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The Super Bowl Sneak
By: Dwayne W. Waite Jr.
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Everyone has heard of the "Christmas Creep"; the phenomena that occurs when Christmas shopping, decorations, and "merry spirit" creeps a little bit closer into the fall. Down in our area, the South, we started to see and hear Christmas-related material right after Halloween.

Turkey, smur-key.

And now, the advertising industry is experiencing something similar. The "Super Bowl Sneak," the phenomena that occurs when brands begin to announce their ads and plans for Super Bowl advertising, starts well before the new year. Yes, barely a college bowl game as been played and we're talking about Super Bowl advertising.

The most expensive 30 seconds you'll ever experience.

It has been tradition that brands and agencies wait until after the new year to announce what they plan to do with their $3.8 million dollar advertising spots. But as advertisers get a better hold of social media, and realize how people enjoy sharing in the Super Bowl advertising fun, announcements and activities are happening well before the big game.

If you are spending nearly $3.8 million for the spot itself, you might as well.

The NY Times reports that Gildan Activewear, SodaStream, Lincoln, and Oreo are all making their first Super Bowl appearances. Oreo, the brand that could claim the Super Bowl Sneak crown, announced its intentions in October. Mercedes-Benz, though not a newbie to the dance, also announced its intentions.

The article notes too that these first-timers are trying to get attention before the "heavyweights" (Coca-Cola, Go Daddy, etc.) weigh in.

What we are most interested in is how Super Bowl advertising is evolving. With the fragmentation of media, we figured that Super Bowl advertising would be on the decline. But that is far from the case: now brands can implement marketing activities across multiple channels before the game, with the Super Bowl ad acting as a climax for the campaign. In theory, the strategy should prove to be very effective. 

We'll have to wait until February to see how the brands use the Super Bowl Sneak to their advantage.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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