Friday, February 5, 2010

Marketers Prep for Super Bowl XLIV

The Friday before THE BIG GAME always brings bloggers out in force. Just as in the game itself, there are two opposing forces. One is the group who care about the football game; the other is the group who care about the ads. I count myself a member of the latter!

So here’s an update to what I wrote earlier about Super Bowl ads and Pepsi substituting a social media program. Coke has 3 ads; I thought one of them was going to be pushing their Expedition 206 program. Apparently not; it appears they are trying to get more fans on their Facebook page—as if they need them. There is apparently going to be a Living Positively theme to the ads and the charitable tie-in. Read about Coke's social media program (including the video about how Coke’s top-ranking page came about) on another recent post.

Animals seem to be big again this year. What’s even more interesting is the number of teaser ads that have been released (see some of them here)—that’s part of the traditional practice of building buzz before the game itself. Ads themselves will certainly be posted on YouTube and other sites during and after the game.

Read all about it in Ad Age’s special section. The one that interested me most was the article about marketers moving to ‘platforms’ and Garrick Schmitt describes some interesting ones. I prefer the explanation that Harry Gold of Overdrive Interactive gave in my class last night. It’s all the channels marketers are using to reach out to audiences—and more. Your blog has to integrate with your Facebook which has to interact with your Twitter—and on and on. These interconnected channels are the ways marketers “broadcast” these days; they are just on the web, not on the tube. Except maybe on Super Bowl day!

Not a football fan? I’m sure you’ll find counter programming. Ad Age had an article about the Puppy Bowl on Animal Planet. I checked some of the other usual suspects and didn’t find anything interesting—perhaps they don’t have a schedule that’s as easily searchable as Animal Planet’s! Note that the Subaru ad for the Puppy Bowl also has a charitable tie in. That’s social media in action also!

In other words, it’s a BIG DAY—for football, and also for social media. Enjoy!

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