Super Bowl Ads

SUPER BOWL ADS
955 words – a little over 4 minutes to read

How do you measure the success of Super Bowl Ads? Some measure by a laugh-o-meter. Others go for big graphics. I would put forth that success is based not on cheap laughs or expensive art, but what the viewers remembered about the brand itself days after viewing the commercial. Last week, I dissected the Super Bowl ads with students from Dallas Christian College, where I was a guest lecturer. Here are the 10 top ads we chose, and why.

Best Storytelling
Human minds zero in on stories. We love them, remember them, internalize them. And, if the story is truly connected to the brand, the feelings produced by the story are transferred to that brand for years to come. Here are our picks for best storytelling:

1. Taco Bell – Date
Taco Bell presented an entertaining story, as we watched a hyper-drive man move with supersonic speed from meeting a woman at a party to introducing her to his parents.

2. Bud Light – Meeting
We’ve all been there: the budget meeting, brainstorming session on how to reduce big corporate costs, the young guy in the corner who comes up with an idea. In this case, however, the idea (stop providing Bud Light at every meeting) gets him ejected — literally. Companies may need to cut back, but cutting Bud Light is unthinkable. The best part? The last line from the injured golden boy: “I was just kidding”. Even a green kid like him knows better than to touch the Bud Light budget.

3. GE – Wind Energy
A young boy tries to catch wind in a jar somewhere in Europe. He runs to a quaint cottage to join a birthday party of his grandfather. Warm tones, music from the old country, European farm life warm viewers’ hearts. Grandpa can’t blow out all his candles, so the boy has adorably tried to help. He opens the jar and woosh — gale force winds escape. Capturing the wind is suddenly a powerful thing. Well done, GE.

Top Pick for Ongoing Marketing
Jack in the Box – Hit by a Bus

The witty, good natured Jack is talking with a staff member when suddenly, out of nowhere, pow! Hit by a bus. Overly dramatic clichés mock TV dramas. The key, though is the ongoing campaign at www.hangintherejack.com. Visitors can watch “home videos” from inside the bus that hit Jack, leave a message wishing Jack well and see “In lieu of sending flowers, please order anything on the menu, anytime of day. Jack would want it that way.” Now that’s ongoing marketing.

Top Pick for Citizen Marketing
Doritos – Crystal Ball
An office worker brings in a “crystal ball” — really a snow globe — that tells him the future. Of course, this is a DIY destiny, so “I see free Doritos” is followed by the guy throwing the globe through the vending machine glass. Sadly, his co-worker’s attempt fairs less well. This ad was a great piece done by an amateur filmmaker and some of his friends, and deserves the buzz it produced. However, the real payoff for Doritos is the attention it gets for the contest. Over the past 3 years, thousands of amateur producers have tried to create winning Super Bowl commercials. Well, these friends did just that and were awarded $1 million for their efforts.

Top Pick for Putting a New Product on-the-Map
Hulu.com – Alec Baldwin
Whether a Super Bowl ad is worth the money is debatable in many cases. However, one of the best uses of a Super Bowl spot is to introduce a new or previously unknown company. Hulu introduced itself to over 151 million viewers at once and put itself on the map. Overnight, Hulu became the place to go to watch your TV favorite shows on your computer. Traffic on the website has skyrocketed. Web information company Alexa says Hulu’s 3-month visit percentage is up 32.1%.

Top Pick for Best Offer
Denny’s Thugs – Free Grand Slam
Denny’s “serious breakfast” ads weren’t superior, but their offer was. During America’s most watched television event, Denny’s announced that it would give a free breakfast to every person in the country. They made a big gamble, and the following Tuesday, America showed up. I waited for 25 minutes, while some in California waited for 2 hours.

Top Pick for Best Commercial
(that wasn’t entirely dependent on humor)
Audi – The Chase
While most of the ads depended heavily on humor, Audi stood out with an action sequence. Jason Statham, star of the Transporter movies, is being chased. He moves from car to car, disappointed each time, until he finds an Audi. He zooms off, finally in a car that performs as needed.

Top Pick for Most Memorable
Career Builder.com – Tips
There’s a reason kids’ songs that repeat and build every verse are popular: they’re really easy to remember. Career Builder did it’s version for viewers unhappy in their jobs and few people have forgotten it. The punchy visuals and emotion that you can relate to if you’ve ever been in a really horrid job. Career Builder had us anticipating the next verse and trying to remember each repetition. Kudos for getting the audience involved, and kudos for getting us to remember.

Top Pick for Continued Greats
E*trade – Talking Golf Baby
This ad was another good one for the guys at E*trade. The talking and trading baby, who debuted at Super Bowl XLII and continued to be a hit all year, joined us again for XLIII. This time he was joined by a friend. He was also joined by the great audio-visual synching, writing and punch lines that made this campaign famous.

All of these advertisers saw increased web traffic and/or business almost immediately. They created buzz both offline and on. They were memorable, well-done and will generate positive return on investment. Super Bowl Ad money well spent.

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Leveraging The Basics

LEVERAGING THE BASICS
409 words – a little over 2 minutes to read

Recently, I blogged about the Marketing Mix. Now let’s talk about the first category in the mix: The Basics. Remember that this category includes those attributes so fundamental that people often forget that they really are marketing ingredients: your company’s name, business cards, stationery, payment methods you accept and more. Chefs will tell you that the “boring” steps of the recipe are often the most important: choosing the best cut of beef is more important to the meal than the fancy tomato rose that adorns the plate. Chefs spend time combining butter and flour and cooking it just enough to create a smooth base called the “roux” (pronounced “roo”) before adding ingredients to make a gravy or sauce. Creating a smooth roux isn’t exciting, but if you get it wrong, there’s nothing you can do to fix your gravy later. In the same way, the “marketing basics” aren’t as glamorous as a 3D ad or a slick brochure, but they’re the most crucial.

This year, Cars.Com spent about $3 – $4 million on their Superbowl ad. The commercial, in the style of The Royal Tennenbaums, was full of wit and focused on the message.

Now imagine that millions of car buyers go to the site in the week after the game. Imagine that the site is sloppy, unhelpful or even frozen. What if it contained biased opinions or information that was just wrong? Imagine if some prospects tried to contact the company and didn’t hear back from them for several days, or weeks, or not at all. Like the smell of a steak grilling, great ads draw prospects to you. Once they’re there, The Basics – the quality of the steak – are what keep them.

Before you blow your budget on a slick campaign, ask yourself if you’ve covered The Basics. What do your people wear at work? Do their clothes underscore or fight your company’s message? At networking meetings, do your elevator pitches result in referrals? What do clients hear when they’re put on hold? Are you annoying them with bland music or using that time to upsell, introduce new offers or entertain them? Is every piece of communication (printed, digital, visual or audio) professional, on-message and proactive?

This week, spend some time looking at your company the way a prospect or client sees it. Remember, roux may not be anyone’s favorite food, but it’s the foundation for some of the best culinary experiences out there. Go do your roux!

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The Worst 8 Of ‘08

THE WORST 8 OF ‘08
1002 words – less than 5 minutes to read


Last time we looked at the Top 8 of ’08: the best marketing campaigns of the year. As promised, today we’ll survey the biggest marketing blunders of 2008.

#8. Walmart: Facebook Page
So, just to review: cool social networking requires three things: cool, social, and yes, networking. We thought everyone understood this, until we watched Wal-Mart’s infamous Facebook fiasco. The retail giant lumbered onto Facebook with a humorless, decidedly uncool fan page with little content and no benefits. There’s no real community and fans get no “social capital” by associating themselves with the company. Lastly, after suffering through some insults on their discussion board, Wal-Mart ditched their discussion boards. The network (I use that term loosely) has been downgraded to occasional wall posts that the Orwellian behemoth censors. The worst part is the lost potential. The number one Facebook page associated with Wal-Mart is “30 Things to Do at Wal-Mart”. Others include “I love pointless trips to Wal-Mart” and “I’m bored, let’s go to Wal-Mart.” These groups have wittier, more loyal and positive posts. The official page could have widgets. For example: the “Money saved since January 1, 2009” counter from its corporate website, Facebook-only coupons, or specials that are only good for the next 2 hours. Wal-Mart’s mascot is the happy face “Rollback Man”, which could star in an infinite number of badges. Sadly, Wal-Mart missed the boat completely because it doesn’t understand the medium.

#7. The Big 3 Automakers: unintended bailout campaign
OK, so this wasn’t technically a marketing campaign. However, when the eyes of America were watching (and were already bailout-bitter), the Big 3 CEOs came to Washington to beg for billions. The worst marketing blunder, though? GM CEO Richard Wagoner, Chrysler CEO Robert Nardelli, and Ford CEO Alan Mulally flew in their private jets to our nation’s capital. If I’d been their marketing advisor, they would have humbly driven down in their hybrid cars. Doing so would have: resulted in tons of free press for the cars, sent a message of humility, cost effectiveness, and environmental awareness and sent the message that “our hybrids are so great, even our CEOs love to drive them.” Big blunder.

#6. Coors: “Code Blue” MySpace campaign
Here again, a major marketer blunders in the social networking medium. Coors has done many good things in the viral/social media campaigning. However, it’s Code Blue campaign allowed MySpacers to send unlimited text messages saying “Code Blue” to anyone they wanted. The result? Cell phone users were overwhelmed with both the cost and the annoyance of text messages from Coors. The viral aspects went out of control, and the backlash of public anger sank the campaign.

#5. Sales Genie: Superbowl Ad
The service is a solid idea: provide leads to companies and salespeople. However, in 2008, Sales Genie blew their marketing budget on an ad that was able to turn off 97.5 million viewers in 30 seconds. The ad, featuring panda bears running an unsuccessful bamboo furniture store, would have been forgotten as a poorly written, uninteresting waste of an advertising budget, except that it was filled with racist innuendos. Sales Genie only wishes that the ad could be forgotten.

#4. Starbucks: Friends and Family Week
Ah, those good intentions… In 2008, Starbucks decided to spoil the friends and families of their Baristas with a week of free iced coffee. However, Starbucks cancelled the program after the first day when crowds of “friends” and “family” overwhelmed the stores. Annoying your best customers is definitely not a great move, but here’s the real kicker: Starbucks had done a similar promotion in 2006 and had similar results. You’d think they’d learn.

#3. Judd Apatow: Forgetting Sarah Marshall billboards
Apatow, director of many hit movies such as “40-Year Old Virgin (2006),” “Knocked Up (2007),” and “Superbad (2008),” wanted a quirky, viral-worthy marketing campaign for his new movie. The campaign consisted of “hand-written” signs ostensibly written by the jilted ex-boyfriend slamming a girl named Sarah Marshall. The problem? Apparently, “Sarah Marshall” is a pretty common name. Sarahs all over the country were surrounded by ego-boosters like “You do look fat in those jeans, Sarah Marshall” and “My mother always hated you, Sarah Marshall.” Ms. Marshalls across the nation protested (or at least would have, if they could’ve handled leaving the house). Some even responded with similar sayings to Judd Apatow himself. The result? The movie, and its creator, just looked mean.

#2. Microsoft: Seinfeld and Gates
After being beat up by Apple’s “I’m a Mac” campaign (see Top 8 of ’08) for almost two years, Microsoft finally decided to put up its dukes and fight. Microsoft’s campaign featured Jerry Seinfeld showing Gates the real world in an attempt to connect to regular people. The ads mocked both Bill Gates and his “regular guy” customers, but worse yet, they were neither funny nor well-branded. The ads were the antithesis of Apple’s campaign, and were cancelled so quickly that the third commercial, already filmed, was never aired.

#1. John McCain: Presidential Campaign
The 2008 presidential election was as much a race between marketing strategies as it was between candidates. Obama’s young, inclusive, techno-savvy campaign (see top 8 of ’08) helped raise money and win the election. McCain’s marketing, however, looked tired, indecisive and dispassionate. McCain misstep: a cluttered and fragmented message. Is experience important? Yes, until Sarah Palin came on board. Was he a maverick? Yes, except he couldn’t disentangle himself from President Bush. Was he the champion of lowered government spending? As long as you ignored the vote for a $700 Billion Bailout weeks before the election. Was he the inclusive candidate, reaching out to younger voters, women and minorities? Well, no on that one. These were communication and marketing strategy decisions. Many times, the campaign simply couldn’t get the word out on his position. They let the media and the opponent define McCain, and for that, they’re our biggest blunderer of ’08. Hey, at least he came in first this time!

Did I forget anyone? Don’t agree? Let me know!

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My Picks For the Top 8 Of ’08

MY PICKS FOR THE TOP 8 OF ’08
938 words – about 4 minutes to read

Now that tumultuous 2008 is in the can, I’m revisiting the Top 8 of ’08: those marketing campaigns that left everybody else in the dust. These are the most appetizing appetizers and the most mouthwatering desserts. Here’s the countdown. As we say here at Marketing Chef HQ, Bon Appetit!

#8. Apple: I’m a Mac.
Witty, approachable and elegantly designed: Apple’s product philosophy entered its advertising with the I’m a Mac campaign. The ads let “Mac” be congenial and caring — the good guy, while “PC” made a buffoon of himself — awkward, a little paranoid, and often “buggy.” Worse yet for PCs everywhere, the ads went unanswered until just recently (and when they were, the Microsoft response flopped.)

#7. Nalley Lexus dealer: The Love Letter
Just before Valentine’s Day, thousands of men in the Atlanta area received a pink envelope containing a handwritten love letter. The first page is so doting, it almost makes you blush: “I can’t stop thinking about being yours…we belong together…life is too short to spend another day apart…” You get the picture. “I’ve left my picture and phone number.” The recipient turns to the second page and sees (you guessed it) the picture of a Lexus, “I was made for you” and, still handwritten, the dealership’s name, phone number and website. Steamy, deliciously funny and oh so satisfying!

#6. E*TRADE: Baby
E*TRADE hit 2008 right out of the gate with a Superbowl ad touchdown. Now, normally these ads aren’t worth the cost, but E*TRADE’s Superbowl commercial practically paid for itself before kickoff of the Pro Bowl. You remember the campaign: cute baby sitting in front of a computer making trades. Sounds pretty innocuous, except for the eerily well done lip synching that makes it appear that the infant’s actually delivering the monologue. Add a clown, phone or an unexpected spit up and you’ve got an unforgettable campaign.

#5. Geico: Gecko, The Caveman, and the Celebrity impersonating a real person
In 2008, Geico did something that most other companies didn’t do; they ran three different marketing campaigns simultaneously. They ran all three campaigns throughout 2008. The humor ties them all together, while cycling the commercials prevented overexposure for any one of them (a real risk for the Cavemen after the failed sitcom attempt). Rather than suffering from burnout, Geico customers and prospects anticipate the next commercials. When your customers feel like your new commercial is a treat, you know you’ve done something right.




#4. BlendTec: Will It Blend?”
The Posterboy of viral marketing has to be Blendtec’s internal videos turned brilliant marketing campaign. It all began when retro-cheesy CEO Tom Dickson started throwing things into the powerful blenders to see what would happen. Luckily, they videotaped it and somebody threw it onto YouTube. iPhones, tiki torch, marbles and more — and the viewers keep coming back to see what they’ll try next. Millions of views later, sales are up an astonishing 800%. Not bad for an accidental ad campaign!

#3. OfficeMax: Elf Yourself
Nothing says Christmas like dressing up in elf costumes and bustin’ a move with the family. Of course, few of us will actually do this, so OfficeMax’s Elf Yourself is the next best thing. Upload pictures of your family members’ faces, and voila — well-produced video greeting card starring you (or at least dancing elves that look remarkably like you). Interactive, appealing to the eye, starring in your own “movie” — what’s not to like? The website has boasted a whopping 193 million page visits in 2008, making it one of the most successful viral campaigns ever.

#2. China: Summer Olympic Games
When China hosted the 2008 summer games, it took the opportunity to remake its image. China, once thought of primarily as closed, communist, totalitarian country was hoping that the whopping $44 billion it spent on the games would change the world’s opinion. In preparation for the Paralympics, Beijing and the surrounding areas became disability-friendly. Sponsorships were touted as examples of a more open economy, and the ceremonies displayed the nation’s art and prosperity. China highlighted its modernity through technology, architecture and infrastructure, and its soft-side through its sites and human interest stories. Though there were slips in the image-making, like the little lip-synching girl, and the gymnastics age dispute, China largely succeeded in its endeavor.

#1. Obama for America: Presidential Campaign
Every four years, the best and the brightest come out to show us what they’ve got, and 2008 was no exception. No, I’m not talking about the candidates. I’m talking about the marketers who are hired by the presidential campaigns. No matter what your politics, I think it’s inarguable that the marketing for the Obama for America campaign left primary and general election competitors in the dust. Some of the things they did right:

  • An idealistic message appealing on a deep archetypal level;
  • Serious use of social networking. The campaign didn’t just use social networking, it lived on it.
  • Consistency throughout. The campaign (all about youth, hope, technology and inclusion) received a whopping 10% of its donations online, and almost all of those were under $100. Remember, everything you do and everything you don’t do sends a message;
  • Viral Marketing. Okay, so this technically wasn’t the campaign itself, but it still helped. You may have seen the YouTube video, Obama Girl. If so, you were among 8 million others who viewed — and were influenced by — the video.
Of course, this is my opinion only, so I’d love to hear your feedback. Join the conversation and leave a comment! And, check in next time, when I’ll talk about the Worst 8 of ’08: the biggest marketing blunders of the year.

 

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