Everyone has friends that say, “Oh I just watch the Super Bowl for the commercials.” Indeed, big game advertising is easily the largest ad-spending day of the year, up 70% in the last ten years. Between production cost and airtime, one ad can cost a company $10 million to air. As a sales company, the team at Cydcor is fascinated by the tactics companies take to build their brands, and the commercials are informative as they are fun. Here are our takeaways from Cydcor:
Social Media is huge. Brands and Twitter users live-tweeted the game, commenting immediately on the commercials, sending companies real-time feedback. Many were hoping to strike lightening and garner new followers and make headlines the way Oreo did last year.
Generation Y loves nostalgia and sarcasm. From the hilarious “commercial that never was” online campaign from Newcastle to seeing the men of Full House on a Chobani ad, the marketing this year was clearly targeted to children of the 90’s.
People will engage with your brand for a chance to win. Esurance led the biggest post-game trend by announcing it was giving away $1.5 million to a tweeter using the hashtag #EsuranceSave30.
Puppies are still a viable tactic. Even one of the most masculine brands could not resist using puppies as a ploy. The adorable story of a puppy that is best “buds” with the iconic Clydesdale horse was enough to make anyone swoon. Sometimes just being cute pays off.
The bigger the purchase, the bigger the ad. Car commercials were the biggest production, featuring Jaguar comparing their product to the cunning and precision of British villains and James Franco being dramatically awesome for Ford. It makes sense that companies asking consumers to make such a large purchase would have the most memorable ads. It’s a good reminder that larger sales prospects require more effort.
What did you learn about sales and advertising this weekend? Did you have a favorite commercial? Let Cydcor know on Twitter!