By Dave Marinaccio, Chief Creative Officer, and Ellie West, Social Media Program Supervisor at LMO Advertising

Over 224 million eyeballs will watch the Super Bowl this Sunday. But the real game is already afoot. Advertisers have infested the Internet with teasers by the score. Many of the commercials have already debuted on websites and morning shows.

A Super Bowl commercial is no longer simply a one-time awareness vehicle. It is an asset to be leveraged. This year, that asset will cost $4.5 million for thirty seconds of time. When done correctly, it can be used as the centerpiece for a month or more of marketing.

Carl’s Jr. has broken into the early lead with its “Au Naturel” spot featuring a virtually nude super model munching on its new steroid free hamburger – see Carl’s Jr. photo at beginning of this post. The spot has racked up over five million YouTube views as of this writing. And that’s for a commercial that will only run regionally.

BMW is getting very good mileage out of the early release of its BMW i3 spot featuring Bryant Gumbel and Katie Couric. Budweiser, who probably plays the Super Bowl card better than anyone, has built anticipation for the sequel to last year’s very popular “Puppy Love” spot. Doritos will run a consumer-generated spot again this year. The brand’s “Crash The Super Bowl Contest”, where customers can both submit and vote for spots, has become a very successful relationship-marketing tool for the chip maker.

More advertisers will release spots as the week moves along. All will be trying to direct viewers to their social media sites. That’s where the real pay off exists.

Ideally, advertisers will be communicating to Super Bowl viewers with one eye on the TV and the other on their mobile device. Customized hashtags allow this audience to connect with each other and share instantaneous reactions to the commercials as they appear. Savvy marketers will take advantage of interconnectedness by running promoted tweets during their own spots to reinforce the message and provide additional content.

Post Super Bowl, there are an array of tools advertisers can use to reinforce their game-day messaging. But that is a subject for next week.



One Response

  1. Jean Pierre

    This article makes a great point – for advertisers, the Super Bowl is every bit as big as it’s hyped up to be. Brands that are willing to pay millions for a 30-second tv spot – that most consumers will forget about minutes after viewing it – need to make sure their gameday ads fuel cheaper marketing throughout the year, and hope that Facebook likes and Twitter retweets turn into revenue down the road.


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