I’m not sure why the 2008 super bowl ads are almost sold out in October when the game isn’t till February but maybe the holidays inbetween now and then have something to do with it. If you are one of the people who is buying one of these very very expensive FOX $2.7 million dollar 30 second ad spots here are some tips:
1. First consider is it really relevant to advertise in the super bowl? Is there a need for your product in February? Is there a relevance to families, football and/or men? These are the core demographics. If it’s not a match, skip it no matter how badly you want the publicity.
2. Make em laugh. Funny ads have staying power both at the watercooler the next day and for months afterwards. If people relate to the humor in the situation its even better.
3. Use something new. Don’t run some old ad we have seen a million times already. New creative or no creative is the way to go.
4. Don’t bother with celebrities. Unless its particularly relevant to your product. And I don’t ever really think it is. They raise costs dramatically and don’t really raise the appeal of what a super bowl watcher is looking for.
5. Remember to support this really expensive placement so it is not instantly forgotten before consumers get out their pocketbook. Support the super bowl ad with a well diversified campaign offline, online and everywhere else. This means everything from TV commericals for weeks afterwards, search ads, social networking if possible, blogs if possible, a microsite or at least a mention of the ad on your home page and make it available to view online, print ads if you still do that, emails linking to microsite and coordinating online display ads too.
6. You can make spending this much money on an ad a publicity event in and of itself. It is cheezy though and people don’t really care unless they are benefitting from it. A press release can be ok, and reveal some hints about why the ad will be appealing, but leave the big reveal of the commercial for the actual game. But again this is totally stupid if your ads are not new, not edgy, not funny and not successful. So, proceed with caution here.