Super Lessons From the Big Game
Posted by Dave McCue on February 17th, 2012
Advertisers shell out big bucks and roll out their best commercials to reach millions of viewers during the Super Bowl. Whether or not you’ve got that type of advertising budget at your disposal, a lot can be learned from the spots that aired during this year’s big game.
Think multi-channel
Chrysler’s “Halftime in America” featuring Clint Eastwood caused a big stir among viewers, but why stop there? Shortly after the commercial aired, Chrysler deployed an email message with a link to view the commercial. Not only did this strategy help Chrysler get in front of potential non-football fans, it also provided the commercial in an easily share-able format, helping expand the potential reach of the campaign into the social media space.
Familiar, or stale?
Nobody was surprised to see the Budweiser clydesdales, the Coca-Cola polar bears or GoDaddy’s latest “web content unrated” teaser, but at what point does the familiar begin to become background noise? It’s an important point of discussion for email marketers as well. If response rates aren’t where you would like them to be, it could be a case of recipients tuning your messages out. Try something new to get their attention.
Listen to your audience
Doritos’ “Man’s Best Friend” and Chevy’s “Happy Grad” both received high marks in the various audience polls conducted after the game, and both were user-generated contest entries. Does the audience understand brands better than brands understand themselves? Not likely, but from an email standpoint your audience can offer valuable insight into what “works” and what doesn’t in relation to your communications. See what they have to say, you might be surprised.
