Superbowl Commercials and Wisconsin’s Brand Champions
As a Wisconsin-based business, all eyes were on the screen during yesterday’s Superbowl. But as a marketer, I especially enjoyed some of the interesting advertising and branding aspects as well as the big win over the Steelers!Here’s some interesting ad-related info I came across:
This year’s 30-second television spot cost a whopping $3 million dollars! Compare that to the price of a spot in 1967 – only $40,000! Even when adjusted for inflation, the 1967 media time tops out at just over $260K. Take a look at the costs year by year. It is estimated that about half of viewers are there only for the commercials – not the case in Wisconsin this year!
Social media and traditional broadcast are becoming more entangled – with commercial “sneak peeks” on Facebook, social media contests and even custom hashtags to drive Twitter feeds – you can see the advertisers attempt to move a traditional media to a Marketing 2.0 philosophy!Social media also brings us a great new way to “rank” tv spot popularity. Already the “most shared” Super Bowl spot of all time before it aired during the game, the Volkswagen “The Force” is going to be hard to top!
The second “most shared” ad only aired on television one time in history. As my favorite television spot of all time, Budweiser’s tribute to 9/11, the reach of this spot has far surpassed the one-time media investment made in 2002.
But most interesting to me is the amazing Green Bay Packer brand! As a marketer, it’s my goal to move organizations from low levels of customer awareness and loyalty to a position of trusted and valued friend.
Throughout their years as an organization, the Green Bay Packers have achieved brand greatness throughout the state. With green and gold in every aisle, 13 lanes of 3 people deep at the grocery store and Packer merchandise around every corner, I’d argue that retailers and grocers in Wisconsin don’t have to wait till November for “Black Friday” to make a boom! This year, they’ve got “Green and Gold Sunday” to kick start the economy!
It’s brand loyalty at its strongest. Even our blue and orange neighbors to the south must admit, they love to hate us! Congrats to the Pack and all the fans on a great victory!