Super Bowl XLVIII

Marketing 2014-02-03

If you’re reading this from your desk today, well done. You have overcome the widely spread bout of ‘Super Bowl sickness’ that has swept the U.S and beyond, stretching over that little pond called the Atlantic. We at Notch salute you.

 

For many in the U.S, Super Bowl Sunday may as well be a national holiday, with the sporting event considered second only to Thanksgiving in terms of food consumption (1.25 million chicken wings, anyone?).

 

It is estimated that more Brits call in sick on the day following the NFL Super Bowl than any other day of the year.  This year, the UK broadcaster, Channel 4, launched a spoof Super Bowl sickie service for those that stayed up until the early hours of Monday morning.  Whether your affliction is a bout of influenza as a result of the first ever outdoor, cold weather Super Bowl (49 degrees Celsius – not too chilly for us Brits and not even the coldest Super Bowl on record), or, more common 24-hour illnesses such as Bibituria Hangovurus or Bacon Disease, the ‘Super Sickie’ site has been designed to provide the perfect cover. You will even receive a virtual sick note signed by Dr. Pigskine, and be cared for with a prescription ‘duvet day’ Spotify and 4OD playlist. Perfect!

 

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Social campaigns such as ‘Super Sickie’ (see the ad here) are always a huge hit around the Super Bowl, with an estimated 61% of Super Bowl viewers sharing commercials on social media before, during and after the sporting event.  YouTube has been described by Lucas Watson, its VP of sales and marketing, as “an amplifier and extender of the Super Bowl.” With a 30-second spot costing $4 million, and an average production cost in excess of $1 million, the ‘replay’ and PR value achieved through tweets, likes, comments and shares is what determines the success of a brand’s campaign. 24.9m tweets were generated during the 48th game alone.  The commercials are, for some, widely anticipated just as much as the sporting event itself: several studies have proven that 50% of the Super Bowl audience tunes in just to watch the ads.  This year’s Super Bowl was definitely more a battle between the brands, as opposed to the Seahawks 43-8 dominant victory over the Broncos on the pitch.

 

Of the 49 commercials that were watched by up to 110m viewers there was one clear favourite, and we must confess it tugged at our heartstrings too. Budweiser’s “Puppy Love” (#BestBuds) followed the special friendship between the Clydesdales and a puppy. The commercial has already achieved more than 36m views on YouTube and is the most widely shared Super Bowl advertisement to date according to Viral Video Chart.  Coca-Cola’s “It’s Beautiful” (#AmericaIsBeautiful)Chrysler’s “America’s Import” (#AmericasImport) and Axe’s “Make Love Not War” (#KissForPeace) were also amongst the list of leading commercials.

 

JCPenney’s #TweetingWithMittens became a hot topic on social media (they’ve clearly never heard of touchscreen gloves!), when it was cleverly hijacked by a host of brands including SnickersKiaDoritos and Macy’s. A good example of real time marketing – but not one that will beat last year’s infamous Oreo Moment” following the 2013 blackout tweet.

 

Disappointingly, Apple did not mark the 30 years since their game-changing ‘Why 1984 won’t be like 1984’ commercial that not only saw the launch of the Macintosh, but went on to become one of the most memorable Super Bowl ads of all time. 

 

For those that missed out on the Super Bowl so that they could be fresh as a daisy for work come this (Monday) morning, you can catch all of the ads here, as well as Billboard’s 2013 Artist of the Year, Bruno Mars’ spectacular halftime show, accompanied by the Red Hot Chilli Peppers

 

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