Over the years, the Super Bowl has become one of the most sought after marketing events in all of sports entertainment. With millions of football fans and casual observers watching the game, advertisers must use creative and, in some cases, wacky ways to stand out in the minds of the consumer. Super Bowl advertising has gotten so popular, the commercials have taken on a life of their own and are now an integral part of the gameday experience, some even saying that’s the entire reason they watch the Super Bowl. It’s such a coveted advertising event that a single :60 spot can cost upwards of $4M in media fees alone. Thus by a brand’s mere purchase of media time in the bowl they are making a huge statement in the eyes of the
One of the newest routes that advertisers have taken to make the most of this momentous occasion is adding a second screen experience to their campaign. Most marketers see the value of increasing participation and buzz before, during and after the Super Bowl through the use of digital and social media in their Super Bowl promotions. Those that can create the right amount of intrigue, can increase the amount of involvement one would take to learn more information about the brand. With that being said, here are four Super Bowl spots that we rated based on their effectiveness in this new form of integrated Super Bowl advertising.
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Wix.Com is a Web Development Platform based out of Tel-Aviv. Their spot involves using everyone’s favorite martial arts wielding panda, Po from Kung Fu Panda. Their spot doubles as anadvertisement for Wix and for Kung Fu Panda 3. Wix.com cleverly has Po use different advertisement tactics to spread the word about his adoptive father’s noodle shop when, as it turns out, the simple solution is to create a website that will easily advertise the shop to the masses using Wix.com. Wix.com’s approach is simple, by using the star power of Po, it tries to build the mental association in the consumer’s head between Kung Fu Panda and Wix.com. A good ploy by Wix.com if their target consumers are parents of small children. In that sense, their advertisement works exceedingly well.
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The Pokemon spot involves a whole lot of intrigue. Celebrating their 20th year of existence, Pokemon has garnered a lot of attention with their advertising centered around the tagline Train On™. What makes this form of advertisement effective is the incorporation of one of the most debated theories in all of human history: with enough effort and….training…., anything is possible. It’s an easy and optimistic concept that fits perfectly with what Pokemon is trying to promote, gamesmanship. What is also helping with the push of this product is the call to share your favorite memories of Pokemon using #Pokemon20 across Twitter, Instagram, and You-tube.
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All of the interaction that is available at the fingertips of the regular consumer can only bol-ster the Pokemon brand and of course its sales. With the commercial hitting all cylinders by including everyone in activities ranging from the physically gifted, the intellectuals, and the tried and true team players, this ad and its potential effectiveness is incredible to say the least.
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The Pokemon spot involves a whole lot of intrigue. Celebrating their 20th year of existence, Pokemon has garnered a lot of attention with their advertising centered around the tagline Train On™. What makes this form of advertisement effective is the incorporation of one of the most debated theories in all of human history: with enough effort and….training…., anything is possible. It’s an easy and optimistic concept that fits perfectly with what Pokemon is trying to promote, gamesmanship. What is also helping with the push of this product is the call to share your favorite memories of Pokemon using #Pokemon20 across Twitter, Instagram, and You-tube. All of the interaction that is available at the fingertips of the regular consumer can only bolster the Pokemon brand and of course its sales. With the commercial hitting all cylinders by including everyone in activities ranging from the physically gifted, the intellectuals, and the tried and true team players, this ad and its potential effectiveness is incredible to say the.
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