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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. 

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...

brand news

In the News: Zynga, BlackBerry, Kindle & more

Posted by Dale Buss on December 16, 2011 08:55 AM

In the News

Zynga prices IPO at $10/share (which CEO Mark Pincus played early). Its $7 billion valuation could lift all social gaming.

BlackBerry crisis mounts as troubled RIM co-CEOs announce they're deferring smartphone relaunch until late 2012.

Amazon reports selling more than 1 million Kindles a week.

Apple struggles to take a bigger bite of China.

Covidien to spin off pharmaceutical unit.

Dell abandons netbooks.

eBay counters Amazon's shopper incentive.Continue reading...

suiting up

Madonna, Cirque du Soleil, Century 21, and Go Daddy Sign Up for Super Bowl XLVI

Posted by Dale Buss on December 5, 2011 07:01 PM

It's that time of year again for brand marketers. Yes, there's Christmas and Hanukkah shopping, but getting a share of that is all up to the promotional and merchandising folks at this point. With the winter holidays in full view, the thoughts of brand marketers have been turning to February, and to the Super Bowl.

Super Bowl XLVI in Indianapolis has announced that Madonna will bring her act to the stage to key the Bridgestone halftime show of the NBC telecast, along with a contingent of circus performers from Cirque de Soleil. And now, more and more brands are owning up to the fact that they've bought spots during the game for an estimated $3 million per 30 seconds in order to reach the projected audience of 111 million Americans who will be tuning in.

Automakers including Audi, Lexus and Toyota already have promised to show up during the February 5 game. GoDaddy has vowed to push the advertising envelope in the game for the eighth consecutive year.

And Century 21, the venerable real estate brand, will be there with its first-ever Super Bowl spot. It may seem a strange time for a housing-related brand to lay down all that dough for the Big Game considering that the U.S. housing market remains near a modern nadir. But Century 21 CMO Bev Thorne told brandchannel that it's the brand's 40th anniversary. Plus, Century 21 and its sellers are looking forward at this point.Continue reading...

brand news

In the News: Tiger Woods, Super Bowl, Samsung & more

Posted by Dale Buss on December 5, 2011 09:02 AM

In the News

Arnold Palmer re-brands for a generation who never knew the golfing legend.

Audiovox rebrands to Voxx International.

BlackBerry-maker RIM warns about profit outlook.

BMW and Mercedes-Benz race to the wire for 2011 luxury-sales crown in U.S.

Boeing takes its Dreamliner on a "world tour."

Chick-fil-A spat with t-shirt maker hits the New York Times.

Corona brings beach experience to London.Continue reading...

celebrity brandmatch

Hung Up No More, Madonna Picks Winner of Smirnoff's Global Dance Contest

Posted by Shirley Brady on November 14, 2011 12:13 PM

Announced back in August, Smirnoff has just wrapped its weeks-long quest to help find a back-up dancer for Madonna's upcoming tour.

Expanding on last year's successful Nightlife Exchange Project, the global Dance4Madonna competition wrapped on Nov. 12 in New York, where the 53-year-old mother of reinvention reconnected with her NYC club kid days before selecting freestyle dancer Lil Buck as the winning finalist.Continue reading...

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