30-second abstract:
- Asked what they sit up for about the Super Bowl, 20 % of respondents in a latest survey mentioned it’s the ads. That’s second solely to watching the precise sport.
- Selligent Marketing Cloud’s CMO, Niki Hall, highlights the most important advertising and marketing and branding lessons from this yr’s prime Super Bowl ads:
- Lesson #1: Don’t attempt to be one thing you’re not
- Lesson #2: Let prospects get in on the enjoyable
- Lesson #three: Don’t complicate your message
- Lesson #4: Remember, it’s simply promoting
Super Bowl Sunday was as soon as once more the night time when everybody will get a go (soccer pun!) to inhale approach too many snacks and chug that further beer they in all probability don’t want. It’s additionally when everybody seems ahead to the most recent and biggest Super Bowl ads.
Asked what they sit up for about the Super Bowl, 20 % of respondents in a latest survey mentioned it’s the commercials. That’s second solely to watching the precise sport (34 %)! To feed such a hungry viewers, manufacturers are digging deep into their wallets.
In the NFL Super Bowl LIV, a 30-second advert value $5.6 million in keeping with The Hollywood Reporter. But throwing cash by the handfuls doesn’t equal advertising and marketing success. Post-game, each spectator can have an opinion on which have been the most shocking, the funniest, and who had the most important flops.
Here’s my post-game evaluation that highlights greatest advertising and marketing and branding lessons from this yr’s prime Super Bowl ads:
Lesson #1: Don’t attempt to be one thing you’re not
Major information this yr included Coke’s return to Super Bowl ads – after sitting out the 2019 sport – to introduce its new Coke Energy drink.
The Coca-Cola Company is launching an vitality drink and coming into a market already cornered by the trifecta of Red Bull, Rockstar, and Monster Energy.
Interestingly, they’ve employed Martin Scorsese to endorse it. Competing manufacturers depend sports activities legends like Shaun White and Tony Hawk as spokespeople so Coke’s alternative is a little bit of a head-scratcher.
Jaideep Kibe, VP of Coca-Cola, tells AdvertWeek’s “Coca-Cola tries to show up in places that are surprising.”
Sure, however are we actually speculated to imagine Scorsese was dancing at a strangely-themed costume social gathering (which is certainly NOT a Super Bowl social gathering… but additionally in all probability not a Halloween social gathering… I’m fairly confused on this one however let’s transfer on).
If they needed to stay with this concept, it in all probability would have made extra sense to change Hill and Scorsese’s roles.
Maybe there may be an alternate actuality by which all this is smart. Maybe there’s a degree of supposed irony with selecting a 77-year-old serious-Hollywood kind.
Either approach, it seemingly falls flat. At first look, it seems downright thirsty (as the youngsters say lately) — like somebody attempting very arduous to be one thing they’re clearly not.
Instead, entrepreneurs are higher suggested to information their model picture by realizing their viewers. Better but, know who truly buys your stuff (the 2 usually are not at all times the identical).
Trust intelligence from client profiles and knowledge bases to ship long-term engagement, not only a fast caffeine buzz.
Lesson #2: Let prospects get in on the enjoyable
The beverage market is cooling on home beers, largely as a result of millennials have change into obsessive about arduous seltzers. Budweiser is throwing its hat within the ring with Bud Light Seltzer, a brand new beverage endorsed by millennials’ different huge obsession: rapper Post Malone.
Post Malone is a protected wager on the subject of model ambassadors – he’s lengthy been linked to Bud Light, even doing a dive bar live performance tour sponsored by the model. Taking his relationship with Bud Light to the subsequent degree, Post Malone filmed two completely different variations of his 60-second Super Bowl advert for the brand new drink.
Next, it was as much as prospects to vote which one ought to air throughout the huge sport. Millions of feedback later that they had a winner (and a viral sensation on their fingers).
Both ads are hilarious — the face tattoo element alone knocked this out of the park; each, deserving of the spot. Bud Light’s play right here was rooted in alternative and buyer empowerment.
Post Malone’s Instagram submit garnered over 2M views and 81Ok+ feedback in a matter of days. Marketers can rating main factors by letting prospects management their advertising and marketing content material.
Lesson #three: Don’t complicate your message
And this yr’s What-The-Heck-Did-We-Just-Watch-Award goes to: Audi!
The German automobile maker’s 2020 Super Bowl advert depicts actress Maisie Williams of Game of Thrones fame stalled in rush hour site visitors, surrounded by annoyed drivers in fume-emitting autos.
Next, for causes unknown, the theme track from Frozen kicks in and Williams decides to ditch site visitors and ‘Let it Go’ by placing the pedal to the medal in her electrical car.
As I watched Maisie Williams drive into the sundown, concluding a pro-environment business by an vehicle producer, I used to be left a bit baffled. But the video description on Audi’s YouTube solely provided:
Join Maisie Williams singing Disney’s ‘Let It Go’ from Frozen, and Audi as we drive to a extra sustainable tomorrow in an all-new Audi e-tron Sportback. The solely factor you won’t be capable to let go of, is the track.
What I can’t let go of is the query “what was the point?” Arya Stark deserves higher, as does the viewers. Twitterverse appeared to agree:
Customer confusion can take many varieties, with one of many greatest missteps is sending the mistaken model messages, like welcome emails to long-time rewards members or cart reminders lengthy after an merchandise was bought.
Instead, use good automation and evaluation to ship a constant CX. Otherwise you would possibly as effectively simply let it (and by ‘it,’ I imply your prospects) go…
Lesson #4: Remember, it’s simply promoting
Sure, Super Bowl ads are main productions with huge budgets. But do we actually want trailers to tease them forward of sport day?
This yr, stunts like Budweiser’s 46-second trailer for his or her business or Doritos’ 1-minute teaser for his or her advert that includes Sam Elliott alongside Lil Nas X acquired appreciable pushback from media retailers, together with VICE.
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The world doesn’t want commercials about commercials. Even throughout the greatest sports activities occasion of the yr. Although it’s tempting to achieve the biggest doable viewers for the latest vitality drink or arduous seltzer, entrepreneurs may even see higher outcomes by serving the precise message to potential prospects, on the precise time after they’re prepared to purchase.
Niki Hall is CMO of Selligent Marketing Cloud, overseeing its world go-to-market technique. Over the course of her 20+ yr advertising and marketing profession, Hall has specialised in world development and operational efficiencies for a few of tech’s largest firms, together with Cisco Systems, Polycom, and Five9, the place because the VP of Marketing she efficiently positioned the corporate as a digital enterprise cloud chief. Her main focus at the moment is driving demand era; managing product, shopper, accomplice and subject advertising and marketing and communications; and spearheading Selligent’s world model initiatives.
