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Posts Tagged ‘Super Bowl’

The Price for Ad Spots at Sporting Events Is Too Damn High! Is This a PR Opportunity?

march madness tweetEach year, many (many, many) stories are written about the skyrocketing prices for advertising during the Super Bowl, March Madness, World Series, on a NASCAR hot rod and on and on the list goes. As valuable as these captive audiences are, it looks like the folks selling this ad space may be taking the price tags a bit too far. Marketers “warn a ‘day of reckoning’ is coming when Madison Avenue will just say ‘No’ to hyper-expensive sports programming.” Oh snap.

Panelists speaking at the 2014 IMG World Congress of Sports caution that the high costs for running an ad during these events is eating away at more and more of their budgets. As a result, marketers are seriously considering finding other, more economical ways to reach audiences. Seriously. They’re not even joking!

That’s where you come in, public relations.

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This Is Why JCPenney’s Twitter Stunt Is Not Another ‘Oreo Moment’

From Vegas to Madison Avenue, everyone was looking to get in on some Super Bowl action. For marketers, that means standing out from the crowd. To accomplish these two things, JCPenney thought it would be a good idea to send out fake drunk tweets.

jcpenney tweet

After thousands of retweets, giggles, and WTFs, the retailer came clean and admitted it was part of a whole #TweetingWithMittens hashtag stunt.

A spokesperson for the shop, Kate Coultas, says, ”We knew Twitter would be very active but wanted to find a way to stay above the Super Bowl fray and instead create our own narrative. Given it was cold, and we are selling Go USA mittens — we thought it could be a fun stunt!”

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14 PR and Social Media Winners from Super Bowl XLVIII

superbowl2That was a boring Super Bowl in every way. Not only was the game itself a blowout, but most of the ads were lackluster and no brand recreated Oreo’s breakout success on social.

Still, a few companies and personalities did manage some clever nuggets, which we will now review.

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Apple’s 30th Anniversary Video > Any of Those Super Bowl Ads

This morning everyone’s talking about their favorite Super Bowl commercials, but the spot we like best didn’t air during the game—in fact, it debuted today.

Via Re/code, we woke up to a new Apple spot created entirely with iPhones on a single day (January 24th, the company’s 30th anniversary) and edited over the following week.

Pretty cool, right? Some details after the jump…

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Super Bowl XLVIII’s Biggest Loser: New Jersey Transit

One name that definitely didn’t get any good press last night: New Jersey Transit.

Most who regularly commute to the city know the horrors of Penn Station at rush hour. We like to call it a Seventh Circle filled with exhausted professionals boarding standing-room only trains, desperate to return to the relative calm of the suburbs.

Yesterday the service shattered previous records as more than 30,000 people used the system. Most of them did not have a good experience, with delays of up to 90 minutes inspiring many social media complaints and even more creative curse words. Several fans collapsed. We’ll let the riders themselves tell you more:

This morning Gawker and other outlets collected some of the most horrific images—and they’ll make you thankful that you weren’t anywhere near MetLife stadium last night.

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Facebook PR Really Wants Famous People to Post During the Super Bowl

TETRRF-00013166-001OK: one last Super Bowl post before the big weekend, because this one provides us with a glimpse inside the Facebook PR team’s strategic manual.

This morning Re/code posted on a letter sent by the Facebook team to a talent agency in which the network explains the rewards public personalities will receive for participating in a little pigskin experiment.

The idea: big names will start a “WatchWith Party” by simply posting Super Bowl-related stuff and using the hashtags #FBWatch and #SB48 (because everyone uses Facebook hashtags).

You want to read the conditions, don’t you?

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U2 to Unveil New Song During Super Bowl Spot, Offer Free Downloads to Benefit (RED)

a812d18636ceff861a80c8920a9dedc6Come Super Bowl Sunday, you may be buying many things–beer, chips, a box of ever-elusive Velveeta, or even David Beckham’s underwear–but U2 and AIDS charity (RED) are hoping you’ll also choose Sunday as the day to download the band’s new song, “Invisible” (for free!).

During a commercial break in the big game, the song will premiere in an edited version of its music video, after which, “Invisible” will be available for free download on iTunes for a 24-hour-period. Every time the song is downloaded during those 24 hours, Bank of America will make a $1 donation to (RED)–up to a total of $2 million. All the funds will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria.

The promotion is the launch of a new partnership between the banking giant and (RED), which, since it was founded by Bono and Bobby Shriver in 2006 with the aim of engaging businesses in the fight against AIDS, has teamed up with big-name brands like Apple, Starbucks and The Gap to raise more than $240 million for the Global Fund. Read more

STUDY: Doritos, M&M’s and More Score Perception Bumps with Super Bowl Previews

You may have heard that there’s a sporting event coming up this Sunday and that every brand in the world wants to make the most of it.

Everyone in the PR/marketing/advertising world wondered whether this year’s decision to allow the public to watch full ads before the game would help the brands that participated, and a new survey from our friends at YouGov confirms that it did, indeed.

Doritos is the top “improver” in all three of the study’s categories: word-of-mouth, online buzz and, most importantly, purchase consideration. While YouGov notes that Doritos included kids and animals in three of its whopping five ”Crash the Super Bowl” ads, researchers credit this brilliant spot for the bounce:

OK, that was pretty good. More winners after the jump:

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SodaStream Wasted Their Time Trying To Stir Up A Super Bowl Ad Controversy

For a second year, the SodaStream Super Bowl ad has been rejected.

Last year, CBS gave SodaStream the thumbs down because it directly attacked Coke and Pepsi. “The controversy ended up being more memorable than the final approved ad,” writes Business Insider.

For 2014, SodaStream tried to pull the same thing essentially, this time with Fox. At the end of the commercial, Scarlett Johansson says for all the world to hear, “Sorry, Coke and Pepsi.”

To that Fox said, “Nope. Not gonna run it.”

And to that, SodaStream’s CEO Daniel Birnbaum, outraged, said, “Which advertiser in America doesn’t mention a competitor? This is the kind of stuff that happens in China. I’m disappointed as an American.”

“It’s nothing new for smaller Super Bowl advertisers, without huge ad budgets, to submit ads they know network censors will reject — and then rush out to the media and denounce the rejection,” writes USA Today. Birnbaum has said that wasn’t his intention.

We say, “Bull.”

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David Beckham: Covered or Uncovered? Fans Can Now Vote for Ending of H&M Underwear Ad

We recently brightened your day and renewed your hope for the future by telling you that David Beckham would be appearing on your TV screen in his H&M skivvies sometime during the Super Bowl. The first interactive spot of its kind, the ad will allow owners of Samsung Smart TVs to purchase underwear with a few clicks of their remote controls. But if you don’t have a Smart TV, fret not; the ad just got a bit interactive for you, too–albeit, still not in quite the way you’re probably hoping.

H&M announced that, starting today, fans can vote on the ending of the commercial, directed by action movie maker Nicholas Winding Refn. There are two potential endings, tantalizingly titled #covered and #uncovered, and you can vote for your favorite on the retailer’s website.

Fair heads-up: If your initial instinct is to vote “uncovered,” you should know that, after checking out the website, I found that (of course), the super-provocative words actually have little to do with the soccer star’s stage of undress; he is, in fact, in his underwear regardless (cue collective sigh of relief). Plus, even if that were what we were voting for, after watching the teaser (below), I have to admit that he looks so damn good putting his shirt back on, I’d be happy either way.

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