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Posts Tagged ‘Deadspin’

Super Bowl Advertising Update

Posted by sportsmarketingguy on January 29, 2009

Super Bowl Advertising:  Some interesting news on this front. After it was reported earlier this week that NBC had 10 spots remaining in their ad inventory, NBC Sports & Olympics Chair Dick Ebersol came out Tuesday and said that only 2 ad spots remained and that all of the ads sold for at least $2.4M with a “large number of them” being sold for $3M earlier this fall before the financial crisis.

Quick Hits: On Super Bowl advertising and a couple of ads I addressed in my last blog.  I highlighted the Coca-Cola Mean Joe Greene ad as one of the Super Bowl classics.  Coca-Cola is airing an ad that will feature current Pittsburgh Steelers S Troy Polamalu that “will be different.”  Will this be a classic?

Monster.com shared some insight into their Super Bowl ad plans on Fox Business saying that one of their ads would be humorous and the other would appoint a fan to the new position of “Director of Fandemonium” and would include a $100,000 signing bonus.  At first glance, this move seems to be a curious PR stunt that doesn’t make a lot of sense given the economic uncertainties.  But a closer look and I recall that in November, Monster announced a multi-year marketing deal with the NFL to become the league’s “Official Career Services Sponsor.”  It was also reported at the time that Monster would work with the NFL to create a year-long promotion that would kick-off at Super Bowl XLIII.  To me this ad is part of supporting Monster’s activation strategy for the partnership and makes a ton of sense.  I always preach sponsorship is useless if you are just putting your name on a billboard and you have to activate to resonate.  I give Monster credit – what better way to launch the year-long initiative then to let people know they could be the first “NFL Director of Fandemonium” during one of the most watched events of the year?  Although I would have wanted to have a message point on this to use when Fox Business questioned whether this was frivolous.

Bud Bowl I was another ad I mentioned in my previous blog entry on Super Bowl Advertising. Turns out, there were two finale’s that never aired (the first can be seen below)!  An equally better ending Grant Pace mentions when he lays it down in a  Q&A on Deadspin.  It would have been instant classic without a doubt – can anyone say Heidi Bowl?

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