The Super Bowl of Mediainvest

Das Werbezeiten während des Super Bowls unfassbar teuer sind ist kein Geheimnis 4 mio USD für 30 Sekunden ist schon ein Brett, und
da ist die Konzeption, der Dreh und die Post-Produktion des Commercials noch lange nicht eingerechnet…! Ist das gerechtfertigt..? Über den dicken Daumen gepeilt würde man für das Budget die YouTube Startseite in den Staaten für mindestens 10 Tage am Stück buchen können ($4 million / $500,000 = 8 days) (via)

youtube_sb47_yunodigital

Soll nicht heissen das Online nichts passiert, offensichtlich können sich auch CBS und NBC über die Steigende Online Nutzung von Live Stream Angeboten
freuen – relevantes Inventar ist stark nachgefragt.

The online inventory is nearly sold out at this point, […] We only have a few packages remaining.
said David Morris, chief client officer of CBS Interactive.

Den Löwenanteil macht Bewegtbild das während der Spielpausen ausgeliefert wird – allerdings oftmals nicht die gehypten, und extra für den SuperBowl produzierten Commercials (GENIUS!)

Fest steht: Die Sender erreichen mittlerweile eine signifikante Seherschaft – 2.1 mio Unique user verfolgten laut NBC Angaben den Superbowl 2012 im LiveStream. Die Tabletutzung ist seitdem weiter angestiegen, sodass die Sender kommendes Jahr spezielle Tablet-features wie die Veränderung der Kameraperspektive oder weitere social sharing features integrieren werden. (via)

Aber wie nutzen Advertisier die „Nacht der Nächte“?

Wir kennen alle Marken die für sich claimen innovativ und schnell zu sein, aber wenn es darum geht wirklich schnell zu handeln sehen Agenturmitarbeiter Ihren Kunden oft ratlos. Oreo kann zum Thema Schnelligkeit und Flexibilität dieses Jahr eine Erfolgsgeschichte erzählen. Binnen weniger Minuten wurde hier auf den Stromausfall im Mercedes-Benz Super Dome reagiert und via Twitter dieser Post abgesetzt, mit bahnbrechendem Erfolg:oreo_sb47

The tweet was retweeted over 12,600 times. It was favorited nearly 4,000 times. On Facebook, where Oreo has 31 million likes, the photo has garnered over 19,000 likes and 6,500 shares.

Ein Team aus Kreativen, Mediaexperten und dem Oreo Brandmanager saß auf Abruf um jederzeit auf aktuelles Spielgeschehen reagieren zu können – mit Erfolg. Wenige Sekunden nach dem Stromausfall erkannte und ergriff das Team die Möglichkeit.  (via)

Die Werber hinter den Kampagnen von Coca Cola haben sich dieses jahr wieder etwas einfallen lassen um die zahlreichen Zuschauer von den TV Geräten einzufangen. Vergangenes Jahr konnte Coke schon mit der Polar Bowl Kampagne scoren, bei der User entscheiden konnten für welches Team die beiden Eisbären Jubeln sollten. Dia Kampagne übertraf sämtlich Erwartungen und gesteckten Ziele und liess die Agentur am Super Bowl Abend ordentlich schwitzen da im Minutentakt Serverspace gemietet werden musste um dem Traffic Herr zu werden. Wie wiederholt man eine solche Erfolgsgeschichte…?

Considering the success we had last year, there is the temptation of just repeating what has worked before,” said Pio Schunker, the company’s svp of integrated content. “It was rather intimidating, actually, and I asked myself the question, ‘Why don’t you take the obvious answer and just repeat the same thing from the last year? It’s the Coke polar bears and everyone loves them.

Coke begann mit einem 30-sekünder ab Ende Januar auf die Aktion aufmerksam zu machen und Buzz zu generieren, Kern der Kampagne der Hub CokeChase.com wo User für ihr Team voten, und gegnerische teams sabotieren konnten. Die drei Teams – eine Gruppe Cowboys, eine Gruppe „Badlanders“ im Stil von Mad Max und eine Gruppe Vegas-style showgirls – werden in dem Spot vorgestellt auf der Coke Chase.

In der ersten Hälfte des Super Bowls wurde der Spot gezeigt und Fans aufgefordert zu bestimmen welche Gruppe das Rennen macht.

Coke hofft mit der angepassten 2012er Mechanik kleinere Versäumnisse aus dem vergangenen Jahr auszubügeln:

Active engagement: 2013 wurde ein stärkerer call to engagement verwendet, user konnten voten, wurden aufgerufen content zu sharen und erhielten real time updates von Coke

More Social integrations: Laut Coke wurden den Usern im vergangenen jahr zu wenig an assets zum sharen zur verfügung gestellt, weswegen dieses Jahr extrem viel Content produziert wurde um Fans und Follower zum sharen zu animieren

Pre-game engagement: Weder vor noch nach dem Super Bowl 2012 wurden die Polar Bears nochmal genutzt in der Kommunikation… die user die damals mitmachten wurden nicht weiter verfolgt

Schunker admitted that Polar Bowl ended up being a one-off effort because of this. The content was difficult to reuse later in the year.

(via)

Wir sind gespannt was der Super Bowl 2014 mit sich bringt!

So far… HUT HUT HUT….!

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