As most sentient beings and readers of this blog know by now, next Sunday is the Super Bowl in which a bunch of guys in shoulder pads will toss each other around like a classic catfight from 80s TV staple Dynasty (fast forward past the yippety-yap to 1:55 to get a taste of this year’s gameplay. The Steelers are in blonde. ) Europeans, South Americans and Africans – don’t be fooled. This isn’t the dignified noble game of football that you all cherish.
Let’s face facts: there is a substantial subset of the population that could give two figs about the game – we want to watch the ads! This is America’s biggest ad event, bigger even than the Presidential Inauguration.
It comes as no surprise then that advertising reporters are swarming around the pre-game ad stories. What seems to be different this year is the widespread acknowledgment that TV marketing doesn’t end at the edge of the screen.
Emily Steel reports in today’s Wall Street Journal integrated marketing is increasingly seen as a key component of seeing ROI on expenditures that can top $5 million dollars in ad production and $3 million in media time. As Reprise Media Managing Partner Josh Stylman points out in the article, “The economic climate has forced people to wake up and be more efficient with their marketing dollars.”
We are already seeing smart marketers pave the way online in advance of the big stuff on Sunday, and in some notable cases like GoDaddy.com they are using social media to build online interest in their offline Super Bowl ads. Who will romp to victory on Sunday? You’ll just have to check our Search Marketing Scorecard to see.
Interested in more info on the Search Marketing Scorecard? Check it out on Twitter at @scorecard.