issue ads are "rare during Super Bowls, partly because almost all the time is bought by marketers of consumer products and partly because the networks have strict policies regarding the discussion of contentious issues in national commercials" (NYTIMES.com, 1/20).

HIGHLIGHT OF THE BROADCAST? A survey released yesterday by Nielsen indicated that 51% of respondents most enjoy the ads that air during the Super Bowl, compared to the game itself. The survey also indicated that ads that run early in the game are better remembered and better liked than those airing later, and a "winning" spot can vary depending on an advertiser's goals and target demos. Also, traffic to advertiser Web sites spiked on the day after Super Bowl XLIII last year. Results of the survey were based on a sample of over 25,000 HHs in Nielsen's Homescan panel (Nielsen).