As of Monday the 27th, 17 companies had already posted teaser spots on YouTube in addition to paying for promotions on the site. By the end of the week, almost every advertiser had released their actual ads. In fact Budweiser’s “Puppy Love” spot had over 32 Million views this morning. Compare that to last year’s Super Bowl viewership of about 108 Million. I’d take that before airtime, and don’t forget that these ads continue to be seen after the game.
“The Super Bowl ad contest, it turns out, is increasingly similar to a presidential campaign—it’s all about the crucial weeks of expensive and calculated preparation leading up to the big day. Last year viewers watched 265 million Super Bowl commercials on YouTube, about 2.6 times more than in 2012, according to Google. What’s more, almost one-third of those video clicks came before kickoff. ‘The scoreboard of the Super Bowl has become YouTube views,’ Lucas Watson, Google’s vice president of global brand solutions, said at a breakfast in Manhattan last week.” —Bloomberg Businessweek, “How Google Gets Its Piece of the Super Bowl”
Stretching your creative over a variety of social channels is the only way to go if you want to build a story around your brand. This tactic is not just good for a big-budget ad. It can be useful for any campaign, especially if you’re working on a smaller budget. Take the content. Re-cut it to engage your employees first. Then start giving your customers bits and pieces to get excited about. By the time you roll out your new product or service you could have the next “Rocky” – a labor of love shot on less than a million dollars, this hit movie brought in over $225 Million and one three Oscars including “best picture”.
Blair Witch Project.
How will you stretch your next creative project?