The Big Game
Posted by Dale Buss on November 4, 2013 04:47 PM
Last year SodaStream got stymied in its efforts to take direct aim at Coke and Pepsi with an ad during the Super Bowl. But this year the startup has promised to come right back at the soft-drink giants with an in-your-face spot during the next Big Game on February 2 at Met Life Stadium.
The difference, SodaStream International CEO Daniel Birnbaum told Advertising Age, is going to be that Fox is airing this year's telecast while CBS is the network that denied SodaStream's efforts to air an ad last year depicting exploding Coke and Pepsi bottles to dramatize SodaStream's environmental pitch about "saving" bottles.
"I hope that [Fox] will be a little more courageous than CBS, because CBS's behavior was just pathetic," Birnbaum told the magazine. "CBS chickened out and they just didn't want to take a risk of pissing off Coke and Pepsi who are big, big sponsors of theirs." The un-aired ad has since garnered over 4.9 million views on YouTube.Continue reading...
The Big Game
Posted by Dale Buss on October 31, 2013 03:47 PM
When it comes to Super Bowl advertising strategies, it's not exactly the fourth quarter yet. But merely three months before the Big Game on February 2 on Fox, it's certainly way past halftime.
And so, many brands have been locking down their approaches. In the case of some, the big thing is that they're returning, such as Chevrolet. Other brands will be whizzing past them on the way out of Super Bowl XLVIII in East Rutherford, N.J., including Cars.com and Subway.
Many others plan to stick with the crucial platform that they have made out of Super Bowl and related advertising, including Chrysler and Doritos. Yet others continue to defer from participating, such as Ford.Continue reading...
Posted by Dale Buss on October 7, 2013 06:15 PM
Overall, demand for TV ad spots during the next Super Bowl telecast reportedly is strong even though Fox will be charging around $4 million for a mere 30 seconds of air time.
But the rarefied financial air has been prompting more brands, even big ones, to decide to sit out Super Bowl XLVIII though it'll be staged on February 2 at MetLife Stadium in metro New York City, the media and marketing capital of the world. Subway is the latest brand to openly express reservations.
"I'm not sure there are going to be spots at the table with the kind of pricing that makes sense for us," Subway CMO Tony Pace told Advertising Age. The huge chain was able to get a "smart" cost last year, he said, but the situation for this Big Game gets more tenuous as ad-spot demand rises.Continue reading...
Posted by Dale Buss on March 4, 2013 07:23 PM
Google may be serious about launching its own retail stores or just feinting in that direction, but one thing is clear: the digital giant isn't through trying to find new areas of the online universe to dominate.
Target No. 1 may well be automotive retailing. There's been lots of attention lately to Google's other significant venture having to do with automobiles—"self-driving" cars—but Google seems far more likely to make big strides in the car-selling process online more quickly than it does in programming your car to drive you to work.
Google is poised to expand its fledlging online car-shopping service to dealers throughout California and also to enter more states, Automotive News reported. Dealers in the San Francisco Bay area have tested the service since last summer; consumers can browse dealers' inventory and check vehicle prices without leaving Google search pages, the magazine reported.
Posted by Dale Buss on February 4, 2013 02:04 PM
"Brotherhood," Budweiser's 2013 Super Bowl ad, was among those which stood out among rather routine fare.
Super Bowl ads (the complete list) this year provided few gems, according to an emerging consensus of industry professionals.
Many were deemed lame or even confusing, and generally considered ineffective and off-brand. Several brands seemed to suffer rather than benefit from the frenzy of sneak peeks and full-commercial reveals in this year's rush for pre-Game exposure and social buzz.
Still, some brands were able to leverage social media presence and responsiveness into overall good showings up to and through the event, with campaigns that will move forward from here.Continue reading...
Posted by Dale Buss on January 22, 2013 05:05 PM
Super Bowl XLVII may be unique in that one of the biggest potential branding opportunities has suddenly materialized less than two weeks before the Big Game. And the opportunity is called the Brothers Harbaugh.
It seems unlikely that even the biggest brands would be able to land a deal with Jim or John Harbaugh, or both, this close to the Super Bowl, given that each is now consumed with how to beat the other's team -- and that, for the winner at least, there should be plenty of endorsement opportunities after the game.
But some marketers may be able to figure out how to tie themselves tangentially at least, maybe even convincingly, to what already has become the most intriguing Super Bowl story line perhaps in decades: the mutual success and striving of two accomplished opposing coaches, less than two years apart in age, who happen to be siblings. They're also young for their profession, telegenic, well-spoken and smart.
So we await news on Brother International or some other less obvious brand figuring out how to tap into all of that. In the meantime, there are plenty of other brands gearing up for a Super Bowl lift ahead of Game Day, including Mercedes-Benz.Continue reading...
Posted by Sheila Shayon on February 7, 2012 12:37 PM
Mobile was the big winner in the Super Bowl this year, as marketers and consumers seized the second-screen experience.
“Caring about eyeballs was your grandfather’s ad agency,” commented Dan Israel, Atlanta-based strategy lead for the mobile practice at SapientNitro, to Mobile Marketer. “What matters today is how many people with smartphones can be gathered in one location at one time. The Super Bowl rules in this category.”
This Super Bowl was a huge coming out party for Shazam, the mobile app that enables audio tagging to link to content and offers, which partnered with almost half of Super Bowl 46 advertisers, representing 1 million giveaways, this year.
Shazam linked to commercials by Acura, Best Buy (which offered $50 gift cards), Cars.com (which donated $1.00 per Shazam tag to charity), Bud Light, Disney (John Carter trailer), Fed Ex, GE, Honda, Pepsi, Teleflora, and Toyota to unlock exclusive content and coupons. Some of the offers:Continue reading...
Posted by Dale Buss on February 6, 2012 05:08 PM
As the world's biggest stage for marketers, we'd have to give Super Bowl XLVI, generously, a B-minus. While the game was compellingly competitive right until the last play, and Madonna acquitted herself pretty well for a 53-year-old halftime-show attraction, America's brand marketers barely held up their end of the extravaganza.
For one thing, there was no genuine stand-up-and-cheer advertising moment during NBC's telecast as there was last year, in Chrysler's spot featuring Eminem and its new Chrysler 200 "Imported from Detroit," although Clint Eastwood was a worthy successor.
In fact, stand-out moments in the ads were almost non-existent; the humor that carried most of the ads didn't come close to an outbreak of hilarity; and a few spots manifested jump-the-shark syndrome, such as an NBC promo that cameoed Betty White.Continue reading...