For some, the Super Bowl is the highest display of athletic prowess, eagerly anticipated all year. For advertising freaks like us, we wait for the ads.
We have a feeling the Broncos will not be the only stars this Sunday – This year, brands are going the extra yard to change up their strategies. Last year, brands such as Budweiser and Taco Bell won the laughs and recognition of viewers nationwide – but who is getting a slice of the Super Bowl advertisement pie this year? According to Forbes, brands from H&M, GoDaddy, Pepsi and Ford are taking a slice, and paying the whopping $134,000 per second to do so (http://onforb.es/1b4MuhQ).
As the only retailer to buy air time this year, H&M is making its second Super Bowl appearance, with an ad similar to its 2012 spot by again featuring soccer star David Beckham and the brand’s Bodywear line (http://nyti.ms/1bvEJBp).
Although the new ad will feature the same celebrity, it has a distinct difference from Beckham’s first appearance – interaction. Viewers are invited to vote for one of two endings to the 30-second Super Bowl commercial, allowing viewers to create what they want to see. Consumer interaction is vital in today’s marketing– now more than ever, consumers are talking amongst themselves about brands, so as a company, it is important to not only hear what consumers are saying, but listen.
Vote for your favorite ending here: http://bit.ly/1jyhEVt
GoDaddy, a brand known for its provocative and gutsy Super Bowl ads, will launch a new image this year, and is using its Super Bowl ad to kick it off. The ad features NASCAR star Danica Patrick and a group of body builders running until they end up at Selena’s Spray Tan. The ad is part of a corporate makeover, and reflects a major shift in GoDaddy’s messaging (http://usat.ly/1ff6dOI).
Watch the new GoDaddy ad here: http://bit.ly/1aXIT8n
Pepsi, who in the past has purchased multiple Super Bowl ad spots, is ditching the multiple 30-second strategy, and trading it for a single 30-second ad. The brand is putting their hail mary behind its sponsorship of the halftime show, starring Bruno Mars and The Red Hot Chili Peppers. Rather than focusing on the product, Pepsi is focusing on the brand as a whole. The altered strategy allows Pepsi to take the “Masterbrand” marketing approach that will translate into fewer stand-alone ads for sub-brands like Diet Pepsi (http://bit.ly/KPA2eL).
Another brand using a different strategy this year is Ford. The Super Bowl ad regular will run a pregame ad, featuring actor James Franco, after the coin toss but before the kickoff. A pregame ad will cost Ford 2.5 million, compared to an in-game spot costing 4 million (http://bit.ly/1cpuEKG). The new strategy was put in place because it gives Ford the chance to buy into the game without paying full price.
Which brands are you most excited about seeing during the Super Bowl? Tell us below or on our Facebook page.