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Super Bowl Ads: The Good, The Bad, The Ugly

Super Bowl XLIX couldn’t have been a closer, more emotional game between the Seattle Seahawks and the New England Patriots. Luckily, the excitement of the game compensated for this year’s dramatic, gloomy ads. The Super Bowl, known for its highly anticipated commercials, missed the mark for entertainment this year, according to social media buzz. It did, however, dub 2015 as the year of the dad and family for American brands.

Esurance’s “Sorta Pharmacy” spot with Breaking Bad’s Bryan Cranston gave viewers a much-needed laugh amidst the more serious spots in last night’s $4.5 million dollar lineup. Cranston’s meth mastermind character, Walter White, made a surprise appearance as “Sorta Greg” in one of the more humorous Super Bowl ads.

“You’re not Greg…” she stammers, to which hazmat-clad Cranston growls,  “I’m sorta Greg. We’re both over 50 years old, we both used to own a Pontiac Aztec, we both have a lot of experience with drugs – sorry, pharmaceuticals.”

Esurance’s high-profile “Sorta You Isn’t You” spots – one of which featured Lindsay Lohan as “Sorta Mom” – earned major points last night, trumping the dark Nationwide spot and revitalizing the redundant (but still quotable) “Gotta Get Some Cold Cuts” Geico commercial with former NFL football player, Ickey Woods.

Why it worked: Esurance’s chief marketing officer Alan Gellman knew his brand was a major player in the insurance industry but wanted to compete with the other big spenders like Geico and Progressive. “Maximizing awareness of our innovative offering for customers is important,” explained Gellman who teamed up with Leo Burnett for the “Sorta You Isn’t You” spot.

Jublia’s 30-second “Tackle It” spot was the underdog of this year’s Super Bowl ads. The Super Bowl debut for Valeant Pharmaceuticals didn’t put its best foot forward and hardly tackled the worst of this year’s ads – possibly even Kim Kardashian’s… very Kardashian spot for T-Mobile.

While the spot itself felt very incomplete and left many Americans shying away from the onion dip, you can’t help but wonder: who had the last laugh in this $4.5 million dollar joke?

Why we’re on the fence: Was it entertaining? Not at all. Did it generate buzz? Absolutely. America took to social media to scoff at the late-night infomercial style spot that aired during the Super Bowl for a whopping $4.5 million. Can we call it a flop? Not definitively. It lacked glamor points, sure, but it still has America chatting about fungus by the water cooler.

 

What was your favorite ad at this year’s Super Bowl? Tell us about it on our Facebook page, using hashtag #SuperBowlAds.

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Down, Set, #Tweet

In the sports world, you can get live score updates, discover broken records, get behind-the-scenes look at your players and teams within seconds on social media.

More than 80% of sports fans monitor social media sites while they are watching a game on TV.  60% monitor them while they are at the game.  I knew we needed to dive in headfirst and take over the social media side of bowl games.

Without knowing my limitations, I kept having a bunch of Naggin’ Nancy’s blowing up Gator Bowl’s timeline about this infamous Faux Pelini (the parody account of Nebraska’s head coach Bo Pelini), little did I know that he would flip CEA’s social media world upside down.

Who would have thought that one innocent conversation would lead CEA to the pages of ESPN. “Nebraska fans were kind of bugging the Gator Bowl, like, ‘You guys got to talk to Faux Pelini, you can’t just let this guy go unnoticed,’” Matt Repchak, digital media director for Florida Citrus Sports said. “And finally the Gator Bowl rolled up their sleeves and was like, ‘You know what, we’re going to do it. We’re going to have fun with it,’ and kind of pushed us out of the way, which was great.”

@FauxPelini changed my view of bowl game social media marketing and because of him, a lot of time, energy and an addiction to college football, I give you my impact on college bowl games with some help from my handy dandy sidekick Amanda.

 

#GatorBowl

Facebook: 12,082 followers to 18,704 followers.

Twitter: 2,600 followers to 8,900 followers.

Instagram: 0 followers to 568 followers.

 

The method behind our madness you ask?

The recipe for 1 serving size of successful bowl game social media marketing:

Researching 100%, Communication 100%, Dedication 100% , Creativity 100%, Humor 100%, Fan Interaction and Engagement 100% all mixed up with some corky fun! (Thank to you Faux Pelini!)

 

#OverNOut

Brittany Doyle [ the voice behind this madness ]

Take a look at our best interactions here:

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