Thursday, January 25, 2007

Ramping up for the Super Bowl

The Super Bowl is coming. It's in Miami. It's a big event ... for advertisers. And, well, while the costs are high - to the tune of $2.6M for 30 seconds - the build up and after-game buzz can help make or break an ad.

Granted, this is no longer the age of the dotcom ad buy, where every crappy company bought an ad with no real thought to name recognition or creativity. Besides GoDaddy, those days are over. Ha, I partially kid.

But, think about it. The value of the press can help get a brand name in the popular lexicon, help reach consumers - all because a good number of people watch the Super Bowl more for the advertisements than the game itself. Well, let's be honest, the game usually sucks.

The largest purchaser of ads turns out to be Anheuser-Busch, who bought 10 ads this year (or one of the largest - it's not clear, but they do like their Super Bowl ads). And, in a way to work the social network, they have posted snippets of the ads already online - on YouTube, so you can see some of the ads that are going to be out there this year.

This is my favorite - that and the ax murderer, but that's because I am a horror film fan.

This is a creative way to get the word out about the ads, and to build pre-game buzz about which commercial is your favorite. And, it's working with social media (or whatever term you want to use) by reaching out to bloggers to let them know about the clips. They get that - and I know they get that, because I know the smart peeps that reached out to me (Tom Biro, Chris Thilk).

A company that does not get it, but somehow got it, is my least favorite company (because they don't support local ad or PR firms): GoDaddy. Once again, they are probably going for the T&A ad - well, it sounds like that - but this time, they are also bringing in some of the bigger names in vidcasting, like Diggnation and Cali from What the final commercial is going to be like is anyone's guess, but the article makes it seem interesting enough that I will check out their ads.

Yes, the Super Bowl is a big day for advertising, but the reality is that it's a bigger day for PR. PR runs with the ball (ha! football pun!) and gets the clips out there, works with the vertical trades prior to the game, and works with the mainstream press after the game. The PR component is huge, and the opportunities are huge.

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