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SUPERBOWL ADVERTISING A Case Study in Buzz Marketing

SUPERBOWL ADVERTISING A Case Study in Buzz Marketing. WHAT IS BUZZ MARKETING?. A viral marketing technique Attempts to make each encounter with the consumer unique. Spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser.

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SUPERBOWL ADVERTISING A Case Study in Buzz Marketing

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  1. SUPERBOWL ADVERTISINGA Case Study in Buzz Marketing

  2. WHAT IS BUZZ MARKETING? • A viral marketing technique • Attempts to make each encounter with the consumer unique. • Spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser. • Creates anxiousness and excitement about the product in a positive manner which can lead to trials and generate purchases of the product. • Usually involves word of mouth marketing strategy. • Research proves that this form of marketing is 10 times more efficient in initiating action than other communications.

  3. SUPERBOWL • Annual championship game of the National Football League (NFL). • Created as a part of a merger between NFL and AFL. • Considered by some a de facto American national holiday- “Super Bowl Sunday” • It is the second-largest day for U.S. food consumption, after Thanksgiving Day. • Frequently been the most watched American television broadcast of the year; the four most-watched broadcasts in U.S. television history are Super Bowls. •  In 2011, Super Bowl XLV became the most-watched American television program in history with an average audience of 111 million viewers.

  4. SUPERBOWL GAME

  5. SUPERBOWL HALFTIME SHOW

  6. First Superbowl ad- Master Lock in 1973. • Immense popularity of the ad influenced the company to produce ads for the games throughout 70s and 80s. • 1977- Xerox aired a super bowl ad entitled “Monks”. • THE TURNAROUND- Coca Cola created “Hey Kid, Catch !” featuring Pittsburgh Steelers “Mean Joe” Greene. • SUPERBOWL XVIII- Apple Computers Macintosh ad “1984”. • Presence of giants like Coca Cola & Apple induced other brands to reap the benefits of Superbowl Advertising. • Since 1997, brands have been fighting to get space in Superbowl commercials. HISTORY OF SUPERBOWL ADVERTISING

  7. TRANSITION PHASE IN SUPERBOWL ADVERTISING 2012- 111 million viewers 1967- 22 million viewers

  8. ERA I (1967-1978) – ADS THAT SOLD PRODUCTS

  9. ERA II (1979-1988)- ADS THAT ENTERTAINED

  10. ERA II (1979-1988)- ADS THAT ENTERTAINED

  11. ERA III (1989-2008)- ADS THAT BECAME SOCIAL

  12. ERA IV (2009- PRESENT)- ADS THAT BECAME “THE PRODUCT”

  13. ERA IV (2009- PRESENT)- ADS THAT BECAME “THE PRODUCT”

  14. SUPERBOWL COMMERCIALS- A MARKETER’S DREAM • Most watched television program in history. • Incredible media attention and synergy. • Many viewers watch Superbowl only due to the commercials • The ads themselves often receive additional airplay from television morning showsand newscasts after the game, and can also become viral videos. • Increased competition among top brands to showcase their ads during Superbowl. • High recall value AVERAGE COST OF A 30-SECOND ADVERTISEMENT AT SUPERBOWL 2013 $4 MILLION

  15. EFFECT OF SUPERBOWL COMMERCIALS ON VIEWERS

  16. SOME NOTABLE SUPERBOWL COMMERCIALS OF ALL TIME

  17. APPLE MACINTOSH – “1984”

  18. VOLKSWAGEN- THE FORCE

  19. COCA COLA- “HEY KID CATCH”

  20. BUDWEISER- RESPECT(2002)

  21. RAM TRUCKS- FARMER

  22. SOME FAILED COMMERCIALS

  23. APPLE- “LEMMINGS”

  24. BURGER KING- “SPOT HERB”

  25. BUDWEISER-“BUD LIGHT”

  26. SOME SUPERBOWL FACTS & FIGURES

  27. RISING COSTS OF SUPERBOWL ADS

  28. MOST COMMERCIALS BY BRANDS

  29. WAYS TO FOSTER SALES USING SUPERBOWL COMMERCIALS • Top dollar for high exposure • Funny always gets attention – Example: GoDaddy.com • Animals are a universal language- Example: Budweiser • Situations should be relatable- Example: Coca Cola • Emotional responses are key.- Example – Ram Trucks

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