Super Bowl! Everyone's excited about the game, right? Advertisers and marketers are excited about the ads. What do the ads say about the state of the business, the state of advertising, trends, etc? Lots will be written and digested after the fact...Here's a great post from Michael Glass's blog Fuel Line
ADVERTISING’S BIG GAME
The Super Bowl is not only the Super Bowl for football but also for the advertising industry. What’s the newest trend for this year? The incorporation of social media.
A good variety of top articles, posts, tools and sites regarding Super Bowl advertising:
- Adweek: Super Bowl Ad Drive Leads to Brand Sites - Thirty percent of respondents to a recent survey of those who plan to watch the big game said Super Bowl commercials increase the likelihood they’ll visit an advertiser’s Web site, while more than one out of five said they’ll be tuning in “exclusively or predominantly” for the ads. The survey conducted last week for Hanon McKendry also found women more likely than men by 31% to 11% to watch the telecast for the commercials.
- Advertising Age: Direct-Response Cash4Gold Buys Into the Super Bowl - Cash4Gold will run a 30-second commercial in the Super Bowl and a 60-second ad in NBC’s pre-game show, making it the first direct-response advertiser in that venue, according to the Pompano Beach, Fla., company. Havas’ Euro RSCG Edge made the spot, featuring pitchmen Ed McMahon and M.C. Hammer — both celebrities who have had financial setbacks.
- Brandweek: Frito-Lay’s Chester the Cheetah gets Super Bowl Spotlight - Frito-Lay is planning a 30-second ad with animated Cheetos pitch-creature Chester the Cheetah during the Super Bowl. The ad, which shows pigeons attracted by Cheetos crumbs attacking an annoying woman, will be shown in the first half of the game.
- NY Times: In tough times, Super Bowl advertisers must pitch with care - Super Bowl advertisers have a tough challenge this year: providing entertaining spots that are memorable, effective and don’t appear to be making light of the economic recession. PepsiCo Americas Beverages CEO Massimo d’Amore said, “It’s an historical opportunity to bring a moment of joy to consumers who have been squeezed.” But some advertisers are sitting out the Super Bowl because of the down economy and rising unemployment. Steve Pacheco of FedEx said, “Being in the game simply sends the wrong message to employees and FedEx constituents.”
- WSJ: Super Bowl Ads Try Hard Sell - This year’s crop of Super Bowl ads will be notable for the hard-sell approach, according to Wall Street Journal advertising reporter Suzanne Vranica. Attack ads also will be in the mix, including a campaign for Denny’s that takes on rival IHOP.