Wix, the web development platform, has just announced that it is returning to AdLand's shining showcase, the Super Bowl. The press release explains that Wix's internal creative team will be working with Dreamworks Animation to create their second Super Bowl appearance.
Wix was brand new in its Super Bowl stardom and garnered a lot of attention with its "It's That Easy" campaign featuring Brett Favre and other popular sports figures and celebrities. What is interesting is that Wix is deciding to work with a film studio directly rather than an agency acting as middleman and creative consultant. Do agencies need to worry about other big brands doing this? It's possible, but nothing major enough for brands to worry about right now.
Wix also released some data based off its Super Bowl appearance last year. According to Wix, after the airing, 300 million people interacted with its campaign. If the ad cost them around $4.5 million dollars, it turns out to be about $.015/per person.
As Wix's CMO Omer Shai said, it's a no-brainer to return.
But after such a huge turnout, can Wix honestly expect a response as big as last year’s? Looks like we'll get the chance to find out.