When the Super Bowl happened in the past, I didn’t think much of it. I, like many Canadians, always thought watching the Super Bowl was more about being with all your closest friends and family showing off your impressive chip dips and chili. Now to be fair, there are some pretty hardcore Canadian NFL fans and I know they were watching that game in disbelief as the underdog came out on top.
This year, however, I’ve come to realize that the Super Bowl is more than just a football game. For some of us “marketing folk”, the Super Bowl is a great time of the year to hit up Youtube to look at all the great commercials we missed due to the Canadian vs. American broadcasts. Some of America’s biggest companies spent hundreds of thousands, or even millions, for a 30 second spot with the hopes that someone will see their ad, relate to it, and begin engaging with their company.
You Don’t Need to Spend A Lot To Get A Lot
But you don’t always have to spend millions on ad to make an impression. When the lights when out at last year’s Super Bowl Christie Cookie’s Oreo Cookie twitter ad stole the show with one tweet: “You can still dunk in the dark” was retweeted 10,000 times
As the marketer that I am, I began to look for this year’s Super Bowl ad that stole the show. After watching a few it hit me. It’s that ad I have seen appear on my personal Facebook news feed at least 3 times a day for the two past weeks, the one that has repeatedly referred to on Twitter as “Budweiser best buds”. This commercial right here:
Why do I think it is the most effective ad that appeared during the Superbowl?
Budweiser has taken their brand and instead of targeting one specific group within their target audience, has developed a story that everyone in their target audience can relate to in one form or another.
The commercial didn’t feature a call-to-action or a special promotion, but it allowed viewers to relate to the story of the “best buds” instead of the product. Allowing viewers to come to their own conclusion about final purchase of the product.
By posting this commercial on their Youtube channel before the Superbowl, Budweiser was able to create a buzz around their product. People who may not drink their brand at all, or have never tried it now all the sudden have this brand sitting on the top of their mind when they walk into the store. I know that I would be more likely to purchase Budweiser after watching this commercial!
It is important that when creating any form of digital advertising, whether it’s on one of our TV’s within your local network or on a national TV channel paying thousands of dollars for a 30-second spot, that you look at who you want to target and the impact of your message will have on them.