The Pregame Show of Super Bowl Commercials New York Times Article

The Pregame Show of Super Bowl Commercials

New York Times Article

Jon Bartels Rebecca Stroud

The Evolution of Super Bowl AdsPreviously was a “one day” spectacle.Began with having viewers aware of the company being involved with the Super Bowl Ad space. Now having teaser commercials for their Super Bowl space, and early release dates. Using social media to help communicate.

Why Use Trailers & Sneak Previews “We want to start and provoke a conversation,” said Tim Mahoney.“They like to be let in on the joke, let in on the story, early,” Mr. Sheldon.“From everything we’ve seen, releasing early is good,” Scott Keogh said, “they’re actually looking for your spot” in the game.

SWOT Analysis Strength Allow viewers to become involved with the

commercial and brand, increase presence and use of the ad outside the Super Bowl time space.

Weakness The cost of time space in Super Bowl has continued

to increase each year, late time bracket purchased.Opportunity High viewer base during the game, allow for more

use of the ad during other time spaces on television and online (teasers and early release), looking for ingenuity, few companies have taken on this strategy.

Threat More companies may use strategy making them less

appealing, some viewers may no longer watch them during Super Bowl.

Cost of Ad Space

Big Player StrategiesVolkswagen– Star Wars theme, “The Force” – 50 million total views

• Following last year success, “The Bark Side” – 10 million views in a two week period• Full commercial released on Feb. 1st , 4 days before the SuperBowl

– Goal is to provoke a conversation well before and after– Does it?

Chevrolet – Partnered up with Twitter on Jan 7th - Road to the #SuperBowl– Announce App on game day

• Allows you to play trivia games for a chance to win 1000’s of prizes• Will run Chevy consumer-generated ads and other sponsors commercials

Audi– One of the first commercials to Air– Last year luxury(Release the Hounds), this year LED lighting?– Popularity with Twilight/Vampires: “Race the Light”

Other StrategiesFirst Super Bowl in 1967 - $42,000

First FedEx, now Pepsi Co. – Dropped out after 23 years – Focus on online marketing– Pepsi Refresh Project

• $20 million for Communities • Combining community relations and social media

Is this a good move for Pepsi?– Yes

• Social Media• Giving back to community

– No• Miss Super Bowl exposure• Competitor advantage

Questions?Is it worth spending extra money on teasers?

Do you think this will affect game day viewership?

Do you know which Super Bowl this is and what teams will be playing?

Who do you think will win?

Sources• Stasiuk, C. "Pepsi Drops Super Bowl Advertising to Spend

Money Online." Toronto Web Video Production Blog:Video Marketing Trends. The Signature Video Group, 30 Mar

2011. Web. 29 Jan. 2012. <http://www.signaturevideogroup.com/2011/03/pepsi-drops-superbowl-advertising-to-spend-money-online/>.

• Kane, Libby. "Do Record-High Super Bowl Ad Spots Mean More Consumer Spending?." Learn Vest. 03 Jan 2012: n. page.

Print. <Do Record-High Super Bowl Ad Spots Mean More Consumer Spending

• Elliott, Stuart. "The Pregame Show (of Commercials) Begin." The New York Times. The New York Times, 24 Jan. 2012. Web. 25 Jan. 2012.

• Videos from YouTube:– http://www.youtube.com/watch?v=R55e-uHQna0– http://www.youtube.com/watch?v=6ntDYjS0Y3w&feature=

relmfu– http://www.youtube.com/chevrolet?x=us_showcase_1895– http://www.youtube.com/audiusa?csref=621116482392022

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