Tuesday, 29 January 2013

SuperBowl 2013: The Talent Show of Ads (interrupted by a game of football)

How often do advertisers get the opportunity to enter into an Ad Talent Show guaranteed to be viewed by more than 110 million viewers? Viewers however should be forewarned that the ads will be interrupted briefly by grown men in tights running around chasing a football.

SuperBowl 2013 is right around the corner for our North American ad lovers, (and also for football enthusiasts). Ad agencies across the US have been preparing for the ‘ad talent show’ for months. With 30 second advertising slots devouring up to $4 million of a company’s advertising budget, advertisers have 30 seconds to showcase their product, make it memorable and convince customers that clear benefits exists for their product. No pressure.

A few strategy savvy companies such as Coke have decided to make every one of their hard earned advertising dollars count by creating a social media buzz around their SuperBowl ad. Their campaign features a ‘pre-ad’ to be aired in the weeks leading up to the big game where by viewers can vote to influence how the Coke ad pans out on the big day. Viewers not only can vote for their preferred ending, but they can also vote to sabotage other people’s votes. This strategy adds to the level of competition and consumer engagement. The most voted ad ending will air right after the whistle is blown announcing the end of SuperBowl 2013. Another simple and memorable marketing strategy.

What marketing strategy has stood out for you in terms of SuperBowl ads?

Mina D’Souza
Current student in the Master of Marketing program at the University of Sydney Business School


  1. Kate Upton promoting Mercedes Benz will work for me. LOL. That commercial adds an extra oomph to the car. I have found a site where you will be able to watch all the teasers at a single place. You can watch that too at Game day ads. It is so much fun to watch all these teasers.

  2. I'm sure that Kate Upton will be a favorite with SuperBowl fans. Clever ads built on well researched insights provide powerful messages that resonate well with target audiences. It should be interesting to see which ads are the most memorable with viewers this year.

  3. Thanks for ad teasers link, we'll definitely check them out. Any other favorites?

  4. This strategy adds to the level of competition and consumer engagement.

    Glyn Willmoth