Welcome to a Super Bowl themed #SundayMusings w/ Shore Branding, the top branding and digital marketing stories from the past week, all of which revolve around today’s Super Bowl here in the US.
#1 – “NFL Digital Media Offers Fans the Most Comprehensive Coverage of Super Bowl XLVIII” – via NFLCommunications.com
Premise: The NFL announced their digital plans for Super Bowl XLVIII and it includes the use of NFL.com, SuperBowl.com, a lot of mobile content, and a number of other features – many of which are largely seen or portrayed as being ‘fan-friendly’.
Thoughts: The NFL has slowly but surely transitioned to digital elements over the past handful of years and this year seems to be a heavy turning point towards mobile. The league’s (very different) partnerships with Verizon and Fox are bringing a whole new viewing experience for the game, as well as providing a ton of content for fans to obsess over leading up to today’s game.
I’m not sure if they have done this in the past, largely because I didn’t have a vested interest in the game like I do this year, but I thought it was a great idea to allow fans to download the official game program to your tablets. ($1.99 on Google Play)
#2 – “Super Bowl Branding Lessons” – via BrandingStrategyInsider.com
Premise: The author takes an interesting approach on the importance / relevance of advertising during the Super Bowl. While the ‘reach’ is certainly massive for those advertising during the game, can you really tell how effective / impactful your ad is or was? Perhaps more than anything else, advertising during the Super Bowl provides you with “bragging rights” – the fact that you made it and can afford to pay for the ad to be aired during the game.
Thoughts: After thinking the ad was going in the direction of bashing brands that pay for their ad time, this article took a very interesting turn into a very different direction. The perception of a brand that advertises during the Super Bowl is likely to change among those smaller brands that are advertising for the first or second time. I also agree with the author’s comment that the bigger brands that have been using the Super Bowl for years are essentially expected to continue to do so. I really liked the author’s analogy of the Super Bowl being the “private jet of advertising, when everyone else is flying coach”. Well said.
Premise: Earlier in the week AdAge provided a few early looks at the forthcoming Super Bowl ads and those featured in this write-up include Kia, Toyota, and Jaguar.
Thoughts: I used to really like “The Matrix” movies, so it was good to see Laurence Fishburne revive his Morpheus character. I also enjoyed “The Muppets” ad with Terry Crews for Toyota … which is apparently a lead into their ad that will air during tonight’s game.
What is your take on airing your Super Bowl commercial before the game? I asked this on Twitter as well. I like the element of surprise during the game vs. seeing them a week prior.
#4 – “Meet the Unofficial Super Bowl Advertisers That are Packing a Punch Without Paying Up” via BrandChannel.com
Premise: Don’t feel like spending the ~$4 million for a 30 second ad during the big game? Either do these brands, who have jumped into the advertising fray with spots that will air during the pre- and post-game. While PepsiCo will air ads during the game for its Pepsi and Doritos brands, their pre-game marketing spend will go towards Mountain Dew.
Thoughts: There is always a way around the system, right? While the buy rates are certainly higher than normal for the respective timeslot, there are millions of reasons (read: viewers) to consider airing during the pre- and post-game. I liked the new LifeLock ad that was included in the author’s write-up. However, the winner of the week goes to …
#5 – “Anna Kendrick: Behind the Scenes of the Mega Huge Game Day Ad”
Thoughts: Newcastle Brown Ale strikes again! An absolutely hysterical “behind the scenes” ad with one of the more popular actresses around these days, Anna Kendrick. The beeping over her saying “Super Bowl” (and a few other choice words) was fantastic.
What ad have you enjoyed thus far going into tonight’s game?
Tweet of the Week:
In order for Skittles to do a “Seattle Mix,” told they had to do a deal with the Seahawks pic.twitter.com/d5N5lYwxem
— darren rovell (@darrenrovell) January 28, 2014
Skittles and Marshawn Lynch (Seahawks Running Back) finally aligned on a sponsorship deal this past week. For the past couple of seasons, Skittles has gotten a good amount of free PR from the RB, given his propensity to eat the candy during games. With the Seahawks now in the Super Bowl, it was an easy connection to see coming from a mile away. Now, if I can only get my hands on one of these blue and green bags of Skittles …
That’s it for this week’s #SundayMusings. Look for our Super Bowl Ad Review to be put up towards the middle of this coming week. (Here is a link to last year’s review.) Now, go enjoy the Super Bowl! #GoHawks
One last YouTube clip from this past week that I thought was well done by ESPN: