Super Bowl 50 is one month away. This is a stressful time for Super Bowl marketers. They are finalizing plans for the event, and the stakes are high. A successful Super Bowl effort can propel a brand and a career; a weak effort can damage both.
Once again, I’ll be leading the Kellogg Super Bowl Advertising Review with my colleague, Professor Derek Rucker. We will be commenting on and writing about Super Bowl advertising leading up to the game, and we will have results from our panel right after the event.
There are several ways to follow along and join the discussion:
— Twitter: I’ll be posting thoughts and sharing links on Twitter. You can follow me at @timothycalkins. I’ll be primarily using the hashtags: #kelloggsb and #superbowlads
— Blog: I will post updates here on my blog.
— LinkedIn: This year I will post updates on LinkedIn, as well. Feel free to send me an invitation to connect.
— Website: You can visit the Kellogg Super Bowl Advertising Review website for more information on the event. Here is the link.
Things are just starting to get going in terms of Super Bowl advertising. Look for companies to begin rolling out their campaigns over the next two weeks.
Here are a few interesting stories I’ll be following:
— Demand: This has been a very strong year for Super Bowl advertising. CBS apparently sold out in early November, with pricing up to $5 million for a 30-second spot. This is remarkable. It reflects the strengthening U.S. economy and the unique power of the Super Bowl to engage people and generate excitement.
— Integrated Marketing: Look for an astonishing level of marketing activities around Super Bowl ads this year. The days when a company would simply buy a spot on the Super Bowl and run a catchy ad are long gone. Companies now go to extraordinary lengths to generate excitement. Butterfinger set the tone back on December 15 when it announced its Super Bowl Ad by having someone jump out of a plane. You can watch it here.
— Doritos Crash the Super Bowl: This is the final year for one of the most famous Super Bowl marketing campaigns, the Doritos Crash the Super Bowl promotion. Since 2006, this program has captured attention. It is one of the few examples of successful consumer-generated advertising programs. You can see the finalists and cast your vote here.
— Go Daddy: For the first time since 2004, Go Daddy will not be advertising on the Super Bowl. The news isn’t a surprise; Go Daddy has struggled to break through since abandoning its focus on racy spots featuring scantily clad women. Last year, the brand received negative feedback for its snarky puppy spot.
— Sun Trust: Atlanta-based Sun Trust will be advertising on the Super Bowl this year. This is an interesting move for a regional bank given the Super Bowl’s national reach.
— Avocados from Mexico: In 2015, one of the most charming spots was from Avocados from Mexico. The ad, featuring the First Draft Ever, had great breakthrough. It clearly worked, and the cooperative will be running again this year.
Look for more updates over the next several weeks on Twitter, the blog and LinkedIn. It promises to be another highly entertaining and educational year.