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.
Tue, January 28, 2014
by Liz Drew filed under