|Pre-Super Bowl Commercial Momentum Online
By: Tiana Tucker
The Super Bowl is one of the most anticipated moments in American television, including both the moments happening on field and during the televised commercial breaks. Today, with 30-second Super Bowl advertising spots costing more than $3 million dollars, advertisers are under pressure to engage audiences and convince consumers to interact with their ads beyond the television screen.
This year’s big game is still a few days away and some brands have already teased their Super Bowl commercials via social media or are seeking consumers’ help in putting together the final version before it airs on Sunday. Pizza Hut and Doritos have invited consumers to create their own commercials. Pizza Hut is playing with the relationship between the second part of its name, “hut”, and its frequent use in football games by quarterbacks. On Friday, Pizza Hut selected 18 winning clips from the online submissions it received to be complied into one spot for the final Hut, Hut, Hut, commercial to be aired on Sunday. Doritos’ Crash the Super Bowl campaign asked brand enthusiasts to become filmmakers and create a Doritos commercial for the game on Sunday. Facebook fans have had more than three weeks to vote for their favorite commercial and today is the last day to vote for one of five videos that have been selected as finalists.
Pepsi, the Super Bowl half-time sponsor, is inviting consumers to submit photos of themselves and their friends to be included in the Super Bowl halftime opener. The brand even bought digital display advertising space in Times Square to help promote its role in the game on Sunday, where it featured a collection of user-submitted photos and promoted the #PepsiHalftime hashtag.
Budweiser isn’t asking for much help from its fans to produce its commercial, nor has it released any of the four Super Bowl spots early. Budweiser has vaguely alluding to the release of something on February 3, 2013, which is the date of the Super Bowl with a black image featuring brief copy each week that is likely referring to the new Black Crown drink. Yesterday, the brand announced on its Facebook page that a new Clydesdale foal will be the star in its Super Bowl ad and called on fans for help naming the little guy by leaving a comment on the Facebook post. This post alone received more than 9,000 comments and more than 16,000 likes.
Some of the major brands that have released Super Bowl teasers online include Volkswagen, Toyota, Taco Bell, Coca Cola, Hyundai, and a few others.
Tiana Tucker is an Online Marketing & Communications Assistant at the Danish Institute for Study Abroad in Copenhagen, Denmark. Learn more about her at: about.me/tianatucker.
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