|
We are entering the anticipation zone for 2007 Superbowl Ads, and I'm wondering how a brand can really do something that gets attention. Shall we turn our attention to consumer-generated ideas and new media buzz...?
First, let's re-cap: The New York Times media columnist, Stuart Elliott, wrote a helpful article on the good, bad and ugly of 2006.
One of his "bad" selections was the Cadillac Escalade "fashion show" ad that we all knew would bomb. One ad that Stuart left out was the Dove Self-Esteem Fund ad (a series of images of girls and young women with text like "hates her freckles" and such, overlaid). Perhaps there was no way to measure the sales-generating "success" of this piece, but anecdotally,it got a lot of women and men I know thinking and talking - and paying more attention to how their daughters and nieces felt about themselves. That's a success, any way you slice it.
So, what may happen this year? We know that Frito-Lay is just one of the brands planning a consumer-generated ad. Otherwise, we generally expect big bucks will be spent and perhaps a "hot" celebrity or two will appear and.. well, the usual. (Yawn.)
There is one intriguing possibility brewing, however, and it may be just the humanizing, storytelling sponsorship opportunity a Superbowl advertiser needs: The SuperProposal (a.k.a. "the superbowl proposal").
Here's the quick rundown: A guy who calls himself J.P. wants to propose to his longtime girlfriend during the big game (and wants to keep it a secret). At first he put out the online call to get donations, and raised $75,000. Then he realized it might take a little longer to raise the $2 million+ for a 2007 Superbowl ad (which were close to being sold out anyway). So - he has decided to proceed by getting the sponsorship attention of an existing Superbowl advertiser.
So this is my marketing to women nudge for the cause: For those brands interested in gaining the attention of the women who watch the Superbowl as well as the men, consider these reasons:
- You will be connecting people to one another around your brand. (You sponsor it, and consumers will make note of who aligned with this intriguing event.)
- You will be presenting an emotion-filled event with which lots of Superbowl watchers - and many of your consumers - can relate.
- You will offer something very different in a "same-old" saturated several hour timeframe that is all the more likely to catch viewers off guard, and keep them from running to the kitchen for the chips.
So what are you waiting for?!
I will keep you updated as things progress with this consumer-generated sponsorship opportunity/marketing to women case study.
|
Comments
Andrea,
Am I the only one who cares about the game?
I say that tongue in cheek but here's why that is important.
If the game is a clunker, we will hear the clicks of remotes changing channels- over a large section of North America. Once that process begins, ad creativity matters only to us marketers and the few with the game turned on to see the ads. So much for sales impact.
Results still rest in the hands of the customers, not the advertising creatives.
Andrea, I know you know this better than most and this is a great post. I just wanted to throw out a contrary idea. But do keep us informed: don't let my contrariness spoil the fun.
Posted by: Lewis Green | 01.03.07
Of course, we marketers are all atwitter about Superbowl ads, Lewis, but I think there is more to this superproposal idea than meets the eye. It already has the human element, and the story-telling factor that so many brands are trying to create for themselves. It got written up in Ad Age this week, and they are doing a poll on whether or not people think someone should sponsor it - results in Monday's issue. It will be a case study to watch, if nothing else. (I welcome contrariness - keeps me on my toes)
Posted by: Andrea Learned | 01.03.07
After seeing the Fiesta Bowl news focus around the engagement at the end of the game, I think that using an ad for this will make it more resilient than the average Superbowl ad, no matter how the game goes. Although I agree with Lewis that we care more about the ads than any other American, there is a good sized chunk of conversation the day after concerning ads, and something unique like this would help it rise to the top of those discussions.
If anything, this is a great opportunity for a company with a slot in the 2nd half and a ho-hum commercial to shine the day after.
I think the better question here is: can it be done well in time?
Posted by: Jessica Boucher | 01.04.07
Quality of the ad is definitely key, Jessica - and they don't have much time. The one thing they may have in their favor (anyone who sponsors the ad time, I mean) is that a real-time documentary look is completely acceptable. The blogosphere has really started a lot of buzz on this superproposal - and, Joe Morin just posted a great update on the radio, print and tv coverage. Quite impressive!
Posted by: Andrea Learned | 01.06.07
"J.P." was interviewed on Entertainment Tonight last night, so it seems likely that he found an advertising sponsor. And, I've added a page on my site about the Super Bowl Proposal case study as of today, too. www.learnedonwomen.com/superproposal.asp
Posted by: Andrea Learned | 01.26.07