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Super Bowl Ads – Broadcast or Bro-cast?

February 7, 2011 | By | No Comments

From the E*Trade talking baby to VW’s preschool Darth Vader, we’ll all spend time today talking about the good, the bad, and the ugly of the 2011 Super Bowl ads. But did they hit the spot?

Christopher Rollyson on recently wrote about the macro trends of 2010. One trend he noticed was that social media marketers began to shift from broadcast mode to relationship-building mode as they realized that genuinely interested consumers become brand advocates. And those “relationships,” he writes, “take serious work…” After all, it can be a long path that takes the target audience from broadcast consumer to bona fide bro.

And so we come to the Super Bowl ads, which this year sold for roughly $2.5 to $2.8 million for 30 seconds. In the past, the ads have been all about the broadcast. Now, they are a’changing.  Take VW’s early release of the “The Force” ad, which generated online buzz days before the big event and had garnered almost 12.5 million views by Super Bowl Sunday morning. Doritos, as it has in recent years, showcased user-generated content (UGC).

Did you think any of last night’s ads provided a pathway to relationship building? Are they still more broadcast than bro-cast?

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