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Pre-Gaming the Super Bowl

January 31 2020 by Matthew Bozin

It’s finally here! The most watched television event of the year is only 2 days away and advertisers are once again willing to offer up big dollars to get their ads in front of an estimated 114.4 million potential customers. And, with the price tag for a 30-second spot climbing to $5.6MM this year, brands are trying just as hard to maximize exposure, as they are producing a memorable creative.

 

New Strategy

Posty Store

Waiting for Super Bowl Sunday is soooo 2010’s! With the growing reach of social networks why not drum up some early excitement? That seems to be the strategy of several brands who’ve pre-released their creatives in advance of The Big Game, some even building a social media campaign to drive anticipation and consumer engagement.

Let’s start with Anheuser-Bush, a staple in Super Bowl advertising. With four 60-second ads in the queue (Agency: Weiden & Kennedy), showcasing multiple products, the alcohol brand not only released their Bud Light Seltzer ads 4 days early, they included a contest to let people vote on which ad will air.

Featuring the musical artist, Post Malone, twitter users can hashtag their votes for either #PostyStore or #PostyBar and find out which ad won during the game.

Taking a look in Pathmatics Explorer for the last 7 days, we see the massive spike in twitter spend, starting on the January 28th.

Bud Light Twitter

Another Brand getting in on the pre-game action is Planters (Kraft Heinz), offering up a teaser for their 30 second spot featuring - please say it ain’t so - the death of their iconic Mr. Peanut mascot (Agency: VaynerMedia). First seen on January 22nd, the brand asks twitter followers to pay their respects with #RIPeanut. But, is he really gone? Viewers will have to tune in to find out the fate of the manacled character, who was originally introduced in 1916.

planters spend

And with a similar spike in twitter spend, we find Planters allocating 52% to the social network in the last 30 days.

 

A Brand Not On a Bar Menu

Does it seem like we’re only going after products you might find sitting on a bar stool? Not to be outdone, Hyundai brought star-power to their Sonata ad featuring actors, Chris Evans, John Krasinski, Rachel Dratch and Mr. Boston himself, Big Papi.

The comedic ad (Agency: Innocean Worldide), airing first on January 27th is poised to be an instant classic, as we find Hyundai’s total spend in the last week spiking on Desktop Video with the lion’s share going to youtube at 53.45%.
Hyundai youtube
But, while this is only a snapshot of Advertisers getting a jump on Super Bowl Sunday, there’s no doubt getting consumers to participate in their campaigns beforehand is a big boon to viewership.

So, to put this in terms NFL Fans can relate - It’s 1st and Goal for Marketers. The question is, who’s going to score, and who’s going to miss the end-zone?

Sorry, we’re not counting field goals and extra points for this one.

About Author
Matthew Bozin

After earning his BS in Communications, Matt cut his teeth in the entertainment industry, spending fifteen years writing everything from feature screenplays for A-List directors, to celebrity bios for some of Hollywood’s top actors. That creative drive made it an easy transition to Marketing, bringing his eye for storytelling to the digital advertising ecosystem.

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