The answer lies on the quality of content presented from the marketer. They might of paid for 30 seconds of advertising however if executed properly they will have left various calls to action that will extend days and maybe weeks after your original commercial was aired.
A great example of this and the best commercial from a marketing standpoint in my opinion was Audi's "Vampire Party" commercial.
In the last few seconds of the ad, Audi displays a black frame with #solongvampires in white standing out to its audience.
This was a unique approach, while others were briefly plugging their Facebook or Twitter accounts, (some weren't doing any) Audi was building a trend. A trend in which was tweeted by 10's of thousands of users with a reach in the millions. Good or bad the brand Audi was being promoted on this trend #solongvampires.
Audi's commercial took traditional marketing and directly engaged it with social marketing something I think others took serious note on and something we will only see more of in the coming years.
Pepsi's focus on music may have accomplished the same thing. But the ad that has gotten most media buzz post-Super Bowl is the Clint Eastwood ad for Chrysler. Is it a celebrity, controversy, or interaction between the 2?
ReplyDeleteI thought the commercial was creative and great for generating brand awareness, but I was surprised that they didn't market the other desirable traits of Audi and focused on the LED headlights, which are no longer an Audi trademark and have been copied by other manufacturers. In comparison, Chrysler's Clint Eastwood commercial was very similar to their Eminem commercial for last year's game. They are making an emotional appeal to potential customers, yes, but they are also trying to fight the stereotype of the horrible American car.
ReplyDeleteBob Lutz's book, Car Guys and Bean Counters, does a great job at explaining this. Instead of talking about how great the cars look, run, and other features to entice buyers, it seems that they are trying to drive the message that things have changed for US cars through emotion and patriotism. This is great, but from a strategy perspective this will not carry them, eventually they will need to produce great looking (inside and out) and reliable vehicles.
However, the Super Bowl is the perfect place to communicate the that they are quality American cars through emotion and patriotism. They have the rest of the year to market the vehicles based on benefits, reliability, etc... so I think it is smart that they focused on the same message as last year.
I do agree that tying an ad up with social media, only expands the benefits of TV and other forms of advertising increases the benefits of the ad, and am also surprised that more people didn't do it on their superbowl ads.
Chrysler went from micro (Detroit) in 2011: http://www.youtube.com/watch?feature=endscreen&NR=1&v=SKL254Y_jtc
ReplyDeleteTo macro (the US) this year, 2012:
http://www.youtube.com/watch?v=_PE5V4Uzobc