It was the Super Bowl again in America, when champion teams clashed to win the National Football League trophy. It was also the time when brands locked horns to get the aspired slot during the half time entertainments and grab maximum eyeballs.
To say the least, if it is the super bowl, a marketer knows well that he has the attention of a lot of people at a single place, at one time, in an exclusive commercial break. This is good enough to make the mark and seal the deal. So, what’s the mantra?
Tease: If marketing gurus are to be believed, a lot of people await commercial breaks during the Super Bowl and a teaser can just do the magic that a brand seeks. For a brand, dropping off hints with the help of a teaser may help bring consumers back, looking for the whole story. The advertisement for Samsung, this year, was the perfect tease for the brand and the game without bargaining on the humor.
Sponsor: This is the most run-of-the-mill idea, but provides for maximum visibility. However, this may also mean that there is a good investment required to book the slots, arena space, jerseys or anything. At the end of it all, it promises to pay big dividends.
Engage: Super Bowl polls and voting are popular way of engaging the consumers, who love to play. It mostly associates with game based questions like guess the team that takes home the trophy, or for voting exclusively for brands. Coke ended this year’s Super Bowl ad asking who amongst the chasers, is going to win the race. Watch this.
The Mecca of all American football leagues has ended and so has the fest for brands. But come next year, and one can witness some outstanding creativity and brand strategies playing in the Super Bowl half time. Who knows? The preparations might already be in swing to woo the audience and take home a chunk of the consumer base.
Image courtesy Keloland