Tag Archives: advertising

Viral Videos – Super Bowl 2017

viral

This is the week marketers wait for all year – Super Bowl! While the week’s top performing viral videos remained Youtube’s “Rewind” video, the rest of the top 10 were aired at the Super Bowl and included Hyundai’s “A Better Super Bowl” tribute to U.S. forces, a racy Shades of Grey type of video from T-Mobile, and Mr. Clean “The Cleaner of Your Dreams,” Airbnb video on acceptance, and Kia’s “Smarter Way” staring Melissa McCarthy, plus many more.

The chart highlights viral video ads that appear on online video sites. Each ad measures viewership of brand-syndicated video clips as well as social video placements that are driven by viewers around the world. Visible Measure’s True Reach™ quantifies the total audience that has been exposed to a viral video campaign. There are three key factors for viral video success:

  1. Reaching the tastemakers.
  2. Building a community of participation.
  3. Creating unexpectedness in the video.

Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs.

Check out the top Super Bowl videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

  1. Bring up Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/viral-video-chart-02-13-17/307973/
  2. Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
  3. What is unusual?
  4. Who will it interest?
  5. What is the key message?
  6. How effective is the ad at getting the company’s brand and message across to viewers?
  7. In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?h

Source:  Advertising Age

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Super Bowl 2017 Advertising

superbowl

With hundreds of millions of viewers worldwide, the Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the laughter, the tears – and that’s just the advertisements! At a cost of $5 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $6 million at a single event.

Love them or hate them, Super Bowl advertisements have become a talking point during and after the game. It’s a big stage, and can also be a big risk. With an audience of 111.3 million viewers, the 51st Super Bowl is now ranked as the third most watched TV program in U.S. history. And, days later, we are still watching ads and measuring results.

Watch the ads – which company do you think did the best, and worst, job on their advertisements?

Group Activities and Discussion Questions:

  1. Bring up one of the Web sites that have all the Super Bowl ads: http://adage.com/article/special-report-super-bowl/ads-super-bowl-li-a-z/307736/#Gentlemen
  2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
  3. What is the target market, key message, and offer from the ad?
  4. How does the ad integrate with a company’s other advertisements?
  5. Are the messages integrated with a company’s Web site and social media?
  6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Age Daily, Brandchannel.com, USA Today, other news sources

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Dads Who Play Barbie

barbie

There has been a lot of football this winter, and we are used to seeing the usual advertisements for cars, trucks, beer, and snacks. But, did you notice an unusual ad during the NFL playoff games? Perhaps an ad for a toy not usually directed at men? Any guesses?

If you guessed that Mattel has been airing Barbie doll ads during football, you are right! What – Barbie and football? Yep. Mattel’s new campaign is focused on dads who play Barbie. But, why focus on Barbie for dads? Research shows that an active engagement with their daughters by dads can help promote independence and achievement.

The new campaign is a follow-up to the “Imagine the Possibilities” campaign that Mattel ran several years ago to promote diversity of cultures and bodies. With the campaigns, the company has made the doll more relevant and engaging with young girls – and their dads.

Go ahead – you’re never too old to play with dolls and imagine the future!

Group Activities and Discussion Questions:

  1. Have students develop the target market for Barbie dolls. Odds are that they select girls and women as the target market.
  2. Next, show the video of dads playing Barbie:

https://youtu.be/PGPbKS8XUMY

  1. Now have students define the target market. Has it changed?
  2. Have students discuss the effectiveness of the new campaign. How does it change the marketing of Barbie?
  3. Also show the previous campaign ad:

https://youtu.be/l1vnsqbnAkk

  1. Bring up a research report from FamilyStudies.org: http://family-studies.org/how-dads-affect-their-daughters-into-adulthood/
  2. In teams, have students review the findings and then apply the findings to additional toys or products for dads and daughters.

Source:  Brandchannel.com

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