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SBD/January 24, 2011/Marketing and Sponsorship
Some Super Bowl Advertisers Not Returning Due To Heavy Interest, Lack Of Deals
Published January 24, 2011
SUPER BOWL GAMEPLAN: Anheuser-Busch Friday formally announced its plans for advertising during the Super Bowl, which include the release of an iAd on Monday, Feb. 7, that will feature behind-the-scenes footage; free iTunes downloads of a song included in the Clydesdales spot; and a 24-hour takeover of all iPhone applications, accessible to adults 25 years of age and older. The brewer's five Super Bowl spots also will be available for immediate online viewing after the game. The Budweiser and Bud Light ads will be available on the websites, Facebook pages, mobile sites and YouTube pages of each brand. The Stella Artois ad will be available on the brand's U.S. website and Facebook page, and its "La Societe" website and Facebook page (A-B).
DRIVEN TO ADVERTISE: BLOOMBERG NEWS' Chris Reiter reports Mercedes-Benz has "enlisted tennis star Serena Williams and a tweeting mom from suburban Chicago to add online buzz to its first appearance at the Super Bowl." Mercedes-Benz USA Manager of Corporate Communications Donna Boland said that the company's spot will "feature a roadster version of the $185,750 SLS supercar, the new C-Class coupe as well as the revamped CLS luxury four-door coupe and SLK hard-top roadster." Mercedes-Benz additionally is "sponsoring a tweet race in which teams driving specially-equipped vehicles need to generate traffic on Twitter to win a C-Class coupe." Reiter notes BMW and Audi "will also air ads" during the Super Bowl, marking the "first time all three German luxury brands are advertising" during the game (BLOOMBERG NEWS, 1/24).
MISGUIDED COMPLAINTS: CNBC.com's Phil LeBeau wrote there is a "puzzling line of complaints/digs being hurled at General Motors about its plan to run ads during the Super Bowl." Such criticisms "amount to people thinking GM should not make a big splash or spend large amounts of money because the company was bankrupt not long ago." LeBeau: "If GM is going to thrive and grow, its executives need to spend money, be aggressive and apologize to no one for their strategy. ... Will spending millions during the Super Bowl pay off for GM? Who knows. But I don't see critics bashing Mercedes, Hyundai, BMW or the automakers also running spots during the game" (CNBC.com, 1/21).