The Super Bowl is, well, the Super Bowl of advertising. The captive audience and high price tag forces advertisers to push the envelope of creativity and campaign development. While the ads, for the most part, are fun to watch, they are also great for gleaning valuable insight into advertising today.
It’s about more than what is on the screen. Valuable marketing lessons are found in the buzz generated by the ads and their integration of other channels. Here are a few observations that can be applied when using promotional products.
Ads Are No Longer Linear
Commercials are evolving to be more than just interruptions of our regularly scheduled programs. Advertisers are no longer in complete control of how, when or where their advertising is viewed. Sure, they can still buy specific time slots, but with social media sharing turning them into entertainment on demand, it’s not always a straight shot from advertiser to the viewer.
To take advantage, Super Bowl advertisers created added entertainment value. Many released extended versions of their ads before the game. Others integrated social media or mobile content to further engage. The goal is the give the audience additional engagement options once they have their attention.
Takeaway – Be sure to have good marketing mix that gives your audience multiple options to engage your brand. Promotional products should be a part of that mix, because a relevant and useful item tends to integrate itself into the life of the recipient. The additional engagement is appreciated by the recipient and brings value to the advertiser.
In It For The Long Haul
Super Bowl ads now have the ability to last longer than their time slot. People talk about the ads for days and watch them over and over on YouTube. In the days leading up to the big game, websites and blogs were posting articles reviewing previous years’ ads and therefore giving those ads extra life.
Since $3.5 million is a lot to spend for 30 seconds, Super Bowl advertisers are finding value in the conversations that take place on social media and in the blogosphere after the ads have aired. This year, many of the Super Bowl ads were teased, released, or “leaked” prior the Super Bowl to start the conversations early.
Early releases, extended versions and social media integration show that advertisers are looking beyond the initial touch. They are giving their audience the tools to share about their brand. The money spent on the ad is “buying” additional engagement that lasts beyond 30-60 seconds.
Take away – Look for long term marketing value beyond the initial touch. Promotional products have that long term value built-in as the typical item is kept for 6 months. They have the ability to start conversations about your brand and encourage people to share their experiences long after they have received the promotional item.
Promotional Products Savor the Moment
One of the first ads that aired after the New York Giants hoisted the trophy was for merchandise celebrating their championship. The ad featured caps, t-shirts, DVDs and more official merchandise to commemorate the occasion. Talk about striking while the iron is hot.
And don’t forget that it’s the same apparel that their favorite athletes are wearing on the field after the game. The inclusivity adds value by creating a stronger connection between the fans and their team.
Take away – People want to remember good times and significant milestones. Promotional products are tangible reminders of those occasions and can connect on an emotional level with the recipient. The effect is not limited to the big events. Leaving an item behind after a sales call or handing one out after a conversation at a trade show booth serve as a reminder of what was discussed.
What were your observations from the Super Bowl commercials? Please share below.
P.S. - I was going to post my favorite Super Bowl commercial below, but I couldn’t decide on one. Luckily, AdWeek put together this great mash-up of the Super Bowl ads. Enjoy.