You, in a Super Bowl Ad

January 30, 2013 § Leave a comment

TVadAt 100 million-plus viewers, the Super Bowl easily boasts the biggest TV audience of the year. Which is why national 30-second ads in Super Bowl XLVII are reportedly averaging around $3.7 million.

To help make the most of their investments, many advertisers have been building anticipation and audience through social media campaigns.

Social media marketing focuses on drawing potential customers into interactive relationships. The Super Bowl this year has presented loads of opportunities for “real people” to take part in ad campaigns – yes, you could be in a Super Bowl ad.

A scan of the Internet reveals some of the places where you can watch for your Aunt Edna or next door neighbor Bob to show up:

• Doritos is holding its seventh “Crash the Super Bowl” contest, in which the top two amateur-submitted ads (one chosen by public votes online, the other by Doritos) run during the game. The higher rated winner will get to work with director Michael Bay on the next “Transformers” movie.

• Coca-Cola’s polar bears have been replaced by showgirls, cowboys and badlanders. During the football game, viewers will be able to play a social media game in which they can pick their favorite group and sabotage the others. Sharing it with other consumers will allow players to unlock more content, such as coupons for free product. A cross-promotion with Domino’s has their delivery drivers showing up in the game, too. Teaser commercials have already been running, and a first-quarter ad is expected to set the scene. A spot after the fourth quarter will reveal the results.

• Jimmy Fallon was enlisted by Lincoln to solicit consumers’ road trip stories via Twitter. The company chose five to incorporate into their commercial, which will be Lincoln’s first in the Super Bowl.

• Pepsi drinkers were invited to submit photos of themselves to be used in the brand-sponsored halftime show, and 50 of their names were drawn to be on the sidelines at halftime. Photos are expected to be featured in a first-half commercial as well.

• Pizza Hut’s commercial will feature customer-submitted video clips in which the fans are yelling “Hut Hut Hut”. Also, if a quarterback says “hut” during the game, Pizza Hut indicates it will give away samples of a new product the following Tuesday.

• One of the most “out there” promotions is by Axe, the line of men’s hygiene products. The brand known for extreme ads is sending regular people into space. Yep, space. Until Feb. 3, would-be astronauts can apply for 22 open spots on a private spaceship. The brand’s Super Bowl ad is expected to kick off a contest for a 23rd spot.

Of course, Super Bowl commercials are also about marketing through entertainment. You can expect to see some old favorites like E-Trade’s talking baby and Budweiser’s Clydesdales. You’ll be able to preview anticipated blockbuster movies like “Star Trek into Darkness” and “Oz: The Great and Powerful.”

And high-profile folks will get their share of the advertising focus. Some of those you can expect to see are Amy Poehler for Best Buy, Danica Patrick for godaddy.com, Usher and Kate Upton for Mercedes-Benz, Dwayne “the Rock” Johnson for the Milk Processor Education Program (the “got milk” people) and Tracy Morgan for Mio.

Let us know what you think about the game-day ads as they run!  Join Quest on Facebook for our Get Your Game Face On party and commentary this Sunday at 5 pm.

 

Get Organized, Save Money on Marketing

January 8, 2013 § Leave a comment

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Just in time for that post-holiday-chaos yen for order, it’s National Get Organized Month.  Each new year, surveys of the most common resolutions include losing weight, saving money and getting organized. 

The first is up to you, but we can help with the others.  In fact, being organized often results in saving a few bucks, so already you’ve become more efficient by taking care of two resolutions at once. 

Here are a few tips to organize your approach to marketing and working with an agency:

  1. When developing something new, find samples of what you like that can offer a direction – fonts, colors, logos, layouts.  Clients who say, “I’m not sure what I want, but I’ll know it when I see it,” can end up paying for countless hours of design time as their marketing firms try to read their minds.

  2. When sending material for a project, provide all your information or changes at one time instead of piecemealing it.  Designers and writers can work more efficiently when they don’t have to hunt for different e-mails and open multiple files. 

  3. Consolidate input.  If more than one person at your company is to review a draft or design, assign a point person to consolidate responses into a single communication to the agency, again saving time.  This also gives the point person an opportunity to resolve any conflicting suggestions.

  4. Use your artwork in several different applications.  Adapting one design for, say, a poster, a web ad, an e-blast and a billboard takes less time and therefore less money than starting the creative process from scratch each time.  Of course, it also strengthens branding and message penetration.  Talk over the various uses before design begins, so they can be considered in the process – a tall, narrow poster design featuring a giraffe may be a time consuming challenge to adapt later for a horizontal billboard.

  5. Plan ahead.  Last-minute projects and quick turnaround times incur rush fees, and more time allows for more creativity.  Give the agency plenty of time to work, and have all the information you’ll need to provide (photos, copy, contact information, etc.) ready in a timely fashion.

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