We now know who will be playing in the Super Bowl on February 1. It should be a good game. We don’t know much about the more interesting part of the event: the advertising.
The Super Bowl advertising hype is just beginning. To date, only a few advertisers have rolled out their pre-game campaigns. Skittles released a teaser spot.
Carnival is asking people to vote for their Super Bowl ad. Doritos is also asking people to vote, in its annual Crash the Super Bowl promotion. Lexus revealed their actual ad, the first advertiser to do so. Bud Light and Pepsi have the most elaborate efforts, with teaser spots and social media campaigns.
Most Super Bowl advertisers have said very little. We’ve heard basically nothing from McDonalds or TurboTax or Nationwide or Mophie or any of the other players.
This will all change this week.
This is the time when many companies will release teaser spots, social media campaigns and public relations efforts.
Last week was too early. The event was still far in the future; people weren’t talking about Super Bowl ads and few writers were covering the story. In addition, the college football championship game was a distraction.
Yesterday was clearly not the right day to release the teaser campaign; companies want to honor the legacy of Martin Luther King. You don’t do this by putting a goofy, strange spot up on You Tube and posting about it on your Facebook page.
All of this makes today the perfect moment. People are now thinking about the Super Bowl but there is time for the hype to build. Capturing this energy is critical for Super Bowl advertisers.
This week we will hear which celebrities are appearing in the ads. We will see set-ups for jokes. We will learn about charitable campaigns. We will read about the business story behind the effort.
Of course, some advertisers won’t release anything at all. One of the classic strategies for a Super Bowl advertiser is to keep things secret until the game. The surprise creates excitement and interest.
This is a risky approach; the advertiser gives up on any opportunity to generate pre-game buzz, but the strategy sometimes works very well; Chrysler, in particular, has used it effectively.
Watch the Super Bowl advertisers this week. The battle to stand out begins today.