STATE OF AMERICA
Ads People Choose – Billions of times during 2012 Americans did something voluntarily that they dislike doing when they don’t have the choice: watch a commercial. The YouTube division of Google has released its annual list of the Top 20 commercials watched on YouTube, aptly titled Ads People Choose. According to YouTube, the list was compiled using a combination of factors that signaled viewer choice such as number of views, viewer rating, and how much of the spot the viewers decided to watch. The list is an eclectic mix of spots. Whatever the origin of the commercials – whether from event TV programs like the Super Bowl or online video clips – people demonstrated they will gladly watch a commercial if it is their choice to do so.
BRAVE NEW CONSUMER
Super Bowl Spurs TV Sales – When it comes to the Super Bowl, consumers are thinking one thing: is my TV big enough to host a Super Bowl party? The big game, according to annual TV sales, is a big incentive to buy. Those who are thinking about hosting a Super Bowl party are especially keen on upgrading to a bigger and better set.Given that it has become cheaper for manufacturers to make TV’s and because they introduce new models at the Consumer Electronics Show in January, stores can easily put current models for sale. As a result, prices have steadily declined, making it easier for consumers to justify indulging in a Big-Game-size set. Price-tracking site Decide.com reports many sales rivaling those found during the holiday shopping season. “This is one of the best times of the year to buy big, flat-screen TVs,” says Decide.com CEO Mike Fridgen.
SMART BRANDS
Pepsi Puts The Public In A Super Bowl Ad – In a cool initiative that puts fans in the spotlight, Pepsi is using half of the 60 seconds it bought in the Super Bowl to introduce the halftime show, headlined by Beyonce. The brand has crowdsourced the introduction to Beyonce from the public. People are asked to send photos of themselves doing specific movements, such as shouting, head bopping and feet tapping. Up to 400 of the photos will be compiled to make the spot. “It really begins with the insight that Pepsi consumers want to be active participants, not observers of life,” Adam Harter, VP-consumer engagement of PepsiCo said. Last year Pepsi launched Live For Now, a global campaign meant to position the brand on the pop culture forefront around the world. “The halftime show, just ‘Brought to you by Pepsi,’ may register some awareness. With this spot we’re hoping for a bigger takeaway than just Pepsi is the sponsor,” said Angelique Krembs, VP-marketing for trademark Pepsi.
BRIGHT IDEAS
| BRAVE NEW CONSUMER Super Bowl Spurs TV Sales – When it comes to the Super Bowl, consumers are thinking one thing: is my TV big enough to host a Super Bowl party? The big game, according to annual TV sales, is a big incentive to buy. Those who are thinking about hosting a Super Bowl party are especially keen on upgrading to a bigger and better set.Given that it has become cheaper for manufacturers to make TV’s and because they introduce new models at the Consumer Electronics Show in January, stores can easily put current models for sale. As a result, prices have steadily declined, making it easier for consumers to justify indulging in a Big-Game-size set. Price-tracking site Decide.com reports many sales rivaling those found during the holiday shopping season. “This is one of the best times of the year to buy big, flat-screen TVs,” says Decide.com CEO Mike Fridgen. |
| SMART BRANDSPepsi Puts The Public In A Super Bowl Ad – In a cool initiative that puts fans in the spotlight, Pepsi is using half of the 60 seconds it bought in the Super Bowl to introduce the halftime show, headlined by Beyonce. The brand has crowdsourced the introduction to Beyonce from the public. People are asked to send photos of themselves doing specific movements, such as shouting, head bopping and feet tapping. Up to 400 of the photos will be compiled to make the spot. “It really begins with the insight that Pepsi consumers want to be active participants, not observers of life,” Adam Harter, VP-consumer engagement of PepsiCo said. Last year Pepsi launched Live For Now, a global campaign meant to position the brand on the pop culture forefront around the world. “The halftime show, just ‘Brought to you by Pepsi,’ may register some awareness. With this spot we’re hoping for a bigger takeaway than just Pepsi is the sponsor,” said Angelique Krembs, VP-marketing for trademark Pepsi. |
| BRIGHT IDEASSuper Bowl Ads Kickoff Early – The content of Super Bowl ads were once a closely guarded secret. This year, instead of waiting to air commercials during the big game, many companies are teasing what is in their ads and hoping to stoke early interest on social media. Not so long ago it was thought that releasing a Super Bowl commercial early would dilute the impact the ad could make. But today many advertisers believe that releasing their commercials early to the public will help them get ahead of the pack. The game changer is of course social media. Social media has provided advertisers with many opportunities to build buzz and anticipation for what advertisers are going to be doing for the game. Sponsors say they believe the additional publicity stimulates not only word of mouth, but also increases interest in viewing the commercials when they finally run in the game. A recent poll by advertising agency Venables Bell found that a third of Americans will seek out Super Bowl ads before kick-off this year, and after the game one-half will re-watch their favorite ads.
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ON THE RADAR
Follow Me: @Budweiser – Budweiser recently joined Twitter and sent out its first-ever tweet asking fans to name their newborn baby Clydesdale using the hashtag #Clydesdales. The foal will star in the brand’s traditional 60-second Super Bowl ad.
Try This Site: For cord-cutters looking to catch the big game on Sunday, CBSSports.com will stream the Super Bowl for free beginning with pregame activity at 11AM ET and kickoff at 6:30PM ET. Online viewers can choose from different camera angles, and all commercials shown during the television broadcast will be available for online viewing on the sites’s video player immediately after airing.
Watch This: The Super Bowl is a few more days away, but the Web is already buzzing about many of the teaser content and full ads that have already been released. FastCompany compiled a list of the ads worth watching. If you can’t wait until Sunday, you can view them here.
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