Super Bowl 50 is the one of the most advertised sporting events throughout the entire year. The #SB50 certainly falls into Kerpen's definition of hypertargeting from Chapter 2 to reach those who are online during and after the game (Kerpen, 2015, p.25).
For this week's blog assignment:
- Please post what your favorite traditional commercial was during the football game and why?
- Did the company tie in any social media campaign for the same commercial?
- If so, then what tactics were used to reach it's targeted audience to keep the buzz going online?
- Did you participate with any of the online events hosted by the NFL or it's sponsors?
- Was it in the company's best interest to spend $5 million dollars for 30 seconds television ad as the right advertising approach or should the business have spent the funds differently?
Kerpen, D. (2 015). Likeable social media (2nd ed.). New York : McGraw Hill Education
Super Bowl 50 Ads 2016 Sneak Peek
My Response:
ReplyDeleteMy favorite commercial during Super bowl 50 was Wix ad, which promotes DreamWorks Kung Fu Panda 3, as well as a business’ need to have a stunning website. I liked it, but that’s probably because I love DreamWorks movies, and I can relate to the content of the commercial. In Po’s desperate attempts to promote Ping’s Noodle Restaurant, Master Shifu reminds Po that all he needs to start with is a stunning website.
Wix integrated the social media campaign #StartStunning. They also released 4 teasers before the Super Bowl, and created an interactive, online hub for fans, where they can view Mr. Ping’s Noodle Restaurant website, watch the teasers and game day commercial, take a career quiz, and tweet for a chance to win an iPhone.
I think Wix did a great job of engaging their target audience before, during and after the game by utilizing social media and integrating it with their website. According to AdAge, Wix made the most of their money by attracting a record 36.5 million online views to their YouTube channel (2016, para. 1). Wix aired one 30-second ad and attracted more views than Hyundai (35.9 views) and Doritos (33.1), which aired multiple commercials during the Super Bowl. It was good for Wix to air their commercial during the Super Bowl, as it gave them increased reach, and they had no competition during the event from other website building companies. Wix’s pre-marketing and post-marketing efforts definitely helped in getting a response.
I didn’t actually watch the Super Bowl (not a big football fan, and I can watch the commercials online after the game), and I didn’t feel the need to participate with any of the company’s tactics to keep buzz going. I was definitely not among the companies’ target audiences.
References
AdAge.com. (February 8, 2016). Wix.com wins super bowl advertisers' battle for online views - see the full ranking. Retrieved from http://adage.com/article/the-viral-video-chart/ad-age-super-bowl-chart-2-8-16/302586/
http://www.startstunning.com/