http://www.cbsnews.com/8301-31749_162-57367680-10391698/super-bowl-ads-a-mix-of-celebs-dogs-and-a-good-story/
When you think of the Super Bowl, you think of football and the famous commercials that are talked about for days and days. This year it’s going to be a little bit different.
After reading the article you realize that companies are spending up to $4 million for a 60-90 second long spot. This has increased from the $2.7 million from last year. This time around the companies have releasing teasers to plug their spots for this year Super Bowl Sunday. The companies are also releasing full-length ads a week ahead of time. Brian Steinberg, TV editor at AD Ages states “It’s a way for companies to “whet appetites for their advertising.”” It clearly is working before the adorable “Star War’s- themed “Bark Side”” spot for Volkswagen has already 9 million views on YouTube and this number is still counting.
This year the companies are trying to get away from their usual story lines and making them based more on good stories and visually arresting scenes. The idea behind this, companies wants the viewers to talk about the commercials, make them memorable and long lasting.
Even though Kim Kardashian who starred in last year’s Sketchers ad is replaced by a French bulldog doesn’t mean that she won’t be in another commercial. Other celebrities that are announced to help out in certain commercials are; Jillian Michaels, Danica Patrick and also the new Pussycat Dolls for the Go Daddy Commercials. Victoria’s Secret Angel Adriana Lima will be in the Kia commercial.
Brian Steinberg states at the end of the article to be on the lookout around the fourth quarter for an ad that some may consider controversial.
Questions to consider:
1. Is it a good marketing strategy for these companies that are releasing teasers for their Super Bowl commercials?
2. Has social media caused the companies to create the teasers?
3. What happened to the Super Bowl Sunday ad’s being a big surprise? Is this taking away from the fun and hype of them?
4. Do you think you would want the teasers to continue or would you like them to be a surprise?
As America knows, a huge part of watching the Super Bowl is the ads showcased during the game. Big companies pay top dollar to be showcased once during these few hours. Days, and sometimes years later, Americans are still talking about some of these very memorable advertisments.
ReplyDeleteFor the first time, though, many companies have decided to release teasers for their Super Bowl commercials. Our minds are thrown a little off by this because usually part of the Super Bowl excitement is anticipating these ads. I don't feel like this is a threat for these companies, though. I feel like most of the population will watch the Super Bowl regardless because it has become an event that offers a vast social aspect; you're either going to a Super Bowl party, talking about anticipating the Super Bowl or talking about the the game and advertisements for days to come.
I feel that social media has, without a doubt, had an impact on how companies operate. The fact that companies are now producing teasers seems like a brilliant way to draw in the reluctanct. Let's face it, it's hard to name ten people who don't have some sort of social media account; once one person starts talking about something it becomes viral. This is a genius marketing tool for these companies. They know that they will be able to reach their public of football fans, but now they can reach other publics that are less likely to be watching.
I don't feel that this takes away from the fun or hype of the commercials either. Super Bowl commercial teasers are comparative to movie previews. They simply provide the consumer with a taste that hopefully leaves them watching more. This is a tactic used to draw them in and that is exactly what these companies are trying to do. It honestly doesn't matter to me whether teasers are continued or not because just like the rest of the country I will be watching the Super Bowl and I will be watching these ads regardless.
The last thing that I wanted to add to my post is the fact that I find it ironic that we, the American society, invest in technology like DVR so we can fast forward through TV commercials. It's ironic to me that we harp on the Super Bowl, not only for the football game, but due to our anticipation of the commercials especially since we try so hard to escape them any other time of the year. This whole concept absolutely fascinates me.
I feel like it is a good marketing strategy to release the teasers because it gets people exited. They have spent so much money just to have the commercial be aired during the super bowl they want people to watch them. Instead of saying it’s a good time to go to the bathroom because the games not on. Yes I feel like social media has because everyone wants the best commercial. And by knowing what your competitors are doing even if it’s only a little bit it could set yours apart from theirs. In this day and age people don’t like surprises and its all about money the companies need to know that their customers are going to like the ads before they are aired or it was just a lot of money spent that didn’t need to be. I personally don’t watch the super bowl for the ads so I don’t really care either way if they keep it or not. On the business side of things I feel like they need to. They need to show it off a little bit to get up the hype. It’s all about marketing and if you have a million dollars to spend on an ad during the super bowl do it up.
ReplyDeleteLike most people I usually enjoy watching the super bowl ads, there funny and entertain the fans in a tense time while waiting for the big to come back on. After seeing one of the teaser commercials myself I feel that they are deffinately a good idea, it may be more expensive for the company but the benefit from it could be way more rewarding. By having a teaser people are going to be waiting for those commercials and keeping an eye out for them instead of getting up to get the dip. Social Media deffinatley plays a part in these commercials, these are the biggest commercials of the year that could either make or break the companies sales. Even with the teaser I dont really feel that it ruins the surprise of the super bowl ads, most of them are the same at this point so the only thing that would be really exciting would be a big change, not a celeberty, cute dog, or model. I personally dont mind either way if there are teasers before the super bowl, if they work for the companies I think it is a great way to keep customers interested in the product and is a great way to keep product/brand recognition.
ReplyDeleteI personally don’t understand why companies are releasing their super bowl commercials early… Yea, it gives the companies a better understanding of how viewers are going to react but isn’t that why they are usually first seen on the night of the super bowl? I’m sure that social media plays a pretty big factor on the teasers. This is due in large part to the amount of followers on social media sites. I understand that some companies are allowing only half of the commercials to be viewed so that people want to see the second half come Sunday, but why can’t viewers and companies wait to see how their ideas pan out during the game. I absolutely think that this takes a lot away from the hype and surprise of the commercials. Even though not all 111million Super Bowl viewers are looking up the commercials on YouTube before the game, but for most ads already being viewed a million times a week prior to the game is a little absurd to me. You can’t only view half of your Birthday present a week prior to your birthday, I think the same should hold true for these commercials! I would prefer for them to be a surprise, because if there are all these teasers being released then the commercial just turns into another 60-90 second waste of time that I usually press mute, or find myself doing something else during. I think it would be smart for companies to keep their ads a surprise for viewers. Marketers should already know what viewers want to see prior to create the multi-million dollar commercials so previews are unnecessary.
ReplyDeleteI believe that teaser trailers are a good marketing strategy. First of all the company releasing the ads a week early on YouTube are already drawing interest to their company and their websites. Secondly, the teaser ads can draw more interest to tune in on Sunday to see the actual commercial. I don't believe that the teaser ads are taking away from the surprise that the Super Bowl ads have become known for. I believe that the ads are adding to the fun and hype of the actual commercial because they are creating a stir of interest that people want to know the outcome. Look at Paranormal Activity for example. The studio decided to make the release of the movie an interactive experience. People had to vote to get the movie into theaters. After a few weeks of running the initial teaser ad the people had spoken and the movie was released. The interest generated by the unknown was to much for people to pass up and that is why the ads were affective. The same interest an be generated by the teaser ads released for the Super Bowl commercials. people will be so enticed to see the outcome that they will want to tune in and watch. I think the teaser ads are a great idea this year because they are something fairly new. However, if they became an annual thing then the affect would be lessened because people would stop having the same need to know feeling that the random occurrence like this year would create. This would be a good tactic to use every few years to not overuse the idea and keep people interested when they would occur. I do believe that social media has created the stir for companies to create teaser ads. Social media has put information at peoples fingertips within hours of the information's initial release. By creating the teaser ads it's possible that the companies are trying to combat the spreading of information to make the ads on Sunday an even bigger surprise. People will be focused more on the teaser and trying to figure out what the outcome will be that they won't be focusing on trying to figure out what the ads will be on Sunday allowing for less speculation and more surprise.
ReplyDeleteFor as long as I can remember people have been talking about the super bowl, even if their favorite team is not in it. The parties are always a big part of it and the Ads that happen during the super bowl are the highlight for some people that are less interested in the football game. Every year there are a few commercials that stand out and get talked about all the way up until the next year when the hype for the new ads start being released. I believe it is a great idea and an even better marketing strategy for these companies to release teasers for their super bowl commercials. This strategy does exactly what its stated, and teases the fans and consumers out there. The end result of a marketing strategy is to be successful so we will have to see how successful these teaser ads really are after the game. Social media has been a huge influence on consumers over the last few years and it has only gotten larger. It has had an enormous impact for companies with creating teasers. This is true because they can get some free advertising over the social media’s. Super ads are still a surprise, only a few commercials have teasers before the super bowl actually gets played. I believe that this is not taking away from the fun, if anything I would say it does the opposite and makes it more appealing for the viewers. I like teasers; I think they get you ready and more hyped up for the ads. They give you a sneak preview of the ads like previews for movies.
ReplyDeleteI personally am a person that will not try to find these teasers before the super bowl on the web, but rather be exposed to them by accident through Facebook or YouTube.
ReplyDeleteWhen it comes to marketing strategy, these teasers are great forms of awaken people’s attention. Before the super bowl starts people are already talking about your brand, how amazing is that.
It is not like the teaser get people not to watch the ads during the super bowl but on the contrary, makes people talk about it prior to the event and gets people to pay more attention during.
In my view these teasers are the equivalent of a movie trailer. A trailer gives the viewer a small insight of what will happen in the movie and lets them wait for more. People talk about the trailers and the movie becomes more desirable when it is in the theatre.
Social media has definitely played a big role in the decision for companies to make these teasers.
YouTube allows these teasers to reach millions of people, and Facebook, Twitter, etc. spread the news like a virus. The social web has the potential to reach over 1 billion people on this planet and that is a significant number. A teaser would not be effective without the social web.
As I mentioned before a teaser of an ad is the same as a trailer to a movie. Therefor I do not mind the teasers; actually I prefer them, because than I actually mind end up paying attention to some of the ads that have cost companies over $4 million.
A few weeks ago, I heard the hint about Ferris Bueller, and I know that I was excited to see the commercial. Although, I must admit, I just watched the "extended" trailer on YouTube, and was kind of disappointed in myself. It was a similar feeling to finding out what your gifts for Christmas are going to be before the holiday...part of the excitement is the surprise. I think that the Super Bowl teaser commercials are unnecessary. However, you can't deny that it is a way to beat the crowd of other businesses with the hype. Without a doubt, it draws attention to the company. I don't think that social media has caused the creation of the teaser commercials, but I believe that it has aided the promotion of them. As Sean noted, social media is a free way to advertise, so its reasonable for a company to want to utilize these new outlets. As I mentioned earlier, I felt disappointed in myself (and in the commercial, to be honest) after watching it. I think that it would be acceptable to have teaser commercials before the Super Bowl. But honestly, I think it really ruins all my fun in watching the Super Bowl if all the commercials are shown beforehand. Let's be honest, I don't watch/care for football, so its the commercials that draw me in! The teasers can continue, but companies should refrain from releasing the commercials in their entirety early.
ReplyDelete1. Is it a good marketing strategy for these companies that are releasing teasers for their Super Bowl commercials?
ReplyDeleteIt is a good strategy to let teaser ads come out before Sunday because it is only increasing the hype around the companies sponsoring and their product and how they will out do themselves from last years ad. I do not think they should be releasing their ads early though on social media or their company websites. It makes the ad lose both its appeal to the consumer and its worth. The Super Bowl is an advertiser's dream and a network's cash cow. The release of an ad before Sunday will spoil it's Super Bowl quality. I do like how Kia has made an ad with the tag line "Sunday" as it builds hype and excitement for what I am anticipating to be a fantastic ad. Still teasers should be unrelated and not give anything away.
2. Has social media caused the companies to create the teasers?
From what I have seen in regards to social media, the teasers are being posted and reposted on Twitter mostly from users commenting on the situations, such as the case with Budweiser's viral Hockey Ad. Mostly though the teasers I have noticed have been on TV causing momentum for Sunday and the full ads. I think social media is just becoming the outlet for people to express their excitement or lack there of for the upcoming ads.
3. What happened to the Super Bowl Sunday ad’s being a big surprise? Is this taking away from the fun and hype of them?
I think it is taking away some of the hype, but additionally it is because these companies let the media know too much of the goings on of the ads. We may not know the content of each ad, but we know which stars will be in the ad, what animals are being used, and which companies we can expect ads from. It should be more of an excitement to tune in and see. I know even social media last year was used to tell when which ads would be played during the game. The excitement of the ad popping up during the game is almost gone as we can now expect it at which exact moment.
4. Do you think you would want the teasers to continue or would you like them to be a surprise?
I like surprise. It makes the excitement of talking about the ad better. It's almost expected of what we will see in ads and which ones we will expect to love such as perennial favorites Doritos and Anheiser Busch . I'd rather keep all on an even playing field and have it be exciting and fresh for each company.
I must first make a confession; for I have a feeling a few more articles may be sports related during this semester. I’ll make it quick. I am no sports fan. I rarely ever watch an event, and that goes for the Super Bowl as well. If I do find myself walking into a room with a television where two teams are going at it, back and forth for 180 minutes, I am almost always immediately engaged against my will in various in-depth explanations from my fan friends, who try in vain to persuade me to watch. Their arguments range from the intricacies of old team rivalries, individual player achievement and their unique rise to fame, or the respect I should show for being able to witness those who have achieved the ideal of human physical perfection compete. Typically, however, I sit and stay because they offer me a beer. Therefore, the extent of my knowledge is extremely limited when it comes to sports, including the commercials that are shown in between.
ReplyDeleteYet I do have a particular attribute that makes me capable of participating in this discussion. I am an American. And as such, having grown up in a culture that prides itself in technology, especially its HDTVs, I have inevitably become accustom to these 30-second intermissions. Though, in more recent years, I have attempted to become far more consciously aware of what exactly commercial advertisement is, which, in my opinion (without getting too dense), is just short of brainwash. Though I think most people will agree with me on one point. Be it because we know on different levels they are a malicious attempt to replace our individuality with brand names and logo, or because they just interrupted our favorite movie at the best part, commercials are, most often, not enjoyable experiences.
Which leads to the following. Why is it, once a year, the equivalent of a third of the United States population suddenly adopts a new perspective on these commonplace annoyances? So much so, in fact, that people willingly take time out of their day to search the Internet to watch an advertisement that they are most likely going to watch in front of the 50 inch but a few days later? By watching advertisements before the game, it implies that the advertisement itself has superseded the original obligation the influence of the Super Bowl was supposed to hold over the people. I mean, when 1/11 (9 million) of your commercial audience sees your message before the big game itself, that either shows something for the genius legacy that has become Super Bowl advertisement, or a repeated high expectation turned now active on-demand compulsive ritual by the viewers. Someone in marketing is doing something right, and someone should figure out what that is exactly, because I have no idea where to even start. Maybe advertisers really are just tapping into the power of the Bowl. Maybe when we see these articles that flaunt $4 million dollar price tags, we fire up the computer and search because we just assume we are going to get a good laugh. Or maybe the reason those 111 million people are going to turn on the tube this Sunday is because they actually want to see the mass media advertisements, and that part in between where guys toss a ball around and run into each other just happens to be a really long intermission...Or maybe not.
Yes, it is an excellent marketing strategy for companies to release teasers for their Super Bowl ads! As stated in the article, the purpose of this year's ads is to "tell a story" that will leave a lasting impression with the viewer. In essence, they are attempting to do what promoters of major films do -- use teasers or previews as a method of drawing people in. If this year's ads were going to consist of "frat boy jokes and beer-chugging dudes" as last year's ads did, there would be no need for teasers. After all, the purpose of ads such as those is quick humor. The use of teasers is genius, and I am willing to bet that there will be well over 111 million viewers this year because of it.
ReplyDeleteIn response to question #2, no, I do not think social media has caused companies to use teasers. To go along with what Ali said, it aids in the promotion process. Facebook and YouTube are not only FREE methods of promotion, but videos posted to the two sites are quick to go viral (whether they're good or bad!)
I don't think the teasers take away from the fun and hype of the Super Bowl ads. If anything, they create more hype. As I mentioned earlier, the situation would be much different if companies were promoting quirky ads where the purpose was quick humor. These ads are purportedly much different than anything we've seen during the Super Bowl, as they are supposed to tell some sort of story. Teasers are perfect for this. To be honest, I'm more excited to see this year's ads then ever before.
Dan thank you for being honest about your hatred for athletic events.. I however cannot wait to watch my beloved Giants win the Superbowl and of course the commercials which come with the game.
ReplyDeleteThe Superbowl is usually the introduction of new commercials which blow away the audience, but what will the reaction be now that teasers have been released in advance to the big game? Do companies have to be that greedy where they cannot wait two weeks to broadcast a new slogan or funny line? Its breaking the system of how Superbowl Sunday traditionally works.. so as for teasers; I don't like them and rather view commercials for the first time during the event. Is it is a good marketing scheme.. I don't know; the numbers will show.
The creation of the teasers is obviously to obtain an upper hand on their competitors. Im still infuriated as I continue to write that I will not be viewing crisp new commercials like last year's dorito's commercial with the dog on the bench. Companies have the rest of the year to bore us with interruptions from our shows and game, why cant they be new on Superbowl Sunday? Is there no tradition anymore? Has our technologically advanced world and social media taken us away from the little things?
At the end of the day, the commercials draw much attention you can either hate it or embrace it. However I do not believe it is a great marketing strategy to release those teasers before. I believe that their should be a level of surprise and excitement as to see what and exactly how the commercials will appear. I particularly do not do research and try to figure out who and what is going to be on the commercials. I just sit back and enjoy the show, the game, commercials,and all. It makes for a better experince to not know what is going to happen.
ReplyDeleteSocial media plays a big factor in this because companies now know that people anticipate and will watch the teasers that are provided. Social media has taken over our society, and using social media is beneficial to companies.
As for them continuing, I would like them to be a surprise. Teasers take the fun out of the commercials because by the time the Super Bowl comes on, you have already scene half the commercials. Commercials aren't even that long anyways, so by releasing a teaser you pretty much released the whole commercial.
The Super Bowl has been defined as America's largest broadcasting and media event. It is definitely a good idea to have your company or brand represented in a Super Bowl commercial spot because it will be reaching such a vast audience in such a short time. This year will has spotlighted teasers for commercials to create an even bigger buzz for the four million dollar ninety second spot. The huge price caps for reserving these spots means that a company must find use every avenue of making that purchased spot a success. Previews and lead in commercials prior to the airing of their spot is a great marketing tool but it is not related only to social media but rather the internet in general. Youtube ads cost nothing to post. The only cost is production of an ad. This cheap and reliable means of investing in marketing has become more and more prevalent. The surprise factor of these commercials is not being hindered but rather enhanced. When people see their favorite Victoria Secret model and are told there will be more than fans will anticipate what more there is and are sure to tune in to see what the upcoming hype was all about. I agree with this style of promotional campaigning. Creating the right kind of buzz and hype can hardly ever have a negative effect. The point is to get as much attention for you brand as possible. Extending an ad's recognition generates a more personal feel to the consumers.
ReplyDelete4. Do you think you would want the teasers to continue or would you like them to be a surprise?6
1. Is it a good marketing strategy for these companies that are releasing teasers for their Super Bowl commercials?
ReplyDeleteI do believe that it is a good marketing strategy for the companies to release teasers because people are always looking forward to Super Bowl commercials. Most people may even say that is the only reason they would watch the Super Bowl. Giving a teaser to those people will only entice them to watch the commercials even more.
2. Has social media caused the companies to create the teasers?
Social media may have caused the companies to create the teasers because through social media they can promote their teasers. People can see a company's tweet or Facebook link to the Youtube video.
3. What happened to the Super Bowl Sunday ad’s being a big surprise? Is this taking away from the fun and hype of them?
I personally think that having teasers does take away from the "fun and hype" of the Super Bowl Sundays commercials. I think that they are something to look forward to and it is a bit spoiling to see a teaser ahead of time. However, that doesn't mean it isn't a good strategy.
4. Do you think you would want the teasers to continue or would you like them to be a surprise?
If I were extremely into the Superbowl Commercials I think I would rather them stay a surprise instead of becoming teasers, first off because that's how it's always been, and also because it is more exciting to have no idea what to expect when watching the commercials.
1. Is it a good marketing strategy for these companies that are releasing teasers for their Super Bowl commercials?
ReplyDeleteI think it is a great marketing strategy for these companies, because honestly; why not? They really have nothing to lose, as viewers are either going to watch the commercials regardless, or go grab a cold beer as quick as they possibly can. If I am paying $4 million a pop for a 45-60 second ad space, then yes I am going to span out my commercial and milk it for all it's worth. Traditions will come and go, but the commercials aired during the Super Bowl will always be a prevalent and a vital part of this historical television event. I don't think a teaser or preview of an ad will deter any viewer from watching.
2. Has social media caused the companies to create the teasers?
No, I don't really think social media has an effect on the idea of teasers. I think if anything it is just companies brainstorming ways to gain a competitive advantage to all of the other ads that will be shoved in your face as you are anxiously waiting for the screen to turn back to the game. I am sure that social media certainly doesn't hurt for easily accessible outlets to display the teasers, but I bet they could have also just aired the teasers the entire week prior to the big night.
3. What happened to the Super Bowl Sunday ads being a big surprise? Is this taking away from the fun and hype of them?
I don't really have much input on this subject, as I do not really care about the commercials. I am watching for my love of football. Also, I don't drink Heineken beer or use godaddy.com, so many of this ads are not relevant to my likes or needs.
4. Do you think you would want the teasers to continue or would you like them to be a surprise?
I wish I had a real opinion or view on this subject, but the teasers do not bother me. I bet I would still laugh if I saw a funny advertisement, even if I saw the majority of it the week before. Guess you can say I am easily entertained by anything, especially considering I am more excited for the Sports Center broadcast following the Super Bowl...or what Madonna will be decked out in during the half time show.