It is that time of year again to once again
assess the Superbowl and ask the pivotal question on everyone’s minds? Not why
the Bronco’s never showed up to the game but was the investment from brands
worth it?
Some of the companies on the above list
need to be held accountable for why they would decide to put so much money into
a one-minute advertising spot. But then there are some examples of companies
that have managed to utilize the Superbowl to their advantage whilst at the
same time creating value.
There will be many different ways to look
at the value. Some may determine that success meant an increase in page views,
others may look for an increase in units sold or products/services purchased
while others may want to determine how much buzz was generated around featured
brands.
As you can see from the above T-Mobile were
successful in taking a hot topic with the more involved viewer of the Superbowl
and tying to the message they were looking to communicate to support the growth
of the brand. For this The Brand Avenger much give a lot of credit. Bud light
was successful in creating an advert that gathered sufficient social media buzz
across Facebook and other sites so they also deserve kudos.
The Brand Avenger would argue that all of
the talk around value comes down to one simple and clear fact. To advertise
during the Superbowl can cost a company anywhere in the region of $4 million so
if you are going to invest that money you better be darn certain it’s going to
do something to return for your brand. But what about those brands who still
gather attention without having to spend a single dime on the special effects,
celebrity endorsements and glitz and glamour that comes with above the line.
That is why for The Brand Avenger the clear
winners for 2014 was JC Penney.
Controversy still remains over the use of
mumbled tweets but the fact of the matter is JC has raised product awareness
and attracted eyeballs to its product while not spending a single dime on the
game. It’s a shame the same can’t be sais for some of the other brands who
decided to put up millions of dollars for a flashy TV campaign.
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