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SBD/February 4, 2011/Marketing and Sponsorship
Social Media Helping Change The Way Super Bowl Advertisers Work
Published February 4, 2011
SNEAK PREVIEW: The GLOBE & MAIL's Simon Houpt notes for this year's Super Bowl, "more than ever before, marketers are treating their 30- or 60-second TV spots as something akin to feature films, using teaser trailers to instill a sense of anticipation for the ads’ broadcast debuts." Leading up to Sunday's game, Snickers "posted a 14-second trailer of its TV spot with comedians Richard Lewis and Roseanne Barr, in which it touted the stars’ names in movie-like credits, and concluded by directing viewers to watch the ad in the game’s third quarter." E*Trade last week "put up an entertaining series of clips of talking babies that supposedly 'didn’t make it past the censors' for this year’s ad." Mercedes-Benz USA, making its Super Bowl debut, "posted a 'behind-the-scenes' video of its commercial shoot exclusively on Facebook that users must 'Like' before gaining access to it." Similarly, this weekend's "SNL" broadcast on NBC "will include a 15-second commercial from Volkswagen that will tease one of the car maker’s two spots to air during the big game" (GLOBE & MAIL, 2/4). In N.Y., Stuart Elliott notes social media sites have "ushered in a new era" of Super Bowl advertising, and "marketers are doing what was once unthinkable." In addition to "offering sneak peeks of their spots and revealing contents of the commercials, many, like the vacation rental company HomeAway, are going the full Monty and sharing the entire ads in advance." But experts note that the "strategy isn't without risk." Ketchum Sports & Entertainment VP Shawn McBride: "There’s some real concern that it may dilute the ‘specialness’ that’s associated with advertising in the Super Bowl" (N.Y. TIMES, 2/4).
WORTH THE INVESTMENT: CareerBuilder.com is advertising during the Super Bowl for the seventh straight year, and CMO Richard Castellini said, "Year in and year out, the Super Bowl has driven results for the company." The investment is evaluated every year, but Castellini said the ad annually "has given us a 30% lift in our invoicing," and each appearance as resulted in "record days in the Mondays and Tuesdays after the Super Bowl." He said, "There's something about being in the Super Bowl as an organization that makes you feel like you're competing in the highest levels" ("Worldwide Exchange," CNBC, 2/4). Meanwhile, Coca-Cola North America CMO Bea Perez said the company looks at the effectiveness of a Super Bowl ad “in a couple of different ways.” Perez: “We know that our brand health scores -- and that’s people who say they’ll buy our brands because of the messages -- we see those scores very high, highest they’ve been in the last five years. ... We also are looking at the business results and we also take the activation into retail” (Bloomberg TV, 2/3).