SUPERBOWL ADVERTISING- A Case Study in Buzz Marketing

SUPERBOWL ADVERTISINGA 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.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.

SUPERBOWLAnnual championship game of the National Football League (NFL).Created as a part of a merger between NFL and AFL.Considered by some ade factoAmericannational holiday- Super Bowl SundayIt is the second-largest day for U.S. food consumption, afterThanksgiving Day.Frequently beenthe most watched American television broadcastof 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.

SUPERBOWL GAME

SUPERBOWL HALFTIME SHOW

HISTORY OF SUPERBOWL ADVERTISINGFirst 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.

TRANSITION PHASE IN SUPERBOWL ADVERTISING

1967- 22 million viewers2012- 111 million viewersERA I (1967-1978) ADS THAT SOLD PRODUCTS

ERA II (1979-1988)- ADS THAT ENTERTAINED

ERA II (1979-1988)- ADS THAT ENTERTAINED

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

ERA IV (2009- PRESENT)- ADS THAT BECAME THE PRODUCT

ERA IV (2009- PRESENT)- ADS THAT BECAME THE PRODUCT

SUPERBOWL COMMERCIALS- A MARKETERS DREAMMost watched television program in history.Incredible media attention and synergy.Many viewers watch Superbowl only due to the commercialsThe ads themselves often receive additional airplay from televisionmorning shows andnewscastsafter the game, and can also becomeviral videos.Increased competition among top brands to showcase their ads during Superbowl.High recall valueAVERAGE COST OF A 30-SECOND ADVERTISEMENT AT SUPERBOWL 2013

$4 MILLIONEFFECT OF SUPERBOWL COMMERCIALS ON VIEWERS

SOME NOTABLE SUPERBOWL COMMERCIALS OF ALL TIMEAPPLE MACINTOSH 1984

VOLKSWAGEN- THE FORCE

COCA COLA- HEY KID CATCH

BUDWEISER- RESPECT(2002)

RAM TRUCKS- FARMER

SOME FAILED COMMERCIALS

APPLE- LEMMINGS

BURGER KING- SPOT HERB

BUDWEISER-BUD LIGHT

SOME SUPERBOWL FACTS & FIGURES

RISING COSTS OF SUPERBOWL ADS

MOST COMMERCIALS BY BRANDSRankProductNo. of Commercials1Budweiser232Pepsi153Bud Light134Universal Pictures115Doritos106Paramount Pictures77Pizza Hut58Audi49Coca Cola410FedEx4

WAYS TO FOSTER SALES USING SUPERBOWL COMMERCIALSTop dollar for high exposure Funny always gets attention Example: GoDaddy.comAnimals are a universal language- Example: BudweiserSituations should be relatable- Example: Coca ColaEmotional responses are key.- Example Ram Trucks