Tag Archives: Super Bowl

A Year after Super Bowl Ad: Death Wish Coffee

In the 2016 Super Bowl, small business Death Wish Coffee beat out 15,000 other small businesses to win a 30-second Super Bowl commercial, funded by Intuit QuickBooks. Before the commercial, the company had days where it sold low amounts of coffee each day from its Web site and New York coffee shop. What would happen to the business after the Super Bowl?

Before the Super Bowl, the company’s Web site had a resting count of approximately 500 visitors. By the time the ad finished running, there were more than 147,000 unique visitors on its Web site, and almost all were from mobile devices. And, during the Super Bowl game time, Death Wish Coffee sold more than $250,000 of coffee.

Today, the company is doing great and is still growing by leaps and bounds. In 2015, Death Wish Coffee had approximately $3 million in revenue, and their estimate for 2016 was an optimistic $10 million in revenue. But of course, that was BEFORE the Super Bowl ad. By the time last year ended, Death Wish Coffee revenue had doubled its estimates to $20 million!

“Super Bowl commercials work!”

Group Activities and Discussion Questions:

  1. Discuss the risks and benefits of advertising at the Super Bowl.
  2. Show the Ad Age’s recent interview with the company: http://adage.com/article/special-section-super-bowl/death-coffee-s-year-long-super-bowl-high/308371/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1490741042&utm_visit=226837
  1. For backstory about how this ad was developed, show the video “Anatomy of an Ad”:  http://adage.com/videos/a-super-bowl-death-wish-part-3/493 (Note: There are three videos in total that explain the process of developing the commercial. Students will find these behind-the-scenes interesting.)
  2. View the company’s Web site: http://www.deathwishcoffee.com/.
  3. Discuss why this ad and company have been so successful.

Source:  Ad Age Daily

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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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