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Super Bowl 2013: The Ads

 

It's that time of year again. The night in which football and advertising collide. According to Bloomberg Businessweek, "Rates for Super Bowl spots have climbed about 60 percent over the past decade, showing how much marketers value the chance to reach the largest TV audience. Last year’s game had 78 commercials and produced ad sales of $262.5 million..."  

Brands turned to television (and the internet) for football's biggest night,  and spent as much as $140,000 dolars per second for air time - a sum that can only be justified by the number of viewers and online buzz that generates only with an event such as this. Newcomers Oreo and Pistachios shared the spotlight with recurring participants such as Volkswagen and Go Daddy, who spurred up negative remarks due to what some considered as offensive spots.

From fans' submissions for the Doritos and Lincoln ads, to big productions with Kaley Cuoco and Stevie Wonder, this year was all about the pre-game strategy. "Social media has ushered in a new reality for marketers looking to play in the big game, and it’s allowing brands to create deeper narratives, engage fans earlier on and create greater buzz by releasing teasers and assets online before the event.", writes Rae Annfera for Co.Create.

Proving a universal rule: It still pays to pay. 

Ram Trucks - "Farmer"


Taco Bell - "Viva Young"


Audi - "Prom"


Samsung - "El Plato Supreme"


 

Oreo - "Whisper Fight"


Best Buy - "Infinite Answers"


 Budweiser - "Brotherhood"


Milk Mustache - "Got Milk?"


Lincoln - "#SteerTheScript"


Beck's - Sapphire


Go Daddy - "Perfect Match"


Mercedes-Benz - "Soul"


Volkswagen - "Get in. Get happy."


Toyota - "Wish Granted"


Coca-Cola - "Chase"


Doritos - "Goat 4 Sale"


 Pepsi NEXT - "Party"


Pistachios - "Gangnam Style"


 

Which brand gets the gold in the 2012 Olympics? (Infographic)

 

Social media is definitely reshaping the 2012 Summer Olympic Games, or as they now call it, "the Socialympics." Brands have turned to this form of media in order to extend their scope beyond traditional formats. Youtube, Facebook and Twitter are playing a pivotal role in the amplification of brand messages and awareness, allowing viewers and non viewers to experience the games as never before.

Top contenders include McDonald's, Coca-Cola and Samsung, who have received the most number of mentions and blog coverage since the beginning of the year. But alas, not everything is set in stone - at least not yet. We've barely made it through the first few days of the games. It will be interesting to see how everything will shift during the course of the next few weeks. 

So far, McDonald's is the most talked-about sponsor, getting positive as well as negative reviews. Some viewers dislike the fact that the fast food chain is the main food sponsor - "McDonald's being the official food of the Olympics is like smoking being the official medicine of cancer." (@MensHumor)

Ouch. 

Check out StrategyOne's interesting infographic on the top brands with most online conversations:

Academy Awards 2012: Favorite Ads

 

Lights? Check. Cameras? Check. Commercials? You got it.

The 84th annual Academy Awards were nothing short of memorable and left us with the spirit of that old Hollywood glamour. The glitz, the ads and the magic of cinema make up what is perhaps one of my favorite nights of the year.

According to Mashable, "Social conversations have taken on an increasingly important role in the 2012 awards season." Even before the show, the Oscars red carpet received attention not only from viewers but from followers on interactive platforms all over the world, who noticed the stunt pulled by Sasha Baron Cohen a.k.a "The Dictator" on Ryan Seacrest, with the hopes of promoting his new film. A Twitter account that goes by the name of @AngiesRightLeg was created minutes after the star paraded herself into the stage and struck a pose that left everyone wondering "What's up with Angelina Jolie?" The Muppets, Cirque du Soleil and Diet Coke were just a few of the world renowned brands who combined their presence at the awards ceremony with a unique twist on social media.

But alas, let's hit the ads. From Diet Coke's tailor-made campaign for the Oscars, Ellen Degeneres' much talked about endorsement for the (newly refreshed) JCPenny brand, here are More than Branding's favorite spots of the Academy Awards 2012:

Diet Coke

Title: "Hollywood"


 

Johnson's Baby

Title: "You're going OK, Mom"


 

JCPenny (or now simply JCP)

Title: "Ellen: 50's Wake-Up"


Title: "Ellen: Roman Returns"



Title: "Ellen: Western Coupons"


 

Hyundai

Title: "Modern Life"


 

Mercedes-Benz

Title: "Art- The 2013 SL Roadster"


 

Kraft- Macaroni & Cheese

Title: "Diamond Jubilee"


 

Apple

Title: "iCloud Harmony"


 

Building Brands through Experiential Marketing: 11 Awesome Examples

 

There is a universal truth that stems from the most essential belief in psychology: we learn from experience. And that same principle applies to marketing. The way a brand functions and the feelings it evokes within us are vital to the ultimate perception we possess of it.

As markets oversupply, the process and methodology through which we communicate a product's attributes is just as important as coming up with those specific attributes. Focusing on delivering experiences is an ideal way of developing relationships and bonds that enable brands to grow over time.

As the name implies, experiential marketing refers to the customer experiences with a brand, product or service that allow users to interact in a sensory way. It triggers motivation more than any other channel of communication and instigates word-of-mouth. Brands that excite people have more strength in the subconscious level of the mind since it stimulates the neural region that makes decisions.

What are some of the benefits of implementing an experiential marketing strategy?

    • Generate awareness
    • Create an emotional connection
    • Develop positive perceptions
    • Show off its attributes
    • Gain credibility
    • Guide preferences
    • Stimulate purchases

If you are interesed in implementing this sort of approach, start off by asking yourself: is my brand exciting, exhilarating, fun, relaxing, stimulating, etc.? Which sort of associations will I stir up in the mind through this stunt?  Will the experience impact the human senses? (sight, sound, scent, taste, feel) If so, which? How will it make people feel? Would they want to use the brand?

To kick-off the week, More Than Branding brings you 11 examples of experiential marketing at its best:

NATIONAL GEOGRAPHIC - "Augmented Reality"


ASICS- "Run with Ryan"


MERCEDES-BENZ - "Looks fast. Even in park."

SPANAIR - "Unexpected luggage"


TROPICANA - "Brighter mornings for brighter days"


COCA-COLA - "The Coca-Cola friendship machine"


FOX CRIME - "Interactive Billboard"


GRANATA PET STORE - "Snack Check"


VOLKSWAGEN - "The fun theory"



HARPER COLLINS - "This dark endeavor"


BAR AURORA & BOTECO FERRAZ - "Drunk Valet"