Today marks the beginning of one of the most anticipated games of the year – the Super Bowl. Many eyes will be on the screen, and “yes, there’s a marketing super bowl going on at the same time as the game,” wrote Kate Sommers-Dale.
The Super Bowl marks a major event for marketing professionals as they attempt to capitalize on this massive marketing opportunity. So far, marketers’ efforts have paid off. Past Super bowl pre-game showings and events have delivered some of the highest television ratings, with its popularity exceeding entertainment shows like “Two and a Half Men.” Marketers have been so successful that they have attracted watchers beyond the typical Super Bowl fans. According to Bloomberg, while males watch the Super Bowl for football action, many females watch it for the ads.
Some of the best marketing ads I’ve seen so far have been attached to the games. Here’s one of many pre-posted Super Bowl 2013 ads:
https://www.youtube.com/watch?v=o2prAccclXs
Budweiser’s ad has effectively attracted much attention before the games. Its success can be attributed to its incorporation of the 3 attitudinal aspects – cognitive, affective, and behavioral. Its ad informs the viewers of its famous Clydesdales horses while evoking strong emotions and action from the viewer. Through the sweet reunion of the owner and the horse and the matching music with lyrics “even children get older”, viewers develop an emotional attachment for the Cydesdales. From there, Budweiser smoothly leads viewers, who feel for the situation, to act. Just as the horse’s emotions moved it to gallop to its owner, the viewer is moved to get involved by naming their newest foal.