#sb50 2016: dabbing, the cult of celebrity and furry creature advertising
TRANSCRIPT
#SB50 2016 : Dabbing, the cult of celebrity and furry creature advertising.
Just another Superbowl?
• Overall Superbowl social interaction dropped by 8% as a year-on-year comparison.
CONTEXT BY THE NUMBERS. 1
CONTEXT BY THE NUMERS. 1
Average rate for a 30 second Super Bowl ad has risen by 76% during the past decade – reaching $4.4 million in 2015.
Kantar Media reports that over the past 10 years, Anheuser-Bush is the biggest Superbowl spender at $278.3 million with Pepsi 2nd at $172 million, Chrysler spent $172 million and Coke spending $118.4 million.
BUDWEISER !!!
114,000,00 This how many people watched the Superbowl….................. last year,
45% were woman.
SOCIAL PLATFORMS
Hashtags in Super Bowl ads dropped to 45% in 2016.
CONTENT. 1
3 Key Content themes emerged.
Celebrity. At least 40 celebrities made an appearance in this years Super Bowl commercials, surpassing 27 last year. #ryanreynolds, #steveharvey and #kevinhart were all trending
on twitter.
Furry Creatures. Their was an abundance of ads that featured furry creatures in #SB50. #puppymonkeybaby was considered disturbing by many on social, but won greatest digital share of voice.
No-Bowl ad push. Many brands are pushing their ads outside of the normal paid spots, revealing some interesting data regarding alternate media viewing engagement.
Celeb Bowl In contrast to the #tearbowl last year, advertisers asked if the SuperBowl was a place for thought provoking/sad commercials. The ad that you just saw, marks the first time LG has advertised at the SB.
THINK FOR A SECOND….... WHAT CHARACTERISTICS ARE SHARED FOR THE ROLES THAT THESE ACTORS HAVE REPRISED OVER THE YEARS?
• Liam Neeson • Pierce Bronson • Matthew McConaughey • Jeff Bridges • Jennifer Garner • Natalie Portman • Sofia Vergara • Jim Parsons • Dennis Haysbert, and • J.K. Simmons
Why celebrity?
◉ In some cases, celebrity’s have more followers than the brands themselves. ◉ Fans will more than likely interact with the
brands because of their celebrity association.
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Celebrity’s also filter social conversation between brands.
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◉ Betty White always manages to steal the show every year
somehow. Dabbing is the latest American dance craze that the Panthers QB popularized after
every touch down.
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◉ Lady Gaga and Beyonce also stole the show on Social Media, with their pre-game and half-time
shows respectively.
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◉ During the halftime show, Beyonce pulled in 147k per minute compared to 83K about Coldplay. Inside the stadium the singer was tagged in 60 pictures per minute
on Instagram.
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Fur fur fur….. fur is the word.
Want to be freaked out?
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◉ Of the 31,654 tweets about Mountain Dew’s
#puppymonkeybaby campaign at halftime, majority of them were
neutral or negative.
Furry Spots.
◉ Advertisers needed the antithesis to the doom and gloom messages of last year. ◉ The answer: anthropomorphic animals. ◉ The best spot featuring furry critters great
and small was perhaps a toss up between Heinz’s flying wieners and Hyundai’s grizzly bears, one of them who happens to be Vegan.
NON-GAME VIEWING
Many ads now try and push online viewing as a pre-cursor to ads being showed on the big day.
Why non-game?
◉ Ritz's "Big Game Snacks" campaign piled up more then 29 million views by the end of the day Thursday, according to Visible Measures, more than videos related to actual Super Bowl buys. ◉ This is a serious alternative now considered
by advertisers, as the risk/reward scheme of buying Superbowl ad space has decreased.
The actual magic formula is ….
BE JUST DIFFERENT
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◉ “The best Super Bowl pieces — what they have in common is that they’re all incredibly different,” said David Lubars,
chief creative officer of BBDO Worldwide. “In fact, the best ones don’t travel on paved paths; they go into uncharted
country.”
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◉ The actual winner of the SB was Essurance, with a sweepstakes campaign designed by
Leo Burnett. The Insurance company got huge social buzz pre-game, with an ad encouraging
people to #ensurancesweepstakes for a chance to win a million dollars. They
generated a whopping 9,000 tweets per minute and had 375,000 retweets after the first
quarter.
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◉ To compare, Doritos only had 145,000 mentioning their ultra sound ad by the end of the first
quarter.
There was great social conversation between the brands
as well.
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WHAT ABOUT THE CONTROVERSY
THOUGH?
Colonial Williamsburg 9/11 reference.
During the commercial, the narrator says, "When you reflect upon our sacrifices, our breakthroughs and yes our heartbreaks...Where did our fight come from. Our strength. Our heart. Where did our spirit first take shape?”
When he refers to heartbreaks, footage of the 9/11 terrorist attacks appears.
The advertisement caused quite a stir Sunday night for showing Sept. 11, 2001
References
References are in the notes section.