2013 Super Bowl commercials seen from a PR perspective

4 Feb

superbowl-logoThe Super Bowl XLVII was aired yesterday, which also meant the showing of this year’s Super Bowl commercials. I personally find the commercials more interesting than the game itself because of the great effort brands put in these ads. With the cost of up to $4 million for a 30-second time slot, I am clearly not the only one who is aware of the power of Super Bowl commercials.

From a PR student’s perspective, I see the commercials as a great opportunity to add PR value to the brands, and engage and affect their audience more than just viewings on game day, but also to generate word-of-mouth (or word-of-mouse). This year has been the most social media driven year for Super Bowl commercials ever, and the reason for the big social push is simple: more shares equal more views, which equals more brand exposure.There are over 110 million people watching the Super Bowl, and this shows the great reach the ads shown on game day can have. This also gives us as the audience great expectations of the ads being creative, funny and memorable. Not only are the ads going to be seen by a huge audience, but they also have the opportunity to go viral, by being viewed on YouTube, tweeted about and shared on Facebook.

The most popular Super Bowl ad this year was Budweiser’s “The Clydesdales: Brotherhood”. This commercial appeal to emotions and shows a horse breeder who raises his foal to become one of the beer’s famous Clydesdale horses. Budweiser has also posted a poll on Facebook and Twitter where the audience can decide what the newborn foal in the ad should be named. By doing this they are engaging consumers even further, and creating more buzz around the ad. The video has already gone viral, and is the 3rd most shared Super Bowl Video of all time with over 1,5 million shares and 6 million views (mashable.com).

Moreover, when it comes to buzz, GoDaddy had the most Tweets (290 000), however it was mostly negative, as the commercial concerns top model Bar Refaeli passionately kissing an overweight “computer geek”. However when it comes to PR the ad got a lot of buzz, and all PR is good PR, right? I have attached an infographic from the Whispr group showing the most successful commercials of this year’s Super Bowl. It also shows the important role of social media for brands today. Which Super Bowl commercial was your favorite?

Source:

http://mashable.com/2013/02/03/budweiser-super-bowl-ad/

Video in courtesy of youtube, Infographic in courtesy of the Whispr group

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