The Super Bowl is this Sunday, February 5th. This big game has historically been a big draw for viewers. Last years Super Bowl drew 111 million viewers, making it the most-watched TV event ever.
The high viewership has turned the Super Bowl into one of the most expensive advertising venues around. This year, advertisers are paying up to $4 million for a single 30-second slot.
While advertising during the Big Game is not new, what companies are doing this year with that advertising is.
Traditional Super Bowl advertising has been a one-way communication, from company to viewer. Oftentimes this communication is memorable, but it has always been one way.
This year, more companies are bringing an element of conversation into their Super Bowl ads:
Chevy and Frito Lay both created contests to find the best ad to air during their Super Bowl slot from user-created videos. This approach incorporates customer views of the brand directly into the ad itself, as well as creating a conversation around which ad should air.
This one is my personal favorite of the submitted videos. It’s one of the finalists for the Doritios spot:
For Coke, the ad that airs during the Super Bowl is only a small part of their effort to bring an interactive element to their big game advertising. One of two different ads will air during the game, depending, presumably, on the game itself. Coke executives will be on hand to make the final decision during the game.
This year, the polar bears will be watching the game. You can watch them react to the game, the commercials, and the halftime show live at www.cokepolarbowl.com.
Simply spending a lot of money on an ad has never been a guarantee that the ad will be successful, but by turning that ad spot into an event — by increasing the conversation around it — these companies hope to get a better return on their investment.