For the last few years, advertisers have used social media teasers in hopes of cultivating additional interest and intrigue for impeding Game Day ads.
From obscure behind-the-scenes photos or video to full-blown commercial-length preview spots, advertisers who committed to the Big Game made sure you stayed glued to the screen for their 30-seconds of fame.
But this year, previewing the WHOLE commercial spot!?
Tebow for T-Mobile, a Full House reunion over spilled Oikos, a Cheerios first, Clydesdale puppy-love, and Audi’s Doberhuahua. (Just to name a few)
I was browsing YouTube last Friday and the Volkswagen ‘Wings’ spot even popped up as a rollover.
At $4 million per 30-seconds, you’d think advertisers would want to keep things under wraps as long as possible. You know, really get their monies worth!
There is plenty of time to “go viral” POST game day! Seriously, why spend so much cash on a creative repeat?
Why advertise during the Super Bowl at all?!
Enter the brilliance of Newcastle Brown Ale.
So the promotion of Super Bowl advertising is evolving…fast.
If everyone’s Game Day ad is going to run BEFORE Game Day, there’s gotta be a way to capture similar hype and just skip the placement (and GYNORMOUS cost) all together.
And that’s precisely what Newcastle did.
First of all, ever heard of ‘em? I hadn’t, but again, NOT a beer drinker.
Their “If We Made It” campaign is pure genius.
The whole premise was built around the notion that Newcastle had every intention of producing a spot for the Super Bowl, but then didn’t. It was too expensive, the story concepting process was mismanaged, (never mind that Budweiser basically owns the Super Bowl).
Popping up nearly a week in advance, the campaign’s hub, www.ifwemadeit.com, is self-deprecating humor at its best.
Video testimonials by:
- Actress Anna Kendrick, sitting in hair and makeup, going off on the brewer while doing a little self-diagnosis in the process. “I’m hot. But, like, ‘Beer Commercial’ Hot?”
- Former NFL wide receiver Keyshawn Johnson takes us through a story board of how he was to provide voice over for a skateboarding cat. “Bad decisions. Bad management. Bad Newcastle.”
- A series on a focus group session where Newcastle gauges REAL audience reaction to the ‘concept.’ “It’s just all the worst trends. Feels a little desperate.”
But they didn’t stop there.
On Super Bowl Sunday, Newcastle watched the actual ads along with us, ‘recreating’ a selection of them via storyboard animation. Selected ads that Newcastle made more ‘MEGA HUGE’ included Wonderful Pistachio, Chobani and GoDaddy (twice), just to name a few.
Seriously, when you consider it costs $4 million for 30 seconds. And that’s just placement, never mind all the costs associated with the spot’s production…
Newcastle spent less, built MORE and, by most estimates, stole a huge handful of exposure and acclaim at this year’s Super Bowl.
…without actually producing a spot FOR the Super Bowl.
Hats off, Newcastle! Can we expect a Part 2 in 2015?
Afterthought: What’s next in the Super Bowl Advertising Evolution?
If everything is previewed in advance, how will marketers in the next 3-5 to 10 years REALLY secure (actual) Game Day impact?
Answer: Total Shock and Awe
Think mega-huge giveaways, a total change in brand or positioning – no previews or warnings, no hints whatsoever we’re talking Beyoncé surprise-album-dropping-at-midnight hysteria here.
Brands have dabbled with it already. Denny’s Free Grand Slam breakfast in 2012. Really two this year: U2’s “Invisible”, given for free in support of (RED) and eSurance’s $1.5M post-game spot savings giveaway.
Every brand, each more shocking then the last (all, no doubt, with paths into social-share). But wouldn’t that make for a thrilling night of TV? Almost like watching a high-stakes sporting event, or something!
Can’t wait. :)