At this time of the year, everybody in the U.S. is talking about the Super Bowl, the annual championship game of the NFL, the American National Football League. This year, the big event will host the Denver Broncos against the Seattle Seahawks. It is a the biggest event for sport fans, but it is also the commercial event of the year for a lot of brands that will advertise during the multiple commercial breaks. Even if the fans are most likely located in North America, the Super Bowl is the most-watched sporting event in the world with more than 111 million viewers in 2011 (source Wikipedia). This popularity makes its commercial airtime very valuable and the cost per second of advertisement is among the highest in the world.
But there is another dimension to this event, a more social media related dimension. The commercials of the Super Bowl have to be unique, and companies like Pepsi, Volkswagen, M&M's are working very hard to come up with a commercial that will be broadcast only for this event. A lot of viewers are even becoming more interested in the commercials than the game itself, setting up very high challenges for the marketing teams of the different brands. The idea behind this race is that the brand with the best advertisement, the funniest and most clever commercial will be remembered. It is a one shot opportunity to make history for a company.
Where is the relation with social media here? It is in the sharing of course. According to an infographic from Crowdtap, 61% of the Super Bowl viewers will share the commercials on social media, which means that the most popular commercial will go viral. It is certain that the trophy of the game played by brands during the Super Bowl is viral content, with one of the biggest audience you can imagine. And this year, to make sure that viewers are ready and to let the audience know that this brand will have a nice commercial, most of the companies that will advertise released trailers of their ads. Social media are of course a central part of the campaigns, with for example the Pepsi #Halftime America show, a real live show during the half-time break in Milligan, Nebraska, a town that is supposed to be in the middle of the U.S. (the hashtag #halftime will be very popular during the game).
You will find below a short selection of the Super Bowl commercial teasers, starring Pepsi, Volkswagen, M&M's, Audi, GoDaddy and Bud Light (because there is no football without beer). Take it EZ and share your favorite ad.
Volkswagen (the most popular one so far):
Go Daddy:
M&M's:
Bud Light:
No comments:
Post a Comment