Auto makers of luxury brands utilizing Super Bowl XLV to take the plunge into social media
January 26, 2011
By Guest Blogger, Donna DeClemente, Donna's Promo Talk
It's still ten days away before we see the Green Bay Packers and the Pittsburgh Steelers compete for the Vince Lombardi trophy in Super Bowl XLV. They say that there aren't two teams in the NFL that have a more passionate fan base known to travel anywhere in the country to see their teams. So Texas, you better be prepared!
This year it appears the automotive industry is buying the most commercial time of any advertiser category in and around the game. About nine different automakers will advertise from economy makes like Chevrolet, Hyundai and Kia to luxury brands like Audi, Mercedes-Benz and BMW.
Audi holds a prime spot in this year's big game for the fourth consecutive year, with a bold ad set to air in the first break after kick off. The car maker is also airing a TV commercial prior to the Super Bowl called “Goodnight,” which is about the trappings of luxury. It is inspired by the the 1947 children’s book by Margaret Wise Brown, one of the best-selling children’s books of all time. The 60-second spot says goodnight to the age of old luxury, defined by gluttony and excess, and features the all-new 2011 Audi A8 flagship sedan. Check it out:
Mercedes-Benz has launched "The World's First Twitter-Fueled Race," which awards two, 2012 C-Class Coupes to the two-person team of social-media wizards that accumulates for Mercedes-Benz the most social-media
Back in December Mercedes-Benz USA issued a casting call on its Facebook page for social-media users who wanted to compete in its Twitter-Fueled Race. The four two-person teams have now been chosen and will embark on Feb. 2 from one of four cities — New York, L.A., Chicago or Tampa — in specially outfitted Mercedes-Benz vehicles, headed to Dallas. Fans can learn more by "Liking" the MB Tweet Race Facebook tab page and following the race here on Twitter.
The Super Bowl ad debut for Mercedes-Benz will have a humorous cameo appearance by hip-hop star Diddy, aka Sean Combs.
I started off my Super Bowl XLV posts a couple of weeks ago with this post Super Bowl XLV predicted to be the Digital Social Super Bowl which it is definitely shaping up to be. Stay tuned for more posts on how marketers are integrating social media into their Super Bowl campaigns this year.
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