Are you ready for Super Bowl XVLII? The marketing hype has begun.
January 09, 2013
By Guest Blogger, Donna DeClemente, Donna's Promo Talk
It's January and that means were now in the playoffs of the NFL season and looking forward to Super Bowl XVLII which is scheduled to be played on February 3rd at the Mercedes-Benz Superdome in New Orleans, home of the Saints. The game will be broadcast by CBS which has been charging a record high of $3.7-$3.8 million for each 30-second ad. Some of the big brands have already started rolling out their marketing campaigns. To help get the most for their money they again are including sweepstakes and contest promotions. Here's a look a couple of them.
Pepsi has teamed up with Beyoncé who has been chosen as the top performer for the Super Bowl halftime show. The Pepsi Super Bowl XLVII Halftime Show Promotion launched on December 29th and invites participants to enter by uploading images of themselves in a series of specific poses that may be used in the on-air intro video as Beyonce takes to the field. Each day, up until January 19, participants can upload up to 50 photos that follow the "Assignment of the Day"to this mobile-optimized website. The Pepsi Photo Gallery is already full of photos of people jumping in the air, tapping their feet, shouting, bopping their head, and more! Here's the promo video:
Photos can also be entered in the contest portion which goes till January 19. A panel of judges will review the photos and choose up to 1,000 that will be included in Pepsi's Super Bowl ad.The only monetary value of the prize is a coupon for a free 12 oz. can 12 pack Pepsi product worth $4.99.
Pepsi had announced that just a few days into the promotion it had already received thousands of images from users.They have been promoting the campaign on Times Square billboards and locally in New Orleans, where another 50 winners and their guests from Pepsi retail partners in the area will attend the game live.
The annual Doritos Crash the Super Bowl ad contest is back again! They started accepting submissions back on October 8 and closed it on November 16. The judges have since then chosen the five finalists which can be viewed and voted on now here on their Facebook App up till January 28.
The ads are very similar to what we've seen in the past...cute babies and kids, dogs, animals, stupid guys and some groin humor! I was liking the first one with the little girl and the dog, but didn't like the turn it took at the end. I won't divulge it, so you have to watch them. What's new is a "behind the scene" video that interviews the entrants. So I'm wondering how much these will be viewed and what influence they may have on the votes.
Each finalist will receive a prize consisting of $25,000 and a trip for two to attend Super Bowl XLVII including round-trip air transportation, five night hotel accommodations and two tickets to the Game. Two of the finalist's submissions will be considered the Grand Prize winners and aired during the Super Bowl XLVII broadcast (last year I think they said two, but ended up showing three).
There is no monetary value associated with the Grand Prize, however, if one of their ads is awarded one of the top three spots according to the USA TODAY Super Bowl Ad Meter, that Grand Prize Winner will receive a bonus of $1 million for landing the #1 spot, $600,000 for landing in a #2 spot, or $400,000 for landing in a #3 spot.
This year the one Grand Prize Winner whose submission ranks highest on the Ad Meter will also be invited to join movie director/producer Michael Bay and/or his associates on an unpaid independent contractor basis on the set of the next TRANSFORMERS movie. Which why this year's contest is called "Director's Cut with Michael Bay".
Doritos has added a Facebook Star Rating System this year to the promotion just for the fun of it. Facebook fans could view and rate Submissions on a five star scale on following eight categories: Best Pint-sized Performer; Best Supporting Babe; Most Powerful Doritos; The M.V.P. (Most Valuable Pet);
Weirdest Workplace; "Straight A" Award; Sweetest ‘Stache; and Best Glass Shattererbut. These "Nacho Average Ad Facebook Awards" already took place between the end of the contest period and the announcement of the finalists, and apparently had no bearing upon the judges' finalist selections. Each award winner received a Nacho Average Ad Awards trophy and a one year supply of Doritos. Sorry, but I don't know who these Nacho winners are.
I'll be posting about more Super Bowl XLVII promotions and ads from now till the big game, so stayed tuned. It'll be interesting to see what teams end of making it there. Just won't be the same without the New York Giants!
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