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Food for Thought: How Advertisers Can Stoke Super Bowl Buzz Year Round

When it comes to reaching a mass audience, TV is the undisputed king of all media (sorry, Howard Stern). Or is it? In this column, originally published in Adweek, Radha Subramanyam of Clear Channel Media and Entertainment demonstrates how radio delivers not only reach, but receptivity and the sense of community consumers want. Read on for insights on how marketers can create Super Bowl-style results with the original social medium:

How Advertisers Can Stoke Super Bowl Buzz Year Round

Look to radio for reach, receptivity and community By Radha Subramanyam

Football fans around the country geared up for weeks before last Sunday’s Super Bowl between the Baltimore Ravens and the San Francisco 49ers and their opposing coaches—brothers Jim and John Harbaugh, who took sibling rivalry to new heights.

The big game did not disappoint.

From the power outage to the 49ers mounting an almost-comeback to that electric Beyoncé performance—there was no shortage of drama. And the commercials were no exception.

For marketers, advertising during the Super Bowl is a once-a-year moment of unprecedented reach and consumer attention. Never does advertising have a more captive audience. But most brands can’t afford the $3.8 million it takes to buy just a 30-second spot. What’s more, everyday TV buys don’t come close to generating the awareness of a Super Bowl spot—and in fact, can be a fumble for brands.

The magic of the Super Bowl ad spectacle is that rare alchemy of reach, receptivity and community. Don’t underestimate the power of community; at a time when we are more plugged in than ever through email, Twitter and Facebook, what many of us actually yearn for is to feel really connected. That’s the feeling we get when we’re sitting around the living room with family and friends, engaged in a common experience—like the Super Bowl. But if you want to achieve Super Bowl-sized results all year, radio is the only medium that delivers a Super Bowl kind of reach, receptivity and community year round.

To read the full column, click here.

Photos from StillForJapan

On Monday, July 11, the hustle and bustle of Times Square was momentarily interrupted by a message to observe the four-month anniversary of the devastating earthquake and tsunami that hit northern Japan.

Here are some pictures from the event and the organizers who donated their time and efforts to the cause, including DGC, McKinney, instructors and students from the VCU Brand Center, Dentsu Corp., Clear Channel Radio, AICP, Mirada/Motion Theory and Sacred Noise.

“Still for Japan,” was conceived by Kaede Seville, a Japanese national based in New York, who covers the ad-marketing industry for several Japanese-language publications in her native country.

If you couldn’t make it to Times Square on July 11, you can still donate your moment of stillness at www.stillforjapan.com. Let the people in that country know that the world has not forgotten them.

Vodpod videos no longer available.

StillForJapan: An Initiative to Support Tsunami Victims

Monday, July 11, was the four-month anniversary of a devastating earthquake and tsunami that hit northern Japan. The fall out from the catastrophe continues though there is now scant coverage about Japan’s suffering in U.S. newspapers and broadcast outlets.

A dedicated group of marketing professionals sought to change that with an event to mark the date in Times Square. “Still for Japan,” was conceived by Kaede Seville, a Japanese national based in New York, who covers the ad-marketing industry for several Japanese-language publications in her native country.

STILLForJAPAN Launch in Times Square on Clear Channel Billboard

STILLForJAPAN Launch in Times Square on Clear Channel Billboard

On a digital billboard owned by Clear Channel Spectacolor in Times Square (which donated the use of the screen), a message flashed asking passersby to observe a moment of stillness as a way to let the Japanese people know that they are not forgotten. The goal is to reach one million minutes of stillness. No money is being solicited.

If you couldn’t make it to Times Square yesterday, you can still donate your moment of stillness at www.stillforjapan.com.

DiGennaro Communications along with ad agency McKinney, Dentsu Corp., Clear Channel Radio, AICP, Mirada/Motion Theory, Sacred Noise and instructors and students from the VCU Brandcenter all donated their time to this effort.

You can watch McKinney’s agency director of communications, Janet Northen and the VCU Brandcenter students responsible for the creation of the StillForJapan idea discuss the initiative at Times Square during the launch below (website created by McKinney):

To read initial coverage regarding the StillForJapan effort, check out these articles: PRWeek and PR Newser.

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