One-Shot Advertising: A Super Bowl Strategy
MediaPost’s Online Spin blog by Cory Treffiletti takes on the modern marketer’s approach to the Super Bowl, positing that companies who do one-shot advertisements during the game are “wasteful.”
Normally, I would agree that the “one-and-done” strategy is a losing proposition. As a marketer, I try very hard to use all meaningful pathways to drive interest in my campaigns. Customers are listening to and watching many different forms of media – they are multi-dimensional – so placing your ad in multiple targeted spots generally works best.
But the Super Bowl is an exception to that rule. Many people watch the Super Bowl JUST FOR THE COMMERCIALS. The advertising becomes the desired content (not just a message that’s getting in the way of desired content – like most ads), and the audience IS one-dimensional, contrary to Treffiletti’s assertions. The exposure – to 100 MILLION viewers – is unmatched by any other format. And the media analysis about the ads after the game keeps the buzz going for you, at no extra charge.
But if the Super Bowl is your company’s one shot, it better be a darn good one.
What’s your favorite Super Bowl ad ever? Below is one of my faves.