For this blog post, I will be referencing Megan Marrs blog entitled “Super Bowl 2012 Commercials: Which Advertisements Won?”
For marketers, one of the biggest decisions they encounter is trying to find the ideal place to show their advertisements. For most, the Super Bowl provides this ideal place. It has an enormous viewing audience of over 93 million viewers, which includes people from almost all possible target segments. However, this magical television slot isn’t cheap to grab, with companies paying an average of $3.5 million for a 30-second commercial. An additional reason, besides just to appeal to the viewers watching the Super Bowl, is to create an after-buzz. This years Super Bowl did just that, as it was the most tweeted sporting event in history with over 10,000 tweets per second.
Now, as for which advertisement won… Megan posts 9 commercials on her blog, each with their own, different segmentation and positioning strategies. The things that appear to work without fail are babies, dogs and nostalgia. On the other hand, she claims that commercials that use big stars and more historically correct ads aren’t working as well. I believe that the main thing advertisers need to work on is creating a new, fresh idea that creates a conversation and ultimately awareness. Although these are obviously hard to come by, I believe the benefits the company will see from investing the extra money is worth the cost. Chevy did a great job of advertising their new Chevy Sonic car by teaming up with the band OK Go. In this commercial, they used an innovative technique in collaborating with an up and coming band, showing how their car can endure rough condition, while at the same time creating an awesome music video.
http://www.wordstream.com/blog/ws/2012/02/06/super-bowl-sunday-commercials