Advertisers Spoil the Surprise Before Big Game
The one point in time during the year when advertisers
can pretty much count on television viewers actually watching commercials is
during the broadcast of the Super Bowl. In fact, studies have shown a large
percentage of people viewing commercials as the number one or two reason they
watch the broadcast. So with all that anticipation built up as part of an event,
why would anyone want to let the cat out of the bag beforehand?
a New York Times report, advertisers are looking to build
buzz for their spots by showing a portion or all of their commercials online
before the game.
HomeAway, a vacation rental company and Super Bowl advertiser,
is one of those businesses looking to get a head start.
"Last year, we thought, ‘We ought to keep this close to the vest
and make it a big surprise,’ " Brian Sharples, chief executive
of HomeAway, told the Times.
The spot in last year’s game "exceeded" expectations,
according to Mr. Sharples. "This year, we said, ‘Let’s put
it out there.’" HomeAway’s new commercial can be seen on the company’s website.
Best Buy, Budweiser, Coca-Cola, Motorola, Snickers and others is also using
social media to draw attention to its commercial pre-game.
clinical professor of marketing at the Kellogg School of Management at Northwestern
University, told the Times, "There
are so many spots in a Super Bowl that it can be hard to stand out. A lot of
the strategy is now focused on how you position yourself in advance of the
game, because if you wait till the last minute, it makes it harder to break
Motorola is one of those companies looking to build buzz before
the game, but is holding back on showing its full spot of its Xoom tablet computer
to keep the level of anticipation high.
A USA Today story discusses how
brands are using social media to create added buzz before, during and after
"It’s cosmically different, because it’s not just a TV experience, but
a multichannel, multiplatform, deeply social experience," Shiv Singh,
digital media chief at PepsiCo Americas Beverages told USA Today.
Mukherjee, chief marketing officer at Frito-Lay, told the paper, "People
are not working at the office like they used to. Digital space is helping to
re-create that human behavior of talking at the water cooler."
- Before Sunday, a Taste of the Bowl – The New York Times
Bowl ads mix old and new media – USA Today
Discussion Questions: What are your thoughts on promoting commercials intended for the Super Bowl before the game? How is social media changing brand marketing before, during and after big consumer events such as the Super Bowl?