Comments on: Superbowl Proposal: A Marketing Case Study

By: Andrea Learned

Andrea Learned — Fri, 26 Jan 2007 13:37:02 +0000

“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. http://www.learnedonwomen.com/superproposal.asp

By: Andrea Learned

Andrea Learned — Sat, 06 Jan 2007 14:52:14 +0000

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!

By: Jessica Boucher

Jessica Boucher — Thu, 04 Jan 2007 13:36:33 +0000

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?

By: Andrea Learned

Andrea Learned — Wed, 03 Jan 2007 19:58:06 +0000

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)

By: Lewis Green

Lewis Green — Wed, 03 Jan 2007 13:20:35 +0000

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.