The year final is a massive face off between The New England Patriots and Philadelphia Eagles in Super Bowl 52 on Sunday Feb. the 4th. More than 100 million viewers are expected to tune into NBC’s live TV broadcast of the NFL championship game and millions more will stream online, a colossal audience for brand engagement in the US and around the world.
Advertisers scrambled for a space or slot to show case their product in the biggest sport event in the U.S. The Super Bow could be describe as the only annual media event where a substantial portion of the U.S population gathers at the same time in various locations to watch the same thing, which is why, its a commercial heaven for advertisers. a good portion of the 100 million viewers says the ads are the main reason while they tune in on the event
Cost of Advertisement on Super Bow
Advertisers are paying a hefty amount of money to capture a sliver of audience attention and engagement on social media about the ads. A 30 seconds adverts costs 5 million dollars for this years Super Bow.
The hefty $5 million price-tag for a 30-second commercial is hardly a deterrent when you have a stage as big as the Super Bowl the granddaddy of all ad buys in U.S Sports Media events.
Digital Profiling
But a Super Bowl ad doesn’t just end when its 30 seconds on TV are up; it triggers a response or behaviour, buzz in viewers brain or lives in ways they might not realise.
Companies are now tracking how consumers reacts on social media to their ads in super bow. they have gone another level up by studying how the brain responds to them. By one estimate, 78 percent of Super Bowl viewers will engage with social media while watching the game. When they do so, they will supply valuable data for digital marketing profile.
When individual audience members share an ad or make a comment about one on Facebook, Twitter or Instagram – either during the game or after – those posts are tracked and catalogued. They become part of a digital profiles for target marketing.
This year the ads theme seems to be based on how FUNNY it is. Some ads are just funnier, crazier or more emotional than others, creating a buzz before they even hit the TV screens on the big game day.
Image Recognition Engine
Super Bow advertisers are seriously interested in the party side of the game which is quite an interesting concept with the Image Recognition Engine. but when you display a product using social media you’re are providing information that’s valuable to advertisers.
Image recognition engines can determine the preferred brands of users through the photos they post on social media. Mike Mozart, CC BY
Even an innocuous Super Bowl party selfie can be mined for advertising gold. For example, Coca-Cola recently used image recognition engine to identify people who posted pictures in which they appeared happy or excited with cans or bottles of their competitors. Coca-Cola then targeted these people with ads for their products on 40 mobile sites and apps. So if you’re holding a can of Miller Lite or a bag of Doritos, Budweiser and Pringles might take note.
The world of Digital marketing is just mind blowing and can only get bigger when all these data is collected analysed to produce more targeted, streamline and direct one to one marketing.
Amobee tracked engagement around the digital content put out by brands around their Super Bowl commercials between January 1 and February 1, 2018, and compiled a list of the buzziest brands this Super Bowl.
“The campaigns that have been most successful this Super Bowl season have the commonality of celebrity appearances,” said Jonathan Cohen, Amobee’s principal brand analyst.
Below are the star studded ads creating the most buzz leading up to Super Bowl Sunday
10. Squarespace
Web-building company Squarespace is back at the Super Bowl for the fifth time with an ad featuring actor Keanu Reaves.
Reeves used Squarespace to host the website for his motorcycle brand, Arch Motorcycle.
Watch the ads here
9. Coke
Watch this year’s ad here
8. Doritos-Mountain Dew
Two PepsiCo. brands; one ad. This joint effort is definitely a lot of bang for Pepsi’s buck.
Peter Dinklage and Busta Rhymes team up to take on Morgan Freeman and Missy Elliot in this epic showdown between fiery Doritos Blaze and Mountain Dew Ice.
7. Groupon
Groupon’s staging a good Super Bowl comeback here. A new ad featuring comedian Tiffany Haddish, encourages users to support local businesses by shopping through Groupon.
What the ad here
6. Skittles
Skittles is intent on taking exclusivity to the next level. The candy-maker says its commercial this year will only be shown to one teenage fan, whose reaction will be shown during the game in a Facebook livestream. The strategy seems working alright so far.
Watch a teaser of the ad here
5. Bud Light
Bud Light hit cultural meme status last year with “Dilly Dilly.” there is a buzz around the latest iteration of the ad catchphrase.
The ad is very much like the penultimate episode of the last season of Game of Thrones, with a pinch of Bud Light humour added. It features an icy “Bud Knight” taking on a fiery dragon.
Watch it here
4. Amazon
Amazon’s star-studded 90-second spot is hilarious, and a recipe for success. It features a host of celebrities including Rebel Wilson, Gordon Ramsay, Sir Anthony Hopkins and even Amazon founder and CEO Jeff Bezos. It has been viewed over 8.5 million times already on YouTube.
Watch the ad here.
3. Pepsi
Pepsi also staging a significant comeback this year taking viewers on a nostalgia trip through the ages with its 30-second Super Bowl commercial spot. It brings together stars from across generations, including Cindy Crawford, Britney Spears, and Michael Jackson. Great Idea.
Watch the ad here
2. Tourism Australia
Tourism Australia has managed to ban-booze the internet into believing it’s doing a reboot of the ’80s hit Crocodile Dundee with a clever marketing stunt.
It includes Australian stars like Chris Hemsworth, Hugh Jackman, Margot Robbie and Russell Crowe apart from Danny McBride.
Digital engagement for the brand is through the roof, and has increased by 1,256%, according to Amobee.
Watch the ads here.
1. Budweiser
Budweiser’s philanthropic move this year seems to be paying off.
The brand highlighs its charitable side in this year’s Super Bowl ad, and how it has donated 79 million cans of water to disaster relief since 1988.
According to iSpot, Budweiser 2017 ads “Born the Hard Way,” which highlighted its founder’s immigration story, was also the most digitally engaged one out of the 170 Super Bowl ads and teasers that were released. This year Budweiser is still the leading brand in Digital engagement for this year Super Bow ads, top in two year running.
Watch this year’s ad here
So all in all The Super Bow is a superb digital marketing heaven to advertisers, the over $5 Million price tag for 30 seconds adverts doesn’t deter the advertisers, and to make the best use of the slot they have brought to town big screen super stars into the adverts.
