Many of my students have enjoyed Jeremy Pepper’s post about Super Bowl ads and PR. If you haven’t read it yet, please visit Jeremy Pepper’s post about Ramping up for the Super Bowl.
For a class exercise, we’ll be following the use of YouTube, iFilm, Revver, Google Video, et.al. (social video sharing sites) in the promotion of products/programming or pretty much anything else. We are looking for specific instances where social networks, CGM and/or PR played a role.
We’ll also look at marketing communication campaigns like GM’s igotshotgun – Blog and their myspace.com “I Got Shotgun!” sites. Heavy use of video there. Emily Melton, our lovable and quirky Auburn PR alum, is working with the campaign. Cheers for Emily! Hey, it took her to the Super Bowl. Read Emily’s latest igotshotgun post. You’ll note, on the MySpace site, the personal info on the person that set up the site reads: “Female, 21 years old, NEW YORK (where she’s headquartered), Alabama (where she’s from), United States.” Well, that’s Emily. She initially set up the site, I imagine.
As for ads, one example this year is the Anheuser-Busch Budweiser promotion of upcoming 2007 Super Bowl ads. We saw them all last night, right? If not, there is a full catalog of them at iFilm – Super Bowl Ads 2007.
This strategy essentially turned YouTube into a serial cliff-hanger delivery medium. (Oh, how the social media purists will hate that “medium” remark. So, let’s call it a “space” for them.)
Unless you’re my age, or older, you likely don’t know about the Saturday morning movies that we attended with glee. Back then the movie was actually a long series of several cartoons and short films, called serials. The end of each serial usually had a car flying off a cliff, or some such catastrophic event. The freeze frame ending always brought us back.
They also ran trailers, or promotions, for future films/serials and those did the same thing. Trailers, I’m sure you’re familiar with, but now it is different. Movie trailers have been uploaded in several social video sharing sites before. But, have you ever seen a promo for an upcoming commercial before?
Previously, it was a bit of a scoop if someone was able to get a clip. Today, they are being given away in the hopes they’ll be written about, talked about and even posted in blogs. This is a new twist.
Budweiser’s tactic this year seems to have had the same effect. Some of you watched the Super Bowl, not only for the game, but also to see what the little Budweiser dog finally found. Why? Because you were teased at YouTube.
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First, just to establish what kinds of ads are considered great and effective, let’s start with the ad widely considered to be the best Super Bowl ad of all time. Later, we’ll see what AdAge’s Bob Garfield thought of this year’s ads. Then, you may visit the Super Bowl ad min-site at iFilm. For more on ads …
Apple’s Macintosh Ad – “1984”
Did that ad generate any word of mouth? Read this history of the spot from Curt’s Media and you decide.
With CGM introduced to Super Bowl ads, we can say “Welcome to the Brave New Ad World.” (Inside joke. Expect a post soon.)
Now, here is Budweiser’s ad teaser compilation from 2007.
We will continue to look for new additions to YouTube. For now, here is a search for “super bowl ad” on YouTube.
Did you notice the Doritos “Live The Flavor” ad? Anything unique about that? Think CGM – consumer generated media.
Were there any other CGM ads? View the Bob Garfield review of Super Bowl ads at AdAge.
See the Doritos promotional site with the finalists (click thumbnail to the right).
So, we have marketing, advertising and PR at work. How so? Let’s discuss integrated marketing communications.
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