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mobile advertising

Tag, You're It! Shazam is Super Bowl XLVI Mobile MVP

Posted by Sheila Shayon on February 7, 2012 12:37 PM

Mobile was the big winner in the Super Bowl this year, as marketers and consumers seized the second-screen experience.

“Caring about eyeballs was your grandfather’s ad agency,” commented Dan Israel, Atlanta-based strategy lead for the mobile practice at SapientNitro, to Mobile Marketer.  “What matters today is how many people with smartphones can be gathered in one location at one time. The Super Bowl rules in this category.” 

This Super Bowl was a huge coming out party for Shazam, the mobile app that enables audio tagging to link to content and offers, which partnered with almost half of Super Bowl 46 advertisers, representing 1 million giveaways, this year.

Shazam linked to commercials by Acura, Best Buy (which offered $50 gift cards), Cars.com (which donated $1.00 per Shazam tag to charity), Bud Light, Disney (John Carter trailer), Fed Ex, GE, Honda, Pepsi, Teleflora, and Toyota to unlock exclusive content and coupons. Some of the offers:Continue reading...

ad watch

Super Bowl XLVI Ad Watch: The Good, the Bad and the Creepy

Posted by Dale Buss on February 6, 2012 05:08 PM

As the world's biggest stage for marketers, we'd have to give Super Bowl XLVI, generously, a B-minus. While the game was compellingly competitive right until the last play, and Madonna acquitted herself pretty well for a 53-year-old halftime-show attraction, America's brand marketers barely held up their end of the extravaganza.

For one thing, there was no genuine stand-up-and-cheer advertising moment during NBC's telecast as there was last year, in Chrysler's spot featuring Eminem and its new Chrysler 200 "Imported from Detroit," although Clint Eastwood was a worthy successor.

In fact, stand-out moments in the ads were almost non-existent; the humor that carried most of the ads didn't come close to an outbreak of hilarity; and a few spots manifested jump-the-shark syndrome, such as an NBC promo that cameoed Betty White.Continue reading...

celebrity brandmatch

Super Bowl Watch: Madonna is a Gridiron Maiden in New Video

Posted by Shirley Brady on February 3, 2012 12:04 PM

Ahead of her debut as the Super Bowl half-time performer on Sunday, Madonna has released her new single, Give Me All Your Luvin', which features back-up vocals by pop stars Nicki Minaj and M.I.A. and football players galore.

celebrity brandcasting

Bridgestone Promotes Madonna Half-Time Show at the Super Bowl

Posted by Shirley Brady on February 2, 2012 09:07 PM

The 53-year-old Madonna promoted her Bridgesteon-sponsored half-time show at Sunday's Super Bowl with a press conference today in which she promised to salsa like the New York Giants' Victor Cruz. 

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Super Bowl Ad Tracker: Kia, Bridgestone and FirstBank's Bathroom Break

Posted by Dale Buss on January 25, 2012 06:02 PM

Overall, Kia has taken a back seat to sibling brand Hyundai in the U.S. market, but last year it earned some Super Bowl chops with its spot featuring animatronic stuffed animals. But it's hard to tell so far what Kia will be giving Big Game viewers this year, even with the brand teasing its upcoming spot featuring a motley crew that includes Motley Crue, mixed-martial-arts champion Chuck Liddell and champion bull rider Judd Leffer.

At least Kia executives have the sense to start the teaser, above, with a glimpse of Victoria's Secret model Adriana Lima.

Bridgestone has been nudging bits of its Super Bowl schtick out into public view, a combination of deadpan geek humor and breathless jock schlock.

The latest features pretend Bridgestone engineers and scientists and real-life jocks and ex-athletes including Tim Duncan of the San Antonio Spurs, fellow NBA-er Steve Nash and long-retired Dallas Cowboys quarterback and tier-one Fox Sports commentator Troy Aikman.Continue reading...

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Super Bowl Ad Watch: Sneak Peeks from CareerBuilder, Skechers & more

Posted by Dale Buss on January 24, 2012 06:22 PM

The rules of Super Bowl advertising have changed — it's no longer about the surprise of debuting your spot during the Big Game, but about seeding buzz through viral sneak peeks (or the entire spot) on YouTube, Facebook and Twitter.

Brands are eager for a "halo effect," adding to a record tide of early "reveals" of Super Bowl ads and related content. So with that in mind, here is the latest crop of sneak peeks at the commercials you'll see on Super Bowl Sunday, starting with CareerBuilder's crazy office chimpanzees at top.

Skechers also released a teaser for its Super Bowl XLVI spot, which will air just before the two-minute warning at the end of the first half and spoofs its underdog status with a dog — a sneaker-wearing French bulldog, to be exact.Continue reading...

sports in the spotlight

Facebook Dominates Super Bowl XLVI Marketing as Ads Sell Out

Posted by Dale Buss on January 5, 2012 10:01 AM

The NFL is the most sizzling property in TV advertising these days, and at the moment there seems to be no ceiling on fan and brand interest in riding the momentum. It's already clear that Super Bowl XLVI on February 5 in Indianapolis, to be broadcast by NBC, will go down as the single most lucrative advertising event in television history.

The Comcast-owned broadcast network has sold out of its commercial spot inventory for the Big Game, reportedly at a cost of up to $4 million for each precious 30 second unit of screen time, which is up from about $3 million a year on Fox last year — and about 60 percent since 2001. 

But a month before the Super Bowl, there's still speculation about other aspects of marketing in and around the extravaganza.Continue reading...

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VIDEO: Bridgestone Kicks Off Super Bowl Campaign at Today's NHL Winter Classic

Posted by Shirley Brady on January 2, 2012 10:07 AM

Bridgestone's 2011 Super Bowl commercial (remember the beaver?) was one of the most-watched car ads of the year. Now it's kicking off its 2012 Super Bowl campaign (where it's sponsoring the half-time show again) by launching it with a teaser spot to hockey fans during the Bridgestone Winter Classic on NBC at 3pm ET today.

The campaign, called "Time to Perform," kicks off with a commercial (above) featuring a mock press conference and sports reporters such as Dick Vitale, ESPN's longtime college basketball analyst. The teaser's concept: "The engineers at Bridgestone are about to make a very important announcement: they're going to take their vast knowledge of performance on the road and bring it to the playing fields of the world; a bold move that promises to revolutionize sports as we know it." The bold move — recycling tires into balls (and, in a nod to the brand's NHL sponsorship deal, hockey pucks).Continue reading...

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