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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"


 

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"


 

May “The Force” of VW be with you…

 

Tiny magic hands, John Williams and a Darth Vader suit. That's all you need to sell a car. Or to summon it, I suppose we could say...

Volkswagen America recently unveiled two new ads for the all-new Passat and for the 2012 Beetle that are scheduled to run during this year's Super Bowl. Agency Deutsch L.A. Inc. teamed up with Lucasfilm Ltd. to produce "The Force", a commercial that features a child dressed as Darth Vader trying to use his powers to invoke the things around him. That is, until he manages to finally to do so. And when he does, boy, is that funny...


Three things I find interesting about this particular spot:

'Tis all about the angle from which you tell things:  

Consider that VW was actually not the first to come up with the "remote start" feature in an automobile- other brands such as Lexus were ahead of the game in that particular aspect. But just because you were not the pioneer and inventor of an attribute, does not mean that when the time comes for you to implement it, the impact and outcome can't be as effective.  The way you say things is just as important as what you say. Focusing on the delivery of a message might take people's mind off the timing in which you brought something to the table.

Message:

There are several things being told to us in the commercial. My take is that VW is attempting to permeate to an upper middle class and does so by sending out a message through what seems as a "picture perfect" family...  A bright and suburban home with a child that is loved by his parents in their own way- the mom cooking for him and the dad looking forward to hugging him after a day at work- the relationship between them both... the folks of VW want to make the new Passat an aspirational product. Here's what I read on the VW USA website: "The people want German luxury sedans without the German luxury price tag... Premium without the premium." Enter the new Passat.

Star Wars:

I couldn't help but notice the use of the Darth Vader character... Is it a mere coincidence that the Star Wars saga is being revamped and re-launched a few months from now? Perhaps Lucas saw this as the perfect way to start firing up the engine from an early stage and getting everyone to start talking about the iconic character. Whatever the reasons, all I can say is that it was one heck of an cameo for millions to watch during the Super Bowl... excellently played.

The second vid, called "Black Beetle", is the first look into the new Beetle- the 21st Century Beetle to be exact- through computer generated images that show the petite animal running and out-performing all the other animals he bumps into... A bit of foreshadowing perhaps?

Enjoy!