Posted by Claire Eisenberg
Sunday night proved to be a bit of a bore with the Seahawks dominating the entirety of the game. So what kept us watching at DGC? The marketing showdown of course! Here are a few trends that emerged from the biggest night in advertising:
- Nostalgia trumped glitz: A lot of brands like Anheuser-Busch, Chevrolet and Maserati took the sentimental route, opting for feel-good over splashy spots. For example, Microsoft inspired us with a :60 spot narrated by Steve Gleason, a former NFL player with ALS, through the use of eye tracking technology on a tablet. Steve speaks about how technology has the power to “take us places we’ve only dreamed of” as we see images of technology helping a woman hear for the first time, a child run with prosthetic legs and an elderly man losing his eyesight paint.
- Brands ambush the Super Bowl: Brands that didn’t have TV spots during the big game got creative in how to reach large audiences. Newcastle was a winner, enlisting Anna Kendrick to star in its video “Behind the Scenes of the Mega Huge Football Game Ad Newcastle Brown Ale Almost Made.” While on the other end of the spectrum, jcpenney was sending out tweets filled with typos, calling it a stunt to promote its “Go USA” mittens. Other brands certainly had fun in the social conversation – Coors Light chimed in to suggest the department store drink responsibly and Kia offered a designated driver.
- Light humor reigned: There was far less over the top, slapstick humor during this year’s big game. Outside of the expected Go Daddy ad, brands and advertisers went with lighter humor. Take Volkswagen’s “Wings” spot created by Project: Worldwide agency ARGONAUT where every 100,000 miles, a German engineer received a pair of wings. And in TurboTax’s “Love Hurts,” the brand compared watching the game between two teams that aren’t your own to watching your crush dance the night away at prom with a cool dude that isn’t you. And, on another nostalgic note, DGC client David&Goliath brought us back to The Matrix in its newest spot for Kia.
- Double spots: Brands like Pistachio and Chevy doubled up on spots during the game. For instance, we got to see Stephen Colbert try to rely on his fame alone to carry the pistachio commercial but unfortunately fell short. In the second spot, the branding is amplified to the point where Colbert cracks his head open to reveal a pistachio inside.
And it didn’t stop there. Denver-based DGC client and Project: Worldwide agency Motive, along with Mekanism, created the Super Bowl Halftime Show for Pepsi. And DGC client Pandora hosted a “Pandora Presents” Event at the Bud Light Hotel in NYC on January 31. The show was headlined by Imagine Dragons, who just came off its well-received Grammy performance and Grammy award win the previous weekend.
We hope you enjoyed game day as much as we did. What was your favorite part?
Tags: advertising, Anna Kendrick, ARGONAUT, Bud Light, David&Goliath, jcpenney, Mekanism, Microsoft, Motive, Newcastle, Pandora, Pepsi, Pistachio, Project: Worldwide, social, Steve Gleason, Super Bowl, Volkswagen, Wings
Posted by the HIT board
MediaPost’s Editor at Large Barbara Lippert shares her thoughts on how this year’s Cannes International Festival of Creativity has evolved. Barbara describes how she has witnessed this festival transform from a small scale creative gathering into the “world’s fair for advertising”, aggregating clients, media people, and digerati from all over the globe.
Posted by Kathleen Sampey
Announcing the launch of a new social network in the days following Facebook’s intention to go public, is like publicizing attendance to a non-NFL football game in the days following the Super Bowl.
Why should anyone care? As marketing communications professionals know too well, that depends on content + context. If the non-NFL “event” was a pickup game that included Eli Manning and Tom Brady, it would get some significant buzz and interest, but even as an annual event, would hardly be any threat to the advertising and pop-culture bonanza known as the Super Bowl.
That’s the prism through which we are looking at this week’s news of Lady Gaga’s impending launch of a social network, Little Monsters, built around her fan base and predicted to resemble the new social media “it girl” that is Pinterest.
True, Lady Gaga has logged some impressive online milestones: 19 million Twitter followers and the first performer to reach 1 billion YouTube views of her videos. But 19 million is a far cry from 850 million and counting. With this in mind, we look forward to seeing how Gaga’s people will make this initiative come to life and continue to keep it fresh for her Little Monsters.
Posted by dgccontributor
by Shaun Quigley, mobile practice director, Brunner
A Year of “incremental improvement?”
LAS VEGAS — With Apple strikingly absent from this year’s CES, and with Steve Ballmer making Microsoft’s swan song at the world’s largest tradeshow, I had tempered expectations as I touched down in Vegas. And the show is delivering on that expectation: small, incremental improvements to things like TV and tablets.
Nevertheless, every tradeshow has a few golden nuggets. Here’s what we uncovered opening day.
App of the Day: EBay’s AWESOME augmented reality fashion app helps shoppers try on the product before they hit the store. http://www.youtube.com/watch?v=FmYZ1YImWIw
Content Consumption and Co-viewing. People are watching more TV than ever before. That consumption is the result of co-viewing (or multi-screen viewing) on tablets, smartphones and an increasing number of “ultrabook” options.
Smart TV. Executives from LG and Best Buy acknowledged that 40% of TVs being sold in stores today are connected, with projections of 90% by 2015. The smarter the TV, the more social the viewing experience. The more social the viewing experience, the more integration points for brands.
Communications Planning. Demographics are out. Contextual relevance is in. Also, media flowcharts are killing digital’s ability to make smarter, faster connections with consumers. (Why? Because it’s a line item that’s easy to cross off!). Industry must find a better way to present media plans.
Mobile Strategy. Business goals are different when your consumer is in the kitchen versus the store. Location awareness must factor into the strategy.
3D Everything. Last year there were just a handful of 3D enabled TVs on the showroom floor. Today there are hundreds. Implication for brands: how can your product experience reach out and touch someone?
Posted by Leo Tignini
Forgive my artistic license of interpretation, but there is a great line in Gladiator that can apply to the brand advertising world — “Win the crowd, you will win your freedom.” If you remember, this was said to Maximus (Russell Crowe) by his mentor before leading a band of gladiators to fight against the emperor’s men in the Coliseum.
Conventional brand advertising wisdom isn’t much different and often dictates that empowering your customers is a great starting point for success. This involves much more than just adhering to the old cliché that the customer is always right. In today’s Facebook generation, brands are starting to understand that consumers want social empowerment – they want to take credit for discovering that cool app their friends would want to use. Brands are deliberately blurring the proverbial line between themselves and the people they sell to for the benefit of getting their story told by the most influential people of all – their customers. If done right, consumer advocacy can be the most powerful tool in a brand’s arsenal.
According to Dietmar Dahmen, a Vienna, Austria-based ad man who was previously creative chief with BBDO (Vienna) and executive creative director at Ogilvy (Vienna), the best way to earn a thumbs-up from your audience is to address both your brand and your consumer in your advertising efforts. And the best way to think about this is from your consumer’s point of view.
With this in mind, Dahmen has created a system that lets a brand tell its story, making sure that the consumer sees it, loves it, uses it and promotes it.
One of the pillars of this system is called “My–vertising.” Focusing on the location and preferences of a consumer, My-vertising puts the individual in the center of the program. Imagine an app that shows a dog-owner only dog-friendly restaurants in his/her vicinity that are open now–that’s My-vertising. It cuts through the dense woods of over-information, showing you a few needles, but not the whole haystack.
As a result, My-vertising maximizes ego-relevance, and makes a consumer feel important because of what it does for his/her personal brand. This extends to sharing information about a brand on Twitter or Facebook. As Dahmen points out, Mike Arauz famously said: “’If I tell my friend about your brand, it’s not because I like your brand, but because I like my friend’ is just one more ‘I’ added to the already five I’s and my’s. Plus, I look cool doing so.”
Sharing information through social media is just another, sometimes faster, way of building one’s image.
We have to always remember that social advertising is essentially non-social. People collect friends to look cool, and they share information with those friends so they can be heroes to others. Your brand can help your consumers do that, and they will be grateful if it does.