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Occasionally, the Super Bowl® is a compelling, exciting game, like last year’s contest between the underdog Giants and the seemingly unbeatable Patriots. But more times than not, the game itself, after two weeks of completely over-the-top hype, proves to be a disappointment. Not so the media event that the Super Bowl® has become. Even in 2009, facing the worst economic mess in almost 80 years, and at a cost of $100,000 per second for commercial time, the Super Bowl® is proving to be attractive to advertisers for two simple reasons: (1) the game still delivers the biggest audience any advertiser can reach in one fell swoop; and (2) the association with America’s biggest sporting event puts your brand or company in a positive context. But along with these advantages comes a challenge – we expect to be entertained, so the commercials have to be funny, poignant, compelling or something beyond the norm of everyday advertising. Every advertiser wants to do a spot that has the power of the great Coca-Cola commercial with Mean Joe Greene, “thanks, Mean Joe!”
John B. Lord, Ph.D.
Professor of Marketing, Saint Joseph’s University
Our main priority has always been to support our member florists, and during these hard economic times, Teleflora wants to help our members generate sales and foot traffic into their shops. The opportunity to reach 90 million potential buyers less than two weeks before Valentine’s Day – one of the largest flower-buying holidays – is something that couldn’t be passed up.
Shawn Weidmann
President, Teleflora
Genesis Coupe is Hyundai's most dynamic performance car ever and it is the second consecutive all-new model introduction from Hyundai to debut during the Super Bowl®. So many elements come together in these advertisements that showcase the Genesis Coupe's design and performance that we know it will cast a halo over the entire brand.
We have captured the spirit of Genesis Coupe in “The Epic Lap.” In this spot, Yo-Yo Ma's interpretation is gracefully paired with Hank Corwin's artistic editing and we have done a fantastic job of showing off the sculpted, modern design of the Genesis Coupe.
Joel Ewanick
Vice President of Marketing, Hyundai Motor America
Instead of squeaking one ad by censors at the last minute, the unimaginable happened.
Two GoDaddy-esque ads were approved early. Both feature Go Daddy Girl Danica Patrick. Both are smokin’ hot!
Now we need to make a choice.
WHICH one to broadcast?
This year, instead of me picking the ad, I’m inviting the public to help – by voting for their favorite online. We’ve posted the ads for you to see at GoDaddy.com. All you have to do is watch and vote.
Whichever version airs, you can count on Go Daddy having a “continued” story on our website Super Bowl ® Sunday. GoDaddy.com is where the real Super Bowl ® advertising magic happens for us each year.
Consider this: prior to our 2005 Super Bowl ® commercial, we had a 16 percent market share. After the ad, it jumped to 25 percent and it held. The next year our ad boosted Go Daddy to 32 percent market share of new domains. The trend continued in 2007 when our Super Bowl ® commercial helped lift Go Daddy's market share to 42 percent. Last year, we got to 46 percent and that has held. Right now, we are more than three times the size of our closest competitor.
I'd be crazy not to advertise.
Bob Parsons
CEO & Founder, The Go Daddy Group, Inc.
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There’s a tremendous amount of pressure around advertising on the Super Bowl and with the results that we got last year as a first time advertiser, it was a real challenge for our team and the advertising agency to come up with something that’s going to be unique and different. But I think we have two spots that are very different from what we did last year, still get our message across to consumers but will really be entertaining.
Phil Pacsi
Vice President, North American Consumer Tire Marketing
Post-game stats year after year prove the Super Bowl® is the right investment for CareerBuilder.com. We see a clear return on investment each year from the Super Bowl®, with a multi-month surge in job-seeker traffic and job applications, as well as increases in employer job postings and strengthened brand awareness.
Richard Castellini
Chief Marketing Officer, CareerBuilder.com
This year, Samsung took our NFL sponsorship to a new level by designing a marketing campaign that brings to light the passion and excitement of the NFL fan. We invited fans to share their individual stories of how they see the game by entering the “Super Ad: That’s How I See It” contest. The winning story is being turned into a commercial that will air during the pregame show on Super Bowl® Sunday.
More than 400 stories were pitched and voted on throughout the campaign, exemplifying the passion fans have for the NFL and their teams. We are so pleased to be part of this great game, both on the field with our NFL sponsorship as the Official HDTV of the NFL and Super Bowl® XLIII, and off the field by providing the best HDTV game viewing experience at home.
Tim Baxter
President of Sales & Marketing, Samsung Electronics America
We want to build upon the success of last year’s campaign. We saw a significant growth in our unaided brand awareness in the months after the Super Bowl® and we were able to build a significant amount of excitement for Cars.com with our dealers and employees as well.
Despite the economy, there are still consumers in the market to buy cars. We want to make sure that we keep building the Cars.com brand so we can continue to deliver high quality, ready-to-buy consumers to our dealer customers and advertisers. There is also a lot of pent up demand – consumers who have delayed their buying decision until they see the economy improving. We see the Super Bowl® as a great opportunity to build our brand so when those consumers come back to market, Cars.com is top-of-mind.
Carolyn Crafts
Vice President of Marketing, Cars.com
For E*TRADE, advertising during Super Bowl® is a proven approach to engaging our audience and revitalizing our brand presence. Last year’s Super Bowl® campaign was a huge success — resulting in a 32 percent increase in new accounts in the week following the game (over the same time the prior year). We generated enormous exposure for E*TRADE and our campaign through viral buzz and media attention.
This year’s campaign showcases how E*TRADE liberates investors from the big, expensive banks and brokerages. In 2009, amid an uncertain economic climate, the priority must be to demonstrate confidence, competitiveness and loyalty to customers — as the number of disenfranchised investors looking to control their own finances continues to increase.
We are thrilled to be returning to the big game, and we know viewers are going to love what we have in store for them.
Nicholas A. Utton
Chief Marketing Officer, E*TRADE FINANCIAL Corp
Everything we do at PEDIGREE is based on our love of dogs and we believe the Super Bowl® provides us with the perfect platform to celebrate this sentiment. Dogs make great pets and our goal with the spot is to get anyone who is thinking, “Maybe I should get a dog” to consider adoption.
John Anton
Marketing Director of the PEDIGREE Brand
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