One year it was the "year of the woman." Last year, I called it the "year of the dad."
What on earth is in store for us this year during Super Bowl 50? What can we expect from an advertising perspective, that is. What will this year's Super Bowl be the "year of?"
The Super Bowl has been called the "Marketer's Holiday," the "Ad Bowl," and the "Million Dollar Minute," but one thing is for sure in that it never disappoints when it comes to debating the creativity and longevity of marketing and advertising. At $5million per thirty seconds, there is certainly a lot at stake for any brand that partakes...and potentially a missed opportunity for those too shy to try.
There's already been a lot of hype, with brands like Shock Top, LG, and Budweiser releasing teaser campaigns in anticipation of what they will bring to the game. Butterfinger even used Periscope to show a skydiver announcing the brand's upcoming entry.
There have also been a number of pre-releases from Wix.com, Colgate, and Doritos, who is returning once again with its now annual user-generated contest.
The debate has already begun on whether this year's crop will measure up. What will this year be like?
It's always a lesson in creativity for sure, but it's also a lesson in how marketing is influencing pop culture and vice versa. There is invariably a theme or two that comes out as the advertising takes shape. I predict that this year will be no exception...
Multiple screens. This is going to be the year of multiple screens. It's no longer about the big television on the wall as we stream, tweet, and share our experience across mobile, laptop, tablet, and sure some wall devices. Brands will take advantage of this behavior by encouraging engagement and participation as they roll out their advertising, including the actual stadium audience. It'll make for multiple impressions off a single spot, perhaps even turning one spot into many!
Surprise endings. Let's face it, there's nothing better than a surprise ending...witness the latest cable series that takes our collective breath away. We are going to see this trend in storytelling take shape with our Super Bowl advertisers this year as well, keeping us hanging through the full thirty or sixty seconds to get entertained, rewarded, and surprised at the very end. Maybe the game will play out the same way?!?
One world. The world has gotten to be an angry, scary place. For all of us; for any of us. Every year the Super Bowl unites us worldwide on common bonds of sportsmanship, family, and food. There's no better venue to spread the spirit of global unity, and I predict many a brand will seize the opportunity. Sure, it's an election year in the US but the Super Bowl is a world event. Hopefully brands will choose to promote that which brings us together as opposed to those that tear us apart. I'm hopeful.
Now to be fair, these themes have not yet surfaced in the previews and teasers so far. But then again, that would mean that brands are giving it all away too early, wouldn't it?
We will all have to tune in for the Bowl itself, or maybe a day or two before, to see this come into action. And of course everyone will be a Monday Morning Quarterback...that's half the fun!
Speaking of surprises, Coldplay just launched their new video with Beyonce...just in time for halftime! Hmmmm. Click here to see it.
To get into the fun, join me for my Twitter party at #SuperBowlExp during big game - we'll start thirty minutes before kickoff and we'll be talking marketing the entire time!
Join us and share! #SuperBowlExp. JIM
PS - One big Super Bowl tradition we always count on every year is the Budweiser Clydesdales. If this little teaser is any indication, looks like there will be more where that came from this year. Click here.
It's the Super Bowl...#ActLikeIt
