With the nationally famous Super Bowl around the corner this Sunday, football fans and partygoers have been primed to await the Panthers play the Broncos for a great deal of time. But are consumers simply following this path based off fantastic promotion throughout the season?
With the Super Bowl being the most-watched television broadcast in U.S. history, the Super Bowl XLIX breaking records at 114.4 million viewers, it is no surprise the annual game is a major platform for PR and advertising methods.
However, as many have seen through advertising campaigns in the league this year, this isn’t just any “regular” Super Bowl, this is the 50th anniversary of the Super Bowl, the “Super Bowl 50.”
The league has temporarily removed use of Roman numerals in the name, adding a gold theme to the logos and team jerseys as well as an 18-karat gold-plated trophy with the title “50” awarded to the winning team. Talk about some major promotional advertising, and we’re just getting started!
This game is so important that big Tech companies, such as Google, Apple, Yahoo, and Intel have hopped on the money-making bandwagon, pitching over $2 million to bring the game to Silicon Valley, aka to the San Francisco 49ers’ new stadium in Santa Clara. The stadium is said to raise $40 million, but in reality this is a major publicity stunt to buoy up the local economy through regional tourism. San Francisco Mayor Ed Lee expects the game to bring in hundreds of millions of dollars for local businesses and services.
Alongside California’s expected rise in revenue, advertising prices during the game skyrocketed. CBS is taking the reins, charging $5 million for a 30-second ad during the game at an 11 percent increase compared to NBC’s price in 2015.
As the $5 million price tag is more than the annual ad budget for the underdog brands, many companies such as Oreo, Newcastle and Old Milwaukee are sitting out this year. Instead, they are taking advantage of advertising with the use of the protected term “big game” and #biggame during promotions leading to the Super Bowl. Many are even hosting parties during the game and bringing in Super Bowl legends from the past as special guests. Candidly, I admire the creative use of social media and such advertising methods these brands with low budgets are utilizing, taking their assumed outsider roll innovatively. This is what PR and advertising is about in the end, pulling consumer interest in informal ways that attract attention on a proper use of the budget. Perhaps saving $5 million dollars and thinking outside the box will draw them just as much attention in the end.
— Wynn Las Vegas (@WynnLasVegas) January 20, 2016
— Best Buy (@BestBuy) January 19, 2016
From bringing in Lady Gaga to sing the national anthem, to Katy Perry, Beyoncé and Coldplay set to perform the 13-minute halftime show, as well as all of the promotion listed above, it is undeniable that this “big game” has been strategically planned and boosted by PR, advertising, and marketing advancements to continue to break the record on viewing, sales and clout beyond that of previous years. As I am not a football fan in any way, shape or form, I will be interested to see the statistics that follow post-big game.
Breech, John. “NFL Going Gold in 2015 to Celebrate Super Bowl 50: Five Things to Know.” CBSSports.com. 24 Mar. 2015. Web. 04 Feb. 2016. <http://www.cbssports.com/nfl/eye-on-football/25120528/nfl-going-gold-in-2015-to-celebrate-super-bowl-50-5-things-to-know>.
Trophy Photo. CBS Sports. Web. 4 Feb. 2016. <http://www.cbssports.com/nfl/eye-on-football/25120528/nfl-going-gold-in-2015-to-celebrate-super-bowl-50-5-things-to-know>.
Super Bowl 50 Photo. CBS Sports. Web. 4 Feb. 2016. <http://www.cbssports.com/nfl/eye-on-football/25120528/nfl-going-gold-in-2015-to-celebrate-super-bowl-50-5-things-to-know>.
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Rovell, Darren. “Super Bowl 50 Spots Will Hit $5M per 30 Seconds.” ESPN.go.com. ESPN Internet Ventures, 5 Aug. 2015. Web. 04 Feb. 2016. <http://espn.go.com/nfl/story/_/id/13383236/super-bowl-50-spots-hit-5m-per-30-seconds>.
Stites, Adam. “Super Bowl Halftime Show 2016: Coldplay, Beyonce and Bruno Mars Will All Perform.” SBNation. 25 Jan. 2016. Web. 04 Feb. 2016. <http://www.sbnation.com/nfl/2016/1/25/10819276/super-bowl-2016-halftime-show-coldplay-beyonce-bruno-mars>.
Wasserman, Todd. “Hacking the Super Bowl: Get Your Brand Noticed for Less than $10m a Minute Read More at http://www.prweek.com/article/1381332/hacking-super-bowl-brand-noticed-less-10m-minute#fuGwAUBoM4BU8hCe.99.” PR Week. 28 Jan. 2016. Web. 4 Feb. 2016. <http://www.prweek.com/article/1381332/hacking-super-bowl-brand-noticed-less-10m-minute>.