While much of the hype related to Super Bowl commercials is directed to national ads, many regional advertisers were making a splash in a more targeted, lower-cost way – advertising on local stations carrying the game.
According to The Baltimore Sun, M&T Bank used the Super Bowl to launch a new marketing campaign, “Understanding What’s Important,” in Baltimore. The series of TV spots feature bank customers’ unscripted accounts of what matters in their lives, including the owner of a manufacturing business who makes an emotional tribute to a disabled worker.
And, Eat24, a restaurant delivery website based in Silicon Valley, also targeted Baltimore, plus four other cities, with its “Hangry” TV ad. The spot stars rapper Snoop Dogg narrating as comedian Gilbert Gottfried yelling at a jar of pickles and mistakes a goldfish for sushi before Eat24 comes to the rescue.
“The Super Bowl is the biggest stage for TV advertising,” said Amir Eisenstein, Eat24’s chief marketing officer. “We’re in a place that we can do it, and we decided to go for it. It was always a dream from the beginning to make it to the Super Bowl, and we finally made it.”
(According to another media report, the American Petroleum Institute, the trade association for the oil and natural gas industry, spent $100,000 for a 30-second spot during halftime on WRC, the local NBC affiliate in D.C.)