Hi Team Five,
Super Bowl 50 is the one of the most advertised sporting events throughout the entire year. The #SB50 certainly falls into Kerpen's definition of hypertargeting from Chapter 2 to reach those who are online during and after the game (Kerpen, 2015, p.25).
For this week's blog assignment:
- Please post what your favorite traditional commercial was during the football game and why?
- Did the company tie in any social media campaign for the same commercial?
- If so, then what tactics were used to reach it's targeted audience to keep the buzz going online?
- Did you participate with any of the online events hosted by the NFL or it's sponsors?
- Was it in the company's best interest to spend $5 million dollars for 30 seconds television ad as the right advertising approach or should the business have spent the funds differently?
Kerrpen, D. (2 015). Likeable social media (2nd ed.). New York : McGraw Hill Education
Super Bowl 50 Ads 2016 Sneak Peek
I found my favorite and funniest commercial during Super Bowl 50 to be the "Doritos Dogs" ad. For the past 10 years the company Frito-Lay has asked its loyal Doritos fans to submit a video enjoying eating its brand chips and to have the chance to win one million dollars. In return Doritos would show the winner's video, as their selected commercial during game. Frito-Lay actually chose two winning commercials to run during the game. One was with called Doritos dogs, which me being a dog owner I found to be hysterical. Two was with the "Ultrasound" where the new family to be their baby who wants to eat chips. The third runner up ad was called "Swipe" where a guy uses his phone to find the perfect girl who eats chips, too. The grand prize winners were the first two listed. (abcnewsgo.com, 2015).
ReplyDeleteWhile the dog commercial is funny, I am not sure it would push me to run out and buy a bag chips to eat. This commercial does not meet the "buyers persona" that (Scott) talks about in chapter 10 that we are to target (p. 174). However, Frito-Lay "Crash the Second Screen" contest does have mass appeal with offering a public relations contest to reach everyone that eats chips and anyone that wants to create a video to compete for the final cash prize. Frito-Lay created a traditional looking ad poster and promoted it on its website and their Facebook, Google+, Linkedin, and Twitter pages to help create more "buzz" using special hashtags for the contest. (Fritolay.com, 2015).
While I see the contest providing the vides short-term more Likes for the company's social media sites and the ability to gain more followers, I am not sure about the long-run ROI, as for keeping existing customers and finding consumers to purchase more chips based upon the winning "dog" video used. I wonder what next year Super Bowl game will bring with all of these "hypertargeted" commercials that we so long looking forward to watching during the game.
References:
abcnews.go. (2015). Super bowl 50 meets doritos million super bowl. Retrieved from http://abcnews.go.com/US/super-bowl-50-meet-doritos-million-super-bowl/story?id=36779751
fritolay. (2015). Doritos crash the second screen contest. Retrieved from http://www.fritolay.com/social-media/lists/contest-rules/doritos-crash-the-second-screen-contest-%28-contest-%29-official-rules
Scott, D. M. (2015). The new rules of marketing and PR (5th ed.). Hoboken, NJ: John Wiley & Sons.
Remembering we are what we publish - It was interesting to see how certain groups picked on the other winner "ultrasound" commercial. Makes me wonder if Doritos thought about that religious/political issue beforehand and that it would create viral buzz instantly. I know we are to refrain from blogging these types of issues, but I found it amazing how quickly people took a stand or an offense to video that is meant to be funny and instead freaked out online.
Deletehttps://www.lifesitenews.com/blogs/the-best-response-yet-to-the-pro-abort-freak-out-over-that-doritos-superbow
Shelby,
DeleteI think that is a good point. It shows how humane companies are. If someone gave you 5 compliments, you would feel grate. If someone gave you 10 compliments and 1 criticism or complaint, you would tend to focus on the complaint. I think it is important to listen to consumer feedback, but also realize not everyone will be please, so is there a way to balance the feedback, and know when some should be discarded.
I mostly watched the game and posted on FB and twitter our blog project prior to the game to see if we could get any input from the viewers. I did type in #SB50 on FB to see what would come up and it showed experts and who of my friends were online at the same time commenting about the game. I found that interesting to check on during the game. I texted family to see who was rooting for who and why. One like the monkey commercial and I myself am partial to any doggie commercial. I will admit I like to see the King of beer's Budweiser Clydesdales run across the screen. I appreciated some commercial that promoted social goals like Colgate's clean and save water campaign. Other commercials I found to be really stupid or not even worth watching this year.
ReplyDeleteHowever, if a company can spend $5 million on a super bowl ad like Michelob Ultra beer did they should at least follow up with some sort of social media campaign to create a new generation of consumers. I thought the Bud Light ad was very creative being a political year for us. My guess because of the super bowl event they hosted online afterwards help the company to promote their brand even more. If that didn't then the Peyton Manning's quoting Budweiser on live television sure created lots of buzz and a huge return on investment of free advertising. Post game quote "I'm going to drink a lot of @Budweiser tonight.." Peyton Manning. That gave beer brand $1.6MM+ brand recognition value — Apex MG Analytics (@ApexMGAnalytics) February 8, 2016. (Marketwatch.com, 2016). How quickly the media picks up on things and spins it.
References:
marketwatch.com (2016). Peyton Manning handed budweiser 32 million in free ads after the super bowl 2016 02 08. Retrieved from http://www.marketwatch.com/story/peyton-manning-handed-budweiser-32-million-in-free-ads-after-the-super-bowl-2016-02-08
Hi Sandy,
ReplyDeleteGreat topic! I personally was underimpressed with the options this year. I found it hard to take many of the commercials seriously. It is almost as if there is this expectation that commercials be funny at the Superbowl, resulting in way over the top stuff I cannot connect with. Having just come from my improv class, I am thinking of the concept of "Keep it relateable. Comedy lies in in natural observations." I did not see much of this. With this in mind, I sort of enjoyed the Key and Peel advertisement for Squarespace. It resonated as a familiar face of comedy, so I immediately wanted to pay attention, even though I am not a huge fan.
In addition, they were spoofing sports commentary, which lines up well with the Superbowl. I have always wanted to see someone do a spoof of sports commentary well, so I am now excited about what their show will consist of. The commercial its self is over the top and ridiculous, but so is their show. The commercial succeeded in making me aware of the new show, but I cannot promise I will ever watch it. I did notice a website plug, but I did not notice anything for other social media sites. I am not a huge NFL person, and many of their booze and car commercials do not resonate with me, so if I had to pick one of the many this was the one commercial that made me giggle, but not 5 million dollars worth of giggle.
However, I really enjoyed Pepsi's plug for the halftime show. I thought it was creative how they used a Pepsi commercial to introduce the halftime show, and then kept the Pepsi logo on the bottom of the screen. They also tied the logo from the commercial into the first images of the half time live show. Pepsi frequently positions itself to a young hip crowd that lives in once in a life time moments, and I think the halftime show is just that. For me, this was confirmed by the few opening bars of Coldplay. Even if you are not a Coldplay fan, there is no denying that the band was basking in the energy and thrill of that performance. Take a look at how excited he was. As a music person, I live to witness these moments, and to me, Pepsi supports them, so I support Pepsi. When I see these moments, I feel like going to comment on social media to show my support. So in this sense, I feel Pepsi's investment was worth it. Also, if you need or want to find a video of the halftime show, it can be found on Pepsi's website!
http://www.pepsi.com/en-us/sports/?utm_source=google&utm_medium=cpc&utm_term=#pepsi&utm_campaign=2016ptmpepsihalftimeshow
http://hollywoodlife.com/2016/02/07/squarespace-super-bowl-commercial-key-and-peele-speech-video/
Hi Kate,
DeleteInteresting that you chose Pepsi as I watch the half time show, but did not even pick up on their advertising at all. I like your improv phrase to "keep it relate able" for consumers. At work we are using a phrase to "Be Intentional" on our social media sites for our customers. As it all comes down to be engaging and interactive, but also be responsive and available at the times they're online. We are to focus more on what customers want rather than brand. However, we also work on brand by incorporating watermark logos on our images that we use on social media sites, so that we own the content not the media site. I agree that Pepsi knows who their target audience is being a new generation and their advertising often reflects it. Many of the commercials missed the mark of entertaining us this year as that seems to be the similar view from others. Each person is different and what will resonate will people differently. I liked this week's concept of nano-marketing ad as a way to reach even the audience of one (Kerpen, 2015, p. 25). I can see that this concept can be used at for work or personal use to communicate with someone special.
Reference:
Kerrpen, D. (2 015). Likeable social media (2nd ed.). New York : McGraw Hill Education
Is there a commercial that you disliked or do not feel used the RACE strategy when planning their Super Bowl 50 Ad? What kind of tactic could they have used instead?
DeleteExcellent questions.
DeleteI personally am not able to identify at all with the wiener dog commercial. With out looking back (to promote honest response) I am not sure what it was even advertising. I am going to assume Heinz because of the people dressed as condiments. The whole commercial was to weird to reach me in a way that did not cause me discomfort. They took a pun, or a common association and ran too far with it if you ask me. When I see a wiener dog, I do not want to run to it and eat it, or be with it like mustard might. In this sense, they did not complete even the R of RACE. In addition, I actually love Heinz, but was so off put by how bizarre the whole commercial was, I actually bought the grocery store brand today. Weird right? How when you think someone just did not communicate well, it can be a huge turn off. It is true in relation ships, and here.
At the same time though, there are many people who would disagree with me. A bunch of my students thought this was the funniest commercial. I am not sure it will lead them to purchase the brand, but it is interesting to see the drastic differences people can have.
Do you think for an event like the Superbowl, with such a huge viewing audience, companies should aim to throw a huge net that most people can relate to, or still go with a more specific group that the commercial is targeted to, or are we assuming the target audience is just anyone that would watch the Superbowl?
People really do that to their dog!
DeleteI had the kids on a field trip today, and during lunch there was a little wiener dog, and all I could think of was the commercial, and how hot it looked. I keep mistaking the commercial for Oskar Meyer though.
Then, when we got back to the school, we took a look at commercials, and they all loved that commercial. I watched their face while they watched it, and they were all in AWE mode, and excited by the creativity.
I think you bring up a good point about their brain works, and the different/ wide target audience of the Superbowl.
We also talked about Drake/ T- Mobile commercial. They all thought it was funny, but we talked about taking it the extra mile. In the commercial you see Drake positively take all this ridiculous feedback from the mobile company. However, he never tries to incorporate their feedback into the song. I personally think that would have taken the commercial from cute to really funny.
https://www.youtube.com/watch?v=iMWzX0RC7f4
I will admit the worst commercial in my opinion was the one created by SquareSpace with comedians Key and Peele promoting RealTalk. I just visited the web site and it is a site for building web sites. The message the commercial communicated to me was for a web talk show not for creating your own web site. Maybe, I just don't understand the humor in that ad. In my opinion a dog could of been trained to do better commercial.
DeleteSandy,
DeleteI am so glad you said this. I went back and watched the commercial again...who knew Squarespace was not a TV show that Key and Peele were making as fake sports announcers. I way missed that mark. When I saw your post and watched it again, I realized I have no idea what was going on! I keep trying to understand high school humor, and my students love them, but clearly I do not understand. I way missed the mark there, which makes me wonder how many other people did as well.
Hi Sandy!
ReplyDelete1. Please post what your favorite traditional commercial was during the football game and why?
I'd have to say the singing sheep commercial. They used attractive imagery and a widely popular song, and actually managed a short plot in it. It was entertaining. I have to add that I was completely put off by that point, both by a difficult game to watch and by rather flat, boring, star-filled commercials -- and even those were better than commercials about inability to poop, or inability to stop pooping.
2. Did the company tie in any social media campaign for the same commercial?
I have no idea, so probably not. Honestly, I didn't even know who the commercial was for till I looked it up just now. If the company gives me a reason to change platforms momentarily then I will, but there was no push for that in any of the commercial efforts. I don't even recall seeing that many hashtags, which would represent at least a feeble attempt.
3. If so, then what tactics were used to reach it's targeted audience to keep the buzz going online?
N/A
4. Did you participate with any of the online events hosted by the NFL or it's sponsors?
Nope. I'm just there to watch a game and to enjoy cunningly created commercials. As I already stated, if you want me to go online for your marketing purposes, you have to give me a reason to do so.
5. Was it in the company's best interest to spend $5 million dollars for 30 seconds television ad as the right advertising approach or should the business have spent the funds differently?
I don't know. I've seen the Internet memes about how many poor people the five million dollars would've fed, but I have participated in corporate budget planning before, and I can't imagine any of those companies would've used the millions in any way that we might consider better.
Hi Stephen,
DeleteThanks for your valuable insight on this past weekends major commercials during #SB50. Yes, I agree that I did not see many hashtags posted on the TV commercials themselves. My guess as social media continues to grow rapidly with more mobile users we will see more interaction with online media marketing from major corporations besides of just one way television commercials of communication for future games.
Sports Illustrated online site within the video promoted a link to the New Honda Ridgeline Truck. Then the same dog is in the video is on the Honda website. Maybe, Honda should of given the dog a name and hashtagged him as a way to draw in new customers. (SportsIllustrated.com, 2016).
Reference:
SportsIllustrated, (2016). Watch honda's a new truck to love super bowl commercial. Retrieved from
http://www.si.com/extra-mustard/2016/02/07/super-bowl-50-honda-ridgeline-commercial
My favorite was PuppyMonkeyBaby! I felt it was unique. Most of the commercials were rather "underwhelming"!! Some were just plain ridiculous! Some I do not know why they wasted their money...not a target audience..such as the one for stomach problems!! (to put it delicately). All in all the commercials were not that exciting.
ReplyDeleteHi Mary, Thanks for participating in our blog project, as it helps with interaction for us to have outside opinions. I agree that this years Super Bowl commercials were not over the top like in years past. I could not figure out that character puppymonkeybaby, but my sister also liked that one. I did like seeing some companies take a social issue and bring it to the forefront of the public ie. Colgate - save fresh water for others. However, I bet that the $5 million dollars could have helped tremendously to purchased fresh water wells for those in need instead or promote social media link for others to give a donation, so others have safe drinking water. Social media can easily help promote a cause or event to assist non-profit companies who often contribute to those in need.
DeleteWas there any commercial that you disliked during the game or one that you felt did not serve its customers or ability to find new ones?
ReplyDeleteMy favorite commercial during Super bowl 50 was Wix ad, which promotes DreamWorks Kung Fu Panda 3, as well as a business’ need to have a stunning website. I liked it, but that’s probably because I love DreamWorks movies, and I can relate to the content of the commercial. In Po’s desperate attempts to promote Ping’s Noodle Restaurant, Master Shifu reminds Po that all he needs to start with is a stunning website.
ReplyDeleteWix integrated the social media campaign #StartStunning. They also released 4 teasers before the Super Bowl, and created an interactive, online hub for fans, where they can view Mr. Ping’s Noodle Restaurant website, watch the teasers and game day commercial, take a career quiz, and tweet for a chance to win an iPhone.
I think Wix did a great job of engaging their target audience before, during and after the game by utilizing social media and integrating it with their website. According to AdAge, Wix made the most of their money by attracting a record 36.5 million online views to their YouTube channel (2016, para. 1). Wix aired one 30-second ad and attracted more views than Hyundai (35.9 views) and Doritos (33.1), which aired multiple commercials during the Super Bowl. It was good for Wix to air their commercial during the Super Bowl, as it gave them increased reach, and they had no competition during the event from other website building companies. Wix’s pre-marketing and post-marketing efforts definitely helped in getting a response.
I didn’t actually watch the Super Bowl (not a big football fan, and I can watch the commercials online after the game), and I didn’t feel the need to participate with any of the company’s tactics to keep buzz going. I was definitely not among the companies’ target audiences.
References
AdAge.com. (February 8, 2016). Wix.com wins super bowl advertisers' battle for online views - see the full ranking. Retrieved from http://adage.com/article/the-viral-video-chart/ad-age-super-bowl-chart-2-8-16/302586/
http://www.startstunning.com/
What a cool creative approach Wix took!
DeleteI actually do not watch the game either, but I am a huge music fan and always find the half time show. I look up the commercials the next day. It amazes me how much money companies spend to put in these commercials.
I looked up how valuable the commercials are to the companies that run them. The data seems to imply it is, but it assumes people will buy products as a result of the Superbowl commercial. Honestly, I have never spent anything as a result of one of them commercials. In addition, I was looking at the brands that are promoted, and they are almost all major recognizable brands. It made me think you need to have money to make money. Rarely do you see a small business or even medium size advertising on the Superbowl because they simply cannot afford it.
Does this out weigh the role prime time slot of the commercials, if it is all companies that are already successful?
Oh and here is my link for the "Is the commercial worth it?" details.
Deletehttp://www.fool.com/investing/general/2016/02/07/super-bowl-ads-reach-5-million-whos-in-and-are-the.aspx
Hi Keri - The KungFu Panda and Wix.com partnership created an awesome commercial. It reached several target audiences based upon what industry the person might work in and would need a way cool web site. It was hip and could easily reach the youth as well as adults who like Dreamworks movies. I like the samples they used to show what a bad site looks like vs. what a Wix site could be if they bought into the Super Bowl ad. It was interesting to see how they tapped into hashtag of #starstunning and build a landing page for the promotion. It was a great way to share awareness of the company and the movie together. The buzz will continue for awhile because of the popular Po Panda Bear and the fact it incorporated social media. This ad was well worth the investment due to the # of people who what the game or tune in later just to see the commercials.
DeleteShelby,
ReplyDeleteI saw you mentioned they need to put more effort into social media. I totally agree. Honestly, I am not a huge social media user, but I see people and my students constantly on the different channels. Today I took my students to Petco Park in San Diego to look at marketing methods there. It was amazing. Unlike most tours, they encouraged visitors to take pictures. They want people to know, and be excited about what Petco has to offer the community. At the same time, the kids were SO excited when they were re-tweeted, or their tweet was liked. They went "Ms. Watson...IT WORKS!" Not only was I glad to see this, but Petco and the Padres are able to keep track of positive buzz. The students felt their voice was heard, and to them, that was cooler than sitting in the press box. In addition, the Padres lady said they encourage people to take pictures and Tweet them to the stadium upon arrival, and through out the game they post pictures on the megaton. People have always enjoyed seeing themselves, and this is a grate opportunity for that.
In summary, I think you are way right with the idea that there was almost a social media neglect at the Superbowl.
Shelby,
ReplyDeleteFunny you mention that. We were talking about ads in school today, and I went to this site and was like "Really?"
I am not sure who made this, or if it is based off of data, but I agree, it really does not make sense. What is interesting is different sources have different opinions on the matter, which reiterates that audiences respond differently to the same ting.
http://www.adweek.com/news-gallery/advertising-branding/10-most-viral-ads-super-bowl-50-169532
Kate, You're exactly right - these different sources have different opinions, reflecting the idea that everyone who viewed the #SB50 commercials responded differently to each one. The companies who aired these commercials all had different target audiences in mind, and the Super Bowl was just one way to reach their targets nationwide at the same time. Take Mountain Dew's Puppymonkeybaby - I personally find this commercial weird and disturbing, but it is true to Mountain Dew's brand and identity. Their target audience would understand it and find it extremely funny. I've seen several news spoofs posted on Facebook this week, on sightings of the Puppymonkeybaby, posted by my younger friends who would fall into Mountain Dew's target audience.
DeleteDo you guys think the companies that aired commercials simply had a goal of keeping the conversation going, introduce/create awareness for a new product, keep the brand top-of-mind, or to increase sales of their products? I think each company had different goals, and so produced different results.
Keri,
DeleteI think you are right that the companies want to raise awareness. I also think the Superbowl is one of the most watched programs that is on TV, so companies assume if they air a commercial, someone from their target audience will be watching, and maybe they can interest a few new people.
At the same time, I think companies feel pressure to be funny in their commercials. Personally, I think this is dangerous. It appears to mess up the creative process. It is as if the brands go "We need something funny", and do not say, "How do we reach our audience, ok, is there a way to add humor to that." I believe the second approach would allow companies to relax and find humor with in, but instead, they seem to be driven by some stress to be funny that frequently misses the target.
Shelby,
ReplyDeleteThe school I work at does this unique program called Interim. It is a one week course teachers design to teach anything they want. Having just moved here, and being told I needed a course at the end of September, I designed a course that looks at how San Diego markets to the tourism industry. I am taking students this week to major tourist places in San Diego. They are looking for evidence of branding, marketing, messages for consumers, and really anything that could be considered marketing. At each place they need to establish the target audience. At the end of each day, they create a twitter promotional blast for each venue we attend. Then they make a tweet for San Diego tourism as a whole.
We have gone to the USS Midway, Hotel Del Coronado, Petco Park, tomorrow is the Zoo and then Old Town. Each has a different target audience, but the idea is San Diego has something for everyone. With in that, we are working on having them market this idea with out explicitly stating it. This has proven to be really challenging for them.
Basically, I am working on introducing some young high school students to the minds of marketing, and trying to enable them to spot the planning behind different companies promotional investments.
I am working on re-tweeting everything they produce. If you are interested @ms_watson18 is the Twitter for this week.
Why Twitter... it was the easiest to create and delete with a school account that will prevent problems as a teacher in the future :)
Though I did not view this year's Super Bowl game and commercials, the replays of the older commercials via FB told of this venues important advertising presence...and social media brought it top of mind! Of course the Budweiser commercials are charming and heartwarming. Those are always my favorites. Companies have "gambled" quite a bit to get their name out there. Some make it. Others tank and are no longer heard from.
ReplyDeleteGood luck with this project, Sandy.
Hi Sybil, Thank you for responding to our team blog project. Yes, I, too, miss the little yellow Labrador puppy that would play with the Clydesdales horses. The commercial this year were not engaging nor entertaining and that seems to be the consensus from those replying to my post. If a company is going to spend big bucks, then they should try to ensure a great ROI on the commercial. Businesses need to tap into a well planned RACE strategy of Research, Act, Convert, and Engage with their target audience in order to be successful in their media marketing.
DeleteHi Kate, Wow, that is so cool that you are introducing marketing and advertising to the youth there in San Diego. I find that kids know more how to use social media than most of us adults. Many new apps created today use more symbols than words. One of the first concepts I learned in communications. Tourism is a huge industry that can be highly affected by social media based upon comments by fans. People will switch vacation plans based upon other customer's opinions and photos shared. Thanks for letting us see your online youth project. Much success to all of them as they continue to learn about how viral media works.
ReplyDeleteMountain Dew's Puppy Monkey Baby commercial, sorry but I just don't get it why they made such an ad to promote soda. However, they should of hash-tagged the phrase in the video or had the character turn into something after it drank the new dew. Let's all hope next year's commercial campaigns have a better RACE plan and understand the buyer's persona more in order to create sales for ROI.
ReplyDeleteThanks!
ReplyDeleteIt is interesting you mention that marketing can influence plans. I got to thinking about Kerrpen and think I will show my students sections of Chapter 3 tomorrow. I found it fascinating that people impromptu changed their plans to go to Canada after it was plugged by people in the airport. I might ask students to try and devise a plan that would result in a similar shift, but with San Diego, instead of Canada as a focus.
Thank you!
Kerrpen, D. (2 015). Likeable social media (2nd ed.). New York : McGraw Hill Education