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The Super Bowl Phenomena: Commercials or football?BY: Guest User | Category: Sales-Marketing | Submitted: 2010-02-22 09:59:13
It's not often that the commercials in a television show get as much publicity as the show itself. With the Super Bowl, however, this is pretty much the case. The Super Bowl is primarily a football game. There are Super Bowl parties around the country that give fans a chance to wear their teams' colors and cheer alongside other fans (or boo them, if they are rooting for a different team). The Super Bowl, however, also brings out a different crowd: commercial enthusiasts. The Super Bowl is one of the most-viewed television programs ever. Because of this, it provides fertile soil for advertisers. It also makes air time a valued commodity. These two factors make for some incredibly creative commercials. While at most games, you have the standard commercials that might come with any television program, the Super Bowl has a reputation of having creative and awe-inspiring commercials. Then again, it also has some pretty lame commercials too. In the 2010 Super Bowl between the, well, I honestly don't remember who it was between. . . Doritos held a contest to have fans create commercials for a chance to have them aired during the Super Bowl. The winners would not only have the fame of having their creation seen by the largest viewing-audience in history, but they would also receive a cash prize depending on the number of votes they received online prior to the Super Bowl and the ranking their commercial got in the post-Super Bowl commercial judging. Doritos' presence was noticed during the 2010 Super Bowl not only for the commercials that were aired, but for the creative marketing strategy that they employed. Instead of just using the Super Bowl as a one-time opportunity to get the word out about their product, they developed a contest that would drive people to their web site (and customers to their product) well before the kick-off. I imagine that my experience with the Doritos contest is almost exactly what the marketing strategists envisioned. I first heard about it from a friend who sent me a message via Facebook. She and some of her friends had submitted a commercial to the contest and were selected as a finalist. Although she and I were friends on Facebook, this was the first time that she had sent me a message. In it, she included a link to their commercial online so that I could watch it and vote for it. When I clicked on the link, I was sent to Doritos' web site and had the chance to watch numerous commercials that were created for the contest. Because my friend was involved, I watched her commercial and almost all of the others that were in the running. Doritos got me to stay on their web site for over twenty minutes just based on my friendship with this woman. I also clicked on almost every link she sent me to news stories that featured her commercial. The next phase of this marketing technique got me talking about it. Any time over the next few weeks that someone mentioned the Super Bowl, I was excited to tell them about my friend's Doritos commercial. When it came to game day, I watched every commercial - eagerly anticipating the sight of my friend's commercial. Sure enough, it was shown and I made sure that everyone in the room watched it. Now, about three weeks after Super Bowl Sunday, I can remember only three or four of the products that were advertised during the Super Bowl. Obviously, Doritos is one of those products. Article Source: http://www.writearticles.org/ About Author / Additional Info: Comments on this article: (0 comments so far)
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