How Will You Be Watching the Super Bowl?

By Liz Drew

This Sunday’s Super Bowl game will be relatively uneventful for me. My household was rooting for the 49ers that, unfortunately, couldn’t make it past the Seahawks last week. I grew up as a New York Giants “fan” and they didn’t even show up this season. Nevertheless, the Super Bowl has always been a good excuse for me to get together with friends, have some fun and indulge in a little greasy food and beer.

A recent research study found that 71 percent of viewers will be watching primarily for a good game and don’t care about the commercials. C’mon! I know there are more people that watch just for the commercials. The study also states that 91 percent of viewers will be excited by humorous commercials rather than ones that try to pull at the heartstrings (Anheuser Busch, looking at you – those Clydesdales don’t work for me anymore).

My most vivid Super Bowl commercial memory is when Doritos started its Crash the Super Bowl ad campaign (now in its eighth year) which has grown to become a widely anticipated event during television’s most watched sporting event. A brand that utilizes humor and creativity to create a historied campaign with an unfathomable return on investment is one that I admire. Contestants from all over the world are encouraged to submit their own Doritos ads for consideration. This year, two winners will have the opportunity to work on the set of Marvel’s “Avengers” sequel and one winner will take home $1 million.

The campaign has generated international buzz before the Super Bowl was even decided and will garner more media attention once the winner is announced this Sunday. Its chock full of interesting PR elements, including: local interest, international interest, brand awareness, creativity, humor and anticipation. Just search online for “Doritos” and see the amount of campaign coverage that comes up. In terms of ROI, their exposure is through the roof.

Check out the finalists on the Doritos website and cast your vote (polls close tomorrow night!). I’ll personally be sitting on the edge of my seat, crossing my fingers for the cowboy kid to make his appearance while I chomp on my Cool Ranch Doritos (less visible mess than Nacho Cheese). Now, how will you be watching the Super Bowl? I dare you to share your responses below.

7 comments (Add your own)

1. Kevin wrote:
Well, since you said "dare," I suppose it's best to chime in.

I like to watch the Super Bowl quietly, especially as it allows me to focus on the game and what happens when the game stops for commercials, which I follow closely.

I'm the kind of viewer who likes the volume up on the TV and down on the party-goers.

Tue, January 28, 2014 @ 7:11 PM

2. Alicia wrote:
I love the Superbowl; game, commercials, nachos and all! I will admit, though, if the Giants aren't playing I do look forward to the commercials more than the gridiron.

The Doritos commercials always tend to be some of the highlights (the baby slingshot is my favorite http://ow.ly/t3t9s). I think the Crash the Superbowl campaign allows people to connect more with the product, knowing the company listens to the consumer! I'm looking forward to seeing which wins on Sunday!

Tue, January 28, 2014 @ 8:17 PM

3. Wiggles wrote:
Pigskin. Sucks to be those guys.

Wed, January 29, 2014 @ 8:32 AM

4. Kristina wrote:
I love the Super Bowl ... commercials that is!

I cringe knowing that advertisers pay nearly $10 million for the total cost of a 60-second Super Bowl ad but still watch, laugh and share as they're unveiled.

My favorites are always the car ads. I mean, who can say no to the little Darth Vader who uses the Force on the Jetta?

http://youtu.be/1YrNQPc09yM

Wed, January 29, 2014 @ 9:01 AM

5. Angela wrote:
Because the Chiefs couldn't finish the only season that they’ve had any chance at in years, I'll be decked out in an old, faded and grass stained orange jersey that I for some reason saved from my soccer days. Both teams have “celeb” players that will make this year’s game pure entertainment, but the commercials will steal the show. My favorite commercial to date is the Volkswagen Darth Vader kid (http://www.youtube.com/watch?v=R55e-uHQna0). When I saw that commercial I instantly thought, “I am so going to be that hilarious parent someday.”

Honestly, what I'm most interested in is the showdown between Bruno Mars and the Red Hot Chili Peppers at halftime. I'm curious to see how the high energy, metro, suave pop singer is going to fare against the eccentric, rough-around-the-edges, legen (wait for it) dary rock and roll band. I’m betting that the Chili Peppers are going to bring the heat.

Wed, January 29, 2014 @ 9:27 AM

6. Hilary Kaye wrote:
Football is not my sport but the superbowl is just partly about football so its not a bad way to spend part of a Sunday. I like the social part of superbowl and the food and yes, the commercials for once are entertaining.But this year im sure im going to be watching how crazy cold the people are and how glad im not there!

Wed, January 29, 2014 @ 8:17 PM

7. Brandon M. wrote:
Hey, at least one of the Giants made it to the Superbowl (Eli was in the stands)!

According to the study posted, 29% of people watching were pleased by the blow out.

I was disappointed we didn't get to see any antics out of Sherman because of his late game injury.

Wed, February 5, 2014 @ 8:49 AM

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