Super Bowl Branding -- Do Super Bowl Ads Really Work?

NEW YORK/PRNewswire/ — “Super Bowl ads are one of the purest forms of branded entertainment,” says Larry Vincent, Group Director of Strategy in the Los Angeles office of premier brand strategy and design consultancy Siegel+Gale, and long-time entertainment marketing expert. “Super Bowl ads have become theatre in their own right, but if you’re not tying the ad to a direct call to action, you have to ask: what is this huge investment really doing for my brand?” “The iconic Apple Macintosh introduction ad in 1984 worked as a brand- building tool because it addressed the promise of the brand and established the voice that the brand would employ for decades to come. But it was also a spectacular launch point for a much bigger campaign — the next day they launched the product. They used the media for its greatest strength: reach. Frequency was not a factor, since the ad ran once and only once. “Advertisements that are tied to a promotional campaign or short-term, national sales initiatives can work well on the broadcast. That’s why you see so many movie ads. The studio has to build a brand in six weeks or less. They need to go from 0 to 100%, and a Super Bowl ad can put a film on the map. “But it gets tricky when you plan to use the media for pure brand-building purposes. Too many companies feel they must be represented at the Super Bowl – – that they have to buy these spots. It’s the perceived membership dues for a major brand. They try too hard to find a way to use the media, defaulting to ‘brand.’ It’s not clear that a Super Bowl ad does much for most of these companies. “Here are three things to consider when using a Super Bowl ad as a brand- building initiative:
1. Make the ad a tangible touch point of your existing brand strategy; reinforce messages already in the marketplace about what your brand stands for. It must reflect your promise, your values, and your unique corporate voice. 2. Don’t try to load the ad with too many messages. You’re competing for consumer attention. Too many brands over-reach. Keep it simple. 3. Have celebrity endorsements and cutting-edge digital effects serve your brand — not vice versa. You’ve got 30 seconds to create effect for the brand. Think of your casting and special effects choices as tools to help re-convey your story.”