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SBD/January 14, 2013/Marketing and Sponsorship
Rock It, Man: MilkPEP Buys 30-Second Super Bowl Ad Featuring Dwayne Johnson
Published January 14, 2013
GREAT EXPECTATIONS: AD AGE's E.J. Schultz notes Mars will run a Super Bowl ad for the fourth straight year, but rather than "releasing its 30-second M&Ms spot early to create some buzz -- as has been the trend of late" -- the candy maker declined to discuss "even basic elements of the ad -- and has no plans to do so." The ad is from BBDO, N.Y., and will "run in the first quarter." Mars Chocolate North America Chief Consumer Officer Roy Benin said that the spot will be "part of a new campaign debuting next week that uses a new tagline 'Better With M.'" Schultz also reported that the brand will "not be debuting a new M&M character, as it did last year when it introduced Ms. Brown during the Super Bowl" (ADAGE.com, 1/11).
SOCIALLY ACCEPTABLE: AD AGE's Cotton Delo writes while social networks have "become an established part of the Super Bowl marketing playbook," they are looking to "command more of fans' attention and maybe a bigger share of TV ad dollars." Lincoln hired NBC's Jimmy Fallon to "help produce its first Super Bowl ad based on tweeted script submissions." Pepsi is "taking to social media to ask fans for pictures of themselves to be part of a commercial to run just before the halftime show; Toyota is asking fans on Twitter to submit a photo to be included in its ad." For the "seventh year, Doritos is holding its 'Crash the Super Bowl' contest in which fans vote on spots created by amateur filmmakers." This year the "voting will occur on Facebook." Twitter Head of Brand Strategy Josh Grau "has high expectations for this Super Bowl based on the availability of ad products that weren't in the market a year ago, like promoted tweets in mobile app users' tweet streams and interest-level targeting" (AD AGE, 1/14 issue).