Wow! Four million bucks for a :30 ad? Seems like Super Bowl communications is only for the Super rich.
Maybe not. If you’re really smart and ready to do things differently, your brand can make a huge, more credible impact than even the big buck boys.
During last year’s Super Sunday, this point was driven home.
The big winner of last year’s “ad bowl”? Some very smart marketers who took advantage of a weird scenario that nobody could have predicted and they created tremendous buzz about their brand…for pennies.
Remember last year when the power went out in the New Orleans Superdome during the first half of the big game? It was bizzare. As all the lights went dim and TV screens were darkened, the San Francisco 49ers and Baltimore Ravens just stopped and kind of wondered around the field aimlessly. People at home were left bewildered – looking at each other and smirking, “what now?”
At this weird moment in big time sports history with everyone a little confused, the social media masterminds at Oreo tweeted:
“Power out? No problem. You can still dunk in the dark”
The tweet was sent out to Oreo followers with those clever words and a simple visual of a solitary Oreo cookie in the dark.
It hit a chord. In fact, it was retweeted 15,000 times. Folks glanced down at their smart phones and howled as they received this mobile quip. People at parties were left commenting about how clever Oreo was.
And, following the event, there were all kinds or articles written about how smart Oreo was. Again, reinforcing the modern relevance of this age-old brand.
As Frank Holland of Microsoft advertising commented, this advantageous move made Oreo “seem more clever and relevant than any of the other brands that had spent months [and millions] preparing for their big 30-second moment of fame during one of the most watched TV events of the year.”
Great lesson in how to make an impact for your brand in today’s communication saturated world. Be smarter. Look for opportunities to match your brand with a relevant event. Show that your brand is in touch with what is going on today.
So, watch out. In this week’s Super Bowl, you can bet there will be company tweeters and marketing experts just trying to emulate Oreo’s last year success story. Could be painful…
Interception? You can still intercept a great loan rate at Wells Fargo bank!
First down? Be the first down at Red Lobster for all you can eat shrimp!
Touchdown dance? You and your new mate will be doing your own special dance after meeting on eHarmony.com.