But why did the nation wait in anticipation for this game?
For the spectacle that it is, Super Bowl Sunday could, without a doubt, be a national holiday. More than 106 million viewers tuned in to watch Super Bowl XLIV in 2010, making the game the top-rated broadcast ever. The year before, NBC earned $213 million in advertising revenue.
How has Super Bowl Sunday evolved into such a phenomenon? Avid football fans might argue with me, but Sunday was not about football as much you might think. In actuality, there are many components to the Super Bowl that may possibly be just as important as the game: food, friends and family, the half-time show and commercials, in particular.
Super Bowl commercials, if done right, become a part of pop culture.
You know the ones: Doritos ‘Play Nice,’ Snickers Betty White, the E-Trade Baby, and CareerBuilder ‘Casual Friday’. The big dogs know it too; and each year the major contenders come out fists up, ready to show us what they’ve got.
When a commercial wins top of mind in a consumer, a major battle has been won. In order to win, a marketer’s tool belt must boast more gizmos and gadgets than ever before. The traditional hardware just doesn’t cut it any longer. Chrysler knew that and yesterday, for the first time in history, ran a two-minute commercial starring Eminem and the new Chrysler 200. This is unheard of in the world of advertising.
I want to know what you think about Super Bowl advertising. Is it effective or cost effective? Is it worth the risk? Is it the best option when considering all the communication vehicles available to us? Will Chrysler see a difference in its revenue this year? Will the public perceive the Chrysler brand any differently? Did Chrysler make a mistake running a two-minute commercial? What do you think?
*I might note that as the world of public relations becomes more integrated with marketing and advertising, the three will not be adversaries forever. Thus, it can never hurt to explore these topics.