Tag Archives: Anheuser-Busch

Super Bowl 2013 Advertising Extravaganza


With roughly 108,000,000 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 $3.8 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 $5 million at a single event.

Love ‘em or hate ‘em, 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 (consider the reactions to Go Daddy ads!). Several companies bought multiple units including Anheuser-Busch In Bev with 4:30 of air time, Audi at 60 seconds, Doritos with two 30 second spots, Go Daddy with two 30 second spots, and Coca-Cola (using an innovative social media outreach campaign) bought one minute in the first quarter, followed by 30 seconds later in the game.

Coke’s campaign launched on Facebook with a contest between three rival groups – showgirls, cowboys, and badlanders – racing through a desert scene in quest of a giant bottle of Coke. Fans could vote online as to the winners, and throw race challenges in front of the competing teams. Based on fan input, Coke then determined the final commercial late in the game showcasing the winning team.

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. These can be found on www.youtube.com, www.adage.com, www.brandchannel.com, http://www.nfl.com/superbowl/47, and other sites.
  2. Divide students into teams of two. 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 starts for the advertisements. Which ad won your class votes?

Source:  Ad Age Daily, Brandchannel.com, other news sources, 2/5/13

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Sponsorships on the Rise

Quick – can you name the top U.S. companies that use sponsorship as a critical part of their marketing programs? If you chose soft drinks, beer, and automobiles you hit it out of the park. In 2011, PepsiCo has the largest sponsor in the U.S., spending an estimated $340 – $345 million on event sponsorships. Pepsi is flowed by Coca-Cola at $265 – $270 million, making the soft drink industry the largest user of sponsorships in marketing campaigns.

Not far behind is Anheuser-Busch in a mega deal as the official beer sponsor for the NFL, a deal costing an estimated $50 million per year for the next six years. AB’s current spending is estimated between $255 – $260 million.

According to IEG, a sponsorship research and consulting firm, the number of companies spending at least $15 million on sponsorships stands at a count of 86 firms, an increase from last year’s 77 firms. There were 44 companies that increased their sponsorship spending, and only seven companies that decreased spending.

With the Summer Olympics starting soon, look for large corporate sponsors to own the different venues. Among the official sponsors are Coca-Cola, McDonald’s, Panasonic, Proctor & Gamble, and more.


Group Activities and Discussion Questions:

  1. Discuss how sponsorships fit into the promotional mix.
  2. When are sponsorships effective, and not effective?
  3. Divide students into teams. Have them develop a list of the 10 top sponsorship companies.
  4. Have students come up with a list of the top events these companies might sponsor.
  5. Compare the student list with the article list. Discuss what makes sponsorship a good fit for these companies.
  6. In teams, have students choose a product that is not commonly thought of as an event sponsor (ex: toilet paper or baggies). Next, have students develop a sponsorship opportunity for this company.
  7. What is the target market for this product? Why does the event fit?

Source:  Ad Age Daily, 5/1/12

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