Sports and consumerism, what the USA does best! Adweek is keeping track of the brands and agencies that are participating in what's still the biggest advertising event of the year - the Super Bowl. For $4.5MM per 30 second spot, you too can reach one of the largest live audiences on TV - but which of these brands / agencies are also planning to complement their TV ads with online campaigns ready to take advantage of the hopefully spiked interest from the ads? As of 1/25/15, of the 28 brands listed in the article, 9 explicitly mention their plans for complementary digital ads or are enlisting internet celebrities (e.g. Youtube stars Dude Perfect and Roman Atwood). While the rest may be planning digital ads as well (lost opportunity if they're not), it's interesting to see the increased importance and need to explicitly explain not just the TV ad, but what the plans are to capture increased consumer engagement.
Several of the brands are planning "social media war rooms" (dramatic?) or have leaked teasers on Youtube or pre-launched in the weeks leading up to the Super Bowl (e.g. College bowl championship game, late night TV). One of the more interesting plans is from Newcastle Brown Ale, which technically isn't even advertising during the Super Bowl, but made the list anyway. They're planning a fake online ad that takes aim at Dorito's "Crash the Super Bowl" campaign, which builds on last year's surprisingly successful campaign with Anna Kendrick that ultimately was named the #1 campaign of 2014 by Adweek. Here's to nachos, wings, beers, and deflated footballs!
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