Isn’t it interesting how branding and advertising strategies converge around the Super Bowl? No matter how what kind of products they’re promoting, companies and agencies seem to play copycat in the run-up to the big game. This year it’s all about teaser leaks and hashtags.
The game has changed: two days ago NBC already had a post up ranking the leaked clips, and most marketing execs “don’t see any downside” to releasing ads ahead of time, thereby foregoing “the ‘aha’ moment” when viewers see future classic commercials for the first time. Their theory: all buzz is good buzz, and social sharing could make their ads even bigger. Just because people have seen or heard of them before doesn’t mean the public response will be any less positive.
Not everyone agrees, though: a marketing professor tells the New York Times that leaks only work for particularly “dynamic, innovative or exciting” ads, while “old school” ad execs prefer the “element of surprise” that comes from making the public wait. The Bleacher Report blog even theorizes that the leaks will lead to decreased viewership since so many Americans are more interested in watching the commercials than the game itself.
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