Kickoff for the 2013 Super Bowl is now less than a week away and hype for all the upcoming Super Bowl commercials is already in motion.
It’s no longer enough to merely advertise on the Super Bowl. If you’re not leveraging your commercial before, during and after the game you’re missing out.
Doritos is now in its seventh year of their “Crash the Super Bowl” promotion where they sponsor a contest that’s open to anyone to create their own commercial for Doritos. The finalists get put onto a website that lives on Facebook and people vote for their favorite. (https://apps.facebook.com/crashthesuperbowl/)
This is truly leveraging the power of social media and congrats to Doritos and their agency, Goodby, Silverstein & Partners – (who I personally consider to be the most creative agency on the planet). Each year, they wade through more than 6,000 entries, boiling their list down to a few that the American public casts their vote to determine which spot gets to air during the game. I was partial to ‘Fashionista’ but apparently ‘Goat’ has a big following as well.
Coke has jumped on the you vote to decide bandwagon with their Coke Chase campaign. (http://www.cokechase.com/index.html)
Here you find three groups – Cowboys, Cheerleaders and BadLanders doing their own, ‘Amazing Race’ to get to the cherished Coke at the end of their journey. There are all sorts of ways you can throw curveballs at the participants and stop them on their quest. It’s involving but in the end, you find yourself on this site and you ask, “What am I doing here, anyway?”
Wasting time, all in the name of Coke – but it is involving.
You’ll see plenty of automotive advertising this year as well. Hyundai has made a huge investment, purchasing five commercials. Here’s one of them which I like though it seems that virtually any car manufacturer could make this claim. (http://www.autoevolution.com/news/hyundai-sonata-turbo-2013-super-bowl-commercial-stuck-video-54488.html)
Mercedes-Benz has me a bit confused. They have this one teaser spot featuring Kate Upton that is both sexist and stupid. (http://www.automedia.com/Blog/post/Mercedes-Benz-Teases-Super-Bowl-Ad-With-Awkward-Kate-Upton-Video.aspx)
Then the Mercedes website has a much cooler and better produced teaser spot on their website utilizing a Rolling Stones track that makes me want to see more. (http://www.mbusa.com/mercedes/benz/innovation/future/model-2014_CLA#module-1?utm_source=Google&utm_medium=cpc&utm_term=mercedes_cla&utm_campaign=Brd%7CGGL%7CSCH%7CCorp%7CCLA-Class%7CExact%7CPC&utm_content=%7C16946310927)
Toyota also has a fun teaser spot starring Kaley Cuoco that makes me look forward to what’s next … (http://www.superbowl-commercials.org/18461.html) while Audi lets a teen take dad’s car out for prom night and online viewers got to vote to determine which of three potential endings to the commercial we’ll actually end up seeing during the game. (http://www.sbnation.com/nfl/2013/1/28/3921172/2013-super-bowl-commercials-ads-audi-prom)
From what I’ve seen so far, Volkswagen has one winner that actually shows their vehicle (http://jalopnik.com/5979495/2013-volkswagen-super-bowl-ad-turns-suburban-office-workers-into-jamaicans) and one loser of a spot that could be for anything but just so happens to end with the Volkswagen logo – but maybe I’m wrong and this is just a teaser. (http://www.superbowl-commercials.org/17961.html)
But enough about cars. What about beer? Anheuser-Busch will be debuting its Budweiser Black brand. The teasers didn’t do much for me and they seem to be jumping on the Black beer bandwagon a little late. Speaking of bandwagons, the Clydesdales will be present again as will Bud Light with their Stevie Wonder “Superstition” executions, this time zeroing in on New Orleans, site of the Super Bowl and all sorts of different superstitions.
I viewed a few more spots – Wheat Thins has a fun one and the biggest surprise to me is Go Daddy. They’re getting away from their Danica Patrick days and actually have a spot that ties back to what they do and why you should use their service and does it in a fun way – what a concept. (http://www.superbowl-commercials.org/18361.html)
As the week goes on, I’m sure more Super Bowl commercials will be released and of course you’ll be able to see all the spots online in one place the day after the game versus having to jump through hoops like I’m making you do with all of these links.
I’m simply adding to the hype and I’m already looking forward to Beyonce’s halftime show – who knows if it will match Madonna’s performance from last year or end up on this list … (http://www.policymic.com/articles/24251/super-bowl-halftime-show-2013-the-best-and-worst-performances-ever)
Keep the hype rolling.