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SBD/January 17, 2014/Marketing and Sponsorship
YouTube Adds Teasers To Ad Blitz Program As Pregame Exposure Continues To Grow
Published January 17, 2014
SUPER BOWL SHUFFLES: USA TODAY's Laura Petrecca writes Pepsi, Bud Light and other major Super Bowl XLVIII advertisers "hope to strike a chord with consumers by playing up musical tie-ins." This year's promotions "will include some familiar marketing techniques such as companies sponsoring concerts and using catchy songs in Super Sunday ads." There also will be "some unexpected notes, such as Pepsi hosting a mock halftime performance at the Jan. 26 Grammy Awards." Pepsi "will run a two-and-a-half-minute ad ... midway through the Grammy telecast" featuring Pro Football HOFers Shannon Sharpe, Mike Ditka, Terry Bradshaw and Deion Sanders "singing and dancing." Pepsi on Sunday will run an ad during the NFC and AFC Championship games "promoting the Grammy video." That teaser "shows Ditka with his tongue out Miley Cyrus-style." The ad says, "What if the Grammys had a halftime show?" Meanwhile, Bud Light this week indicated that one of its Super Bowl ads "will feature the world debut of a new song from a well-known artist" (USA TODAY, 1/17).
HE'S BACK: In N.Y., Emily Smith reports actor Arnold Schwarzenegger has landed a $3M deal "to star in a Super Bowl commercial for Bud Light." Schwarzenegger "joins a long list of celebrities earning big money for Super Bowl spots," including Johannson, Laurence Fishburn, Ben Kingsley, David Beckham and Danica Patrick (N.Y. POST, 1/17). Also in N.Y., Sage Lazzaro reported Jerry Seinfeld, Jason Alexander and Larry David were "caught filming inside Tom's Restaurant," the setting for Monk's Cafe from "Seinfeld," on Monday afternoon. While one member of the camera crew told TMZ the actors were there to shoot an episode of Seinfeld's "Comedians In Cars Getting Coffee" web series, another crew member indicated that they "were there to film a Super Bowl commercial" (OBSERVER.com, 1/14).