The Super Bowl is a huge television event, which
brings in millions of viewers. This presents the opportunity to share ads on a big
platform. Many people are as excited for the ads as they are for the game. When
considering the high costs of advertising, a company must determine if it is
worth it. Since it’s a game you can’t usually can’t fast forward during ads if
you want to watch the game in real time. It offers an opportunity to use traditional
television ads that have been slowly becoming less effective with current streaming
and fast forward TV features. With so many viewers, the goal of advertising
during the Super Bowl is to be the ad that people remember and talk about.
Budweiser’s commercial was considered
one of the most successful ads aired. The “Puppy Love” ad had an emotional
appeal by showing the friendship between a cute puppy and a Budweiser’s iconic
Clydesdale horse. This ad has been very popular with viewers with well over 45
million views on YouTube. It was successful at being the ad that people
remembered and talked about well after the game was over.
Esurance bought the ad space for the ad right
after the game. The concept being they saved $1.5 million dollars by doing so,
so they were going to take that money and give it away to someone who tweeted
#EsuranceSave30. I thought this was a great strategy to reach more viewers.
They successfully combined a traditional TV ad and social media with a call to
action. This had a great response with 2.39 million people entering the contest
by the following day. Nancy Abraham, Esurance VP of advertising, expressed that
by saving 30% or $1.5 million dollars on advertising that this showed that this
a company for people “…who want to do business with a company that is fast [and]
efficient.”
Esurance made advertising during the Super Bowl worthwhile despite the cost.
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