powerpoint presentation: 2011 sdsu ad club meeting

SUPERBOWL XLV

VS.

BRANDBOWL XLV

did you watch the Superbowl XLV?

Things you should know:

it costs between$2.5 and $3 million for a 30-second spot

Packers defeated the Steelers 31-2575% of those viewers

consider commercials as part of the entertainment

Super Bowl XLV also set a new mark for total viewership of any program in U.S. history (persons age 2-plus viewing all or part of the game), with a reported 162.9 million people watching. Comparably, that was 9.5 million more than the record set one year earlier (153.4 million). 

What makes a ‘good’ ad?

Mullen Advertising CEO Joe Grimaldi talks about trends in this year's Super Bowl

Be relevant

Be clear, concise and communicate your message

Be motivating

Be unexpected- break-through the ‘clutter’ and be memorable

Be EXTRAORDINARY

What makes a ‘good’ ad?

agree or disagree? thoughts?

if you didn’t see them, here’s your chance.

voting begins.

BEST WORST

how do you match up?According to USA today out of 61 commercials, the 10 we just viewed are the top & bottom 5.

lessons learned from ‘big game’ advertising

1. Encourage others to develop your messaging

[user-generated content enables consumers to engage with your brand while building brand loyalty- this is a tactic Doritos has used for the past 2 years, gaining them some of the most popular ad spots]

2. Maximize visibility and branding- be clear, use logos, simplicity is best

[one of the ultimate goals is to build awareness and visibility, do it!]

3. Develop strategic partnerships & cross-promotions

[‘open happiness’ partnership with The Simpsons and Chevy’s with Glee- give fans of pop culture another reason tolike your brand/product/service]

4. Generate buzz with social media

[4.5 million tweets during the course of the superbowl #likewhoa]

5. Giving to get

[Denny’s free grandslam day- 2009/2010- buzzworthy/generated revenue/heightened awareness

Super SOCIAL media bowlFor ad investments of $3 million per 30 sec. sport, marketers are working feverishly to maximize buzz via social media

BUD LIGHT has over 1 million Facebook fans and offered 15-sec. teaser ads to friends with potential for other suprises

AUDI’s luxury ad included a Hashtag so viewers can follow conversations on Twitter [less than 100 participated, :-/ ]

Kim Kardashian blogged & Tweeted months prior to her Sketchers spot- using ‘teasers’ with raw film to build buzz

ETRADE’s ‘baby’ ads and ‘censored; out-takes generated over a million views in 2010

Alterian’s “Buzz Bowl” reviewed over 250,000 social media conversations as the game ran

5 Advertisers got over 40% of the online Buzz

Volkswagen, Pepsi, Doritos, Motorola, and GroupOn

GroupOn got 2:1 negative responses to their ads

Volkswagen got the most favorable response to an ad

70-80% of the comments were neutral

Super SOCIAL media bowl

discussion/commentsfeel free to show us any other ads not mentioned