Super Bowl ads are GoDaddy’s domain
1. The two-week pregame
With so much money invested, brands are increasing their exposure prior to the game in the hopes of building up momentum and stretching out the period of relevance for each campaign. Honda HMC 1.04% already has raised eyebrows with its released spot for the Honda CR-V, in which a paunchier, older Matthew Broderick invokes the memory of Ferris Bueller, playing hooky from a film shoot around Los Angeles. The online video, telling a longer version of what game-day consumers will see of Broderick’s “day off,” already has over 5 million views on Honda’s YouTube channel.
Volkswagen, meanwhile, took a different route. It put out a teaser ad that tied together 2011 and 2012’s spots, well before the game. Uploaded to YouTube on January 18, “The Bark Side” video of …show more content…
Frito-Lay’s strategy? To use crowd-sourcing for its ad spots. In its “Crash the Super Bowl” contest, Doritos enthusiasts submit their own ad and five finalists as voted by internal judges and fans. Two of the five finalists get their ad to run during the game. This year’s contest featured almost five hundred thousand votes and over six thousand submissions, according to Tony Matta, vice president of marketing for Frito-Lay. The finalists can win $1 million if they finish first in the USA Today Ad Meter, among other benefits. Matta, who’s working on his first “Crash” campaign this year, argues that the strategy makes sense on multiple levels: Frito-Lay benefits from the creative juices and humor of a wide swath of people, while engaging fans of the brand. The cash prize certainly helps, but Matta also envisions the scheme helping creatives launch Hollywood careers. (The winner gets to collaborate with the Lonely Island comedy group on a future
1. The two-week pregame
With so much money invested, brands are increasing their exposure prior to the game in the hopes of building up momentum and stretching out the period of relevance for each campaign. Honda HMC 1.04% already has raised eyebrows with its released spot for the Honda CR-V, in which a paunchier, older Matthew Broderick invokes the memory of Ferris Bueller, playing hooky from a film shoot around Los Angeles. The online video, telling a longer version of what game-day consumers will see of Broderick’s “day off,” already has over 5 million views on Honda’s YouTube channel.
Volkswagen, meanwhile, took a different route. It put out a teaser ad that tied together 2011 and 2012’s spots, well before the game. Uploaded to YouTube on January 18, “The Bark Side” video of …show more content…
Frito-Lay’s strategy? To use crowd-sourcing for its ad spots. In its “Crash the Super Bowl” contest, Doritos enthusiasts submit their own ad and five finalists as voted by internal judges and fans. Two of the five finalists get their ad to run during the game. This year’s contest featured almost five hundred thousand votes and over six thousand submissions, according to Tony Matta, vice president of marketing for Frito-Lay. The finalists can win $1 million if they finish first in the USA Today Ad Meter, among other benefits. Matta, who’s working on his first “Crash” campaign this year, argues that the strategy makes sense on multiple levels: Frito-Lay benefits from the creative juices and humor of a wide swath of people, while engaging fans of the brand. The cash prize certainly helps, but Matta also envisions the scheme helping creatives launch Hollywood careers. (The winner gets to collaborate with the Lonely Island comedy group on a future