The 2011 Superbowl is no doubt one of the most viewed events in television programming with over 111 million people watching in America alone. Although the NFL finals is the highlight of this event, sports fans are were also entertained by the commercials aired during the 3 hour program. In UBC, the various advertisments from Doritos, Heineken,Best Buy and other sponsors and partners created quite a stir about the super bowl weekend besides the intense game between the Pittsburgh Steelers and the Green Bay Packers.
Based on abc’s show Good Morning America, they believe that the Doritos Pug commercial is bby far the favorite amongs all the other advertisments aired. Next to this were Best Buy`s Bieber and Ozzy tandem as well as Chrysler`s Eminem appearance,who effectively communicated their their product towards their intended viewers. As a result it created a positive impression of their product towards the viewers. It was through their ability to elicit response and emotion through their referent endorsers that made the minimum 3 million dollar investment worth while.
On the other hand, there were also some who actuallycause some controversy in terms of their advertising message and method of communication. In particular, Groupon, a deal of the day coupon provider, did the exact opposite and elicited negative opinions and attitudes regarding their company. The advertisment featured Tim Hutton who was initially talking about the serious issues Tibett faces then awkwardly shifts the focus to groupon`s amazing deals regarding Tibettan food. It seemed to look like a spoof for public service announcement done by celebrities. However, the advertisment did not evoke humour amongs its viewers rather of disgust and disappointment. Based on our marketing discussion about word of mouth marketing, I guess this negative effect caused by this add would not only cause viewers to have negative attitudes but also cause them provide negative insights about the company resulting to negative word of mouth marketing. You can view the video at the bottom taken from Youtube.
