So I was reading blog posts published by Influential Marketing Blog and had this post really get my attention – “The Best and Worst of Super Bowl Marketing Strategy 2011“.
Since the high popularity of the game, the price of commercials for Super Bowl is rumored at $3 million every 30 seconds. Indeed, this is absolutely a great chance for brands to be recognized and added to their potential domestic or global consumers’ retrieval set or even evoked set when making a purchase decision (news reported that this year Super Bowl has set record with 111 million viewers in US).
Among all the commercials begin listed, I will focus on the 2 commercials which I regard most effective and least effective.
Most Significant Actual Announcement: Best Buy
So Best Buy is now providing this “Best Buy Buy Back Program”, which is a pioneering service in the industry. I agree with the blogger that this commercial is certainly a significant announcement, especially to those who have desire to keep up with the latest technology but at the same time concern about the cost of buying the high-tech products. Moreover, I think Best Buy is more targeting on younger generation consumers, Generation Y and Tween, who have immense buying power and regard technology as necessity in their daily life.
In addition to that, Best Buy is now even auctioning the costumes worn by Ozzy Osbourne and Justin Bieber in the commercial and all the money will be donated to charity, which certainly builds up a good image for Best Buy.
Most Unintelligible Ads: Chater.com
As commented by the blogger, “the creative execution was incomprehensible, offered no details about what the site actually was or why anyone should care”. Honestly, that was the same thought I had in my mind after watching this commercial. It failed to deliver the most important message to its audience. How are they going to expect more people to use their product without telling people who they are and what they do?