Super Bowl MVBs: Most Visible Brands | Industry Insights | All MKC Content | ANA

Super Bowl MVBs: Most Visible Brands

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By ANA Staff

The Super Bowl is over, and marketers are reflecting on the biggest media event of the year. For the brands that chose to advertise during the big game, the stakes were high: high cost, high visibility, and hopefully, high ROI. Here are a few ANA members who have scored big with their Super Bowl campaigns in recent years.

  1. Avocados from Mexico made it to the top three of Merkle’s Digital Bowl Report in 2017 with their multi-channel approach to engaging its audience. They understood that on Game Day TVs rule, but the second screen should not be forgotten. The brand created a rich digital experience with an emphasis on celebrities, influencers, and social media to get their hashtag #AvoSecrets used over 100,000 times and garnered 3.3 billion impressions. Alvaro Luque, president of Avocados from Mexico shared additional insights in this video from the ANA Multicultural Marketing & Diversity Conference.
  2. Gatorade didn’t create a TV spot for the big game in 2017, but the brand still got on the action with its Snap Chat filter. After a sports team wins, it’s a tradition for the players to up-end the watercooler on the coach, dousing him to celebrate the victory. Gatorade created a Snap Chat filter that gave users the chance to experience what it would be like if they got “dunked.” More than 8 million user-generated videos were created, and the average interaction with the filter lasted 29.91 seconds, nearly the length of a multimillion dollar : 30 TV spot.
  3. Kia’s “Eco Warrior” campaign promoted the brand’s first crossover hybrid vehicle and starred comedic actress Melissa McCarthy. Leading up to the big day, the brand released three videos highlighting the technology of their newest model car. Then, during the Super Bowl Kia used GIFs of McCarthy to react in real-time to action on the field and to engage with their audience directly. Kia monitored engagement and conversations on a live dashboard during the event.
  4. NFL’s “Super Bowl Babies” campaign was created based on the insight that when the local team wins the Super Bowl, there is a spike in babies born about nine months later. The NFL leveraged this insight to create a campaign that would positively influence the brand’s perception, which was, at the time, not well-regarded due to scandals and controversy. The NFL’s Super Bowl airtime included one 60-second ad and two 10-second teaser ads. The campaign layered on a PR push, as well as digital tactics which resulted in 1.56 billion earned media impressions from 400+ articles. The campaign resonated with the NFL’s core audience of men, but also widened the reach to young female fans.

As expected ANA members continued to wow us with their memorable ads this year. Which spot was your favorite?

Source

"Super Bowl MVBs: Most Visible Brands." ANA, 2018.

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