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The Big Game

Super Bowl Ads See Celebs, Car Brands Take Center Stage

Posted by Dale Buss on January 28, 2014 05:43 PM

No industry has come to define Super Bowl advertising quite like the car business. Automakers, after all, are among the biggest US advertisers and marketers by dollar volume. According to Kantar Media, the auto sector will be the biggest advertiser at the Super Bowl for the third straight year.

“It’s the right place,” Jon Swallen, Kantar Media’s research chief, told Bloomberg. “The Super Bowl attracts a broader audience than core sports fans who are male, skews higher income and is a perfect audience for auto brands.”

While some automakers such as BMW are saving their marketing dollars for the Sochi Olympics and other platforms, at least eight auto brands are planning to use Super Bowl commercials this Sunday as a platform to help achieve their greater goals for 2014—and beyond.

Hyundai and Chrysler, according to Kantar research cited by USA Today, made the top five biggest spenders in the past five Super Bowls, along with Bud Lite and Budweiser parent Anheuser Busch InBev, PepsiCo and Coca-Cola.

This year, 30-second Big Game spot on NBC costs $4 million, according to Adweek, while it has become standard practice to run pre-Game teasers (trailers, in a sense, of the Game Day spot), and viral videos promoted across YouTube, Twitter and Facebook with hashtags. One question is how much the pre-Game sneak peeks and reveals steals the thunder and surprise from in-game ads. A bigger question, for marketers' bosses, is whether watercooler buzz leads to sales.

Here's a snapshot of what auto brands are planning for Super Bowl XLVII, much of which has been revealed already by teasers and even full commercials and related cross-platform, digital and social campaigns. Watch below, and let us know your favorite so far in the comments below.Continue reading...

sip on this

Funny or Try: Pepsi NEXT Brings Internet Taste Test to Facebook

Posted by Sheila Shayon on April 4, 2012 02:01 PM

PepsiCo is taking humorous branded entertainment very seriously. Witness the digital campaign to promote its now-rolling-out Pepsi NEXT beverage: "Drink It to Believe It," offering the first-ever "Internet Taste Test" on Facebook.

Combining humor and a virtual sensory experience, the campaign kicks-off with comedian Rob Riggle in a ‘how-to’ video, above, about the test while watching his online persona "trying" Pepsi NEXT. Other video impressions of digerati "taking their first sip" of the new cola with 60% less sugar include social marketing maven Gary Vaynerchuk and Internet meme, Scumbag Steve.

The Internet Taste Test Facebook app invites fans to opt in for the chance to watch themselves "taste" new Pepsi NEXT as a dozen Funny or Die improv comics perform their impressions using information from social profiles, like "likes" and “experiences.”Continue reading...

branded entertainment

HP ePrint Live Premieres on YouTube with Live Improv Event

Posted by Barry Silverstein on January 18, 2011 04:00 PM

Social media has pretty much reinvented everything, including the way brand advertisers approach digital marketing. So it's no surprise that marketers are employing a promotional technique commonly used in the past, but updated for the digital world.

Live product demos (and live television shows, for that matter) dominated the three television networks in TV's heyday, the 1950s and 1960s, as Stuart Elliott points out in today's New York Times. It wasn't unusual to see personalities like John Cameron Swayze demonstrate a Timex watch being mercilessly tortured in a live television commercial that ended with the famous line, "It takes a licking and keeps on ticking."

Fast forward to 2011 and watch Hewlett-Packard reinvent the idea. Marking its first foray into branded entertainment, the tech brand will stage a live product demo on YouTube, Facebook and mobile this Friday — instead of TV. And while it won't be torturing one of its Web-connected printers, HP hopes the blend of live + crowdsourced + comedy will engage viewers with its new technology.Continue reading...

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