A Marketers Christmas

February 9, 2017  | By Ketner Group

Moving Beyond The 30 Second Super Bowl Ad Spot

This blog was provided by our intern, Daniela Ramirez.

The biggest sports event of the year, the Super Bowl, is one of America’s most highly celebrated events. Millions tune in every year to watch two teams go up against one another, competing for the NFL’s biggest title. But this year I tuned in for a different reason, the ads.

We all know how expensive these advertising spots for the Super Bowl are and generally only major brands can afford to make the investment. However, I often find myself thinking, “Why would you spend all of that money? How do these high profile brands measure their ROI for a spot that can cost businesses over $5 million? Is it even worth it to have your name out there for 30 seconds when it has the opportunity to be skipped over, muted or even fast-forwarded in today’s DVR world?”

Companies often use the Super Bowl as an opportunity to move a brand or product forward in the marketplace, pioneer forward thinking and engage with their consumers. With this in mind, many brands are moving beyond the traditional TV platform to share their message and create a bigger strategy out of their 30-second ad spot. This is where public relations and marketing come in.

Since brand’s now have more opportunities and channels at their disposal, they can create and drive an entire campaign around one ad, such as Lumber 84 did this year. The televised “The Full Journey” spot prompted users to head to their website to discover the uncut film and find out what happens at the end of the journey. What you found was not a simple advertising campaign, but a powerful statement that has made this brand that was previously only well-known in the building supply industry, a household name. Shortly after the spot aired, Lumber 84’s website crashed as a result of social media conversation and publicity around the advertisement’s message.

Airbnb’s Super Bowl spot was part of larger campaign launch. Shortly after their “We Accept” spot aired, I received an email to my inbox as a call to action to learn more about their brand and #weaccept campaign.

Photo taken from Airbnb’s email

 

After clicking the “Learn More” button, I was led to a blog post that provided me with more information about the campaign and Airbnb’s corporate social responsibility initiatives.

 

Photo taken from Airbnb’s website

 

These cross-channel marketing strategies are one of the many tactics communications professionals are using to make their advertising dollars go further. And, we saw this not just after the ads aired but before kickoff. Many brands teased their spots before the Super Bowl event to generate buzz, create curiosity and engage with their audience.

Whether it’s before, during or after the big game, ultimately, brands need to implement a strategy that will resonate with their audience. But the challenge is figuring out how to do that. In the age of digital, brands are always looking for new ways to break through the noise and be top of mind. No matter the medium, it’s now more important than ever for advertising, marketing and public relations professionals to join forces and communicate one cohesive message while keeping the consumer in the middle of the conversation.