Super Bowl Playbook:
Time to Score a Digital Marketing Touchdown
With 30-second Super Bowl ad spots costing over $5 million, digital marketers must derive a game plan to maximize dollars spent. Brands are using digital strategies across mobile, social and other internet platforms to optimize content.
One strategy is to pre-release or leak an ad to generate buzz around the brand before the commercial airs live during the Super Bowl. Unfortunately, this tactic generated a mixed response from viewers who watched Gillette's newest commercial. For this year's Super Bowl, Gillette used a non-traditional approach. In the world of digital marketing, there is a segment of content called "progressive advertising". Going out on a limb, Gillette released one of the most progressive pieces of content for this year's Super Bowl.
In its two-minute digital ad entitled "We Believe", Gillette sends somewhat of a polarizing message to viewers addressing the topic of "toxic masculinity". Touching on the topics of bullying, masculinity and harassment, the shaving company conjured up a roaring reaction from viewers. Interestingly, the ad doesn't even touch on shaving or razors. Not your typical lighthearted or humorous Super Bowl commercial. Despite the controversy, Proctor & Gamble, Gillette's parent company, has generated 65.4 million views on the internet. As the saying goes, "Any publicity is good publicity."
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