The yearly anticipation leading up to the SuperBowl broadcast has increasingly focused as strongly on the commercials as the game. Whole segments of viewers tune in more to see what Budweiser will bring to Super Sunday than the athletes. Over the years, a select few ads have been indelible, remaining burned in our memories within the context of the uniquely American holiday that the SuperBowl has evolved into. The various Bud Bowls, the Cindy Crawford / Pepsi sensation, even GoDaddy.com used the bully pulpit of the game broadcast to launch their brand identities.
The cost of a spot has more than doubled from $1.2 million to $2.7 million over the last ten years. Many perspectives exist as to the value derived from this exposure…over and above the record-setting number of eyeballs and eardrums reached. Will dancing lizards sell Sobe Lifewater? Will gargantuan carrier pigeons drive shipping business? Will people inspired be inspired to try SalesGenie.com?
The truth is that SuperBowl spots cost what they do for one reason, because they are worth it and cut through the increasing trend of ratings erosion. But to sink all a brand’s hopes into this one shining moment on the national stage is only the beginning of an effective activation strategy. The reason for this is the innately scattergun nature of television “mass” advertising aimed at everyone and no one at the same time. While this approach takes advantage of the juice generated by the event and reaches an unmatchable audience, the interaction between the consumer and the brand is incomplete. In order to build a truly impactful brand connection, SuperBowl advertising is an ideal launching pad for engaging consumers with deeper touchpoints as part of a more complete strategy for consumer conversion. Only by combining this type of media push with below-the-line efforts can brands truly influence the affinities and preferences of today’s savvy consumers. An innovative 360 degree strategy can be anchored by a major media splash, but without an integrated strategy behind it including PR, event marketing, online / viral activity and promotional extensions, the effort is incomplete at best.
The SuperBowl ad competition is a yearly reminder of the power of both traditional and non-traditional marketing channels. As these costs and audience sizes continue to rise, results will only follow when brands find ways to find their audience on a number of levels and change the game.
Who will they be?
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