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The Super Bowl is Marketing at the highest level.

It’s that time again. Time for the most important viewing event of the year. The Super Bowl.super bowl 2015

Over one hundred million people watched the Super Bowl game in 2014. But did they tune in for the game? Or just for the commercials?

The fact is, Super Bowl commercials have become a highlight of the big game. Every year there are more and more ads that are talked about for days, weeks, even months after.

Last year’s commercials were a feast of awesome creativity.

2015 Super Bowl Advertisers

Obviously producing and airing a TV ad during the Super Bowl is only for that rarified group of deep-pocketed companies that can afford the price tag. To give you an idea, a 30-second ad spot for the 2014 Super Bowl costs about $4 million dollars, and some coveted spots are selling for even more.

The soft TV ad market this year is extending even to Super Bowl XLIX, where NBC said in November ad sales were moving along slightly more slowly than in prior years. Among returning advertisers, Coca-Cola and GoDaddy are each running one commercial instead of the two they bought in 2014. Automakers, too, aren’t crowding the field as much as they have lately, without as many new models that the game is well-timed to promote.

But there will be about 15 new advertisers in the 2015 game, especially in digital commerce and technology.

Creative: 

Skittles will appear in a commercial during the Super Bowl this February for the first time, according to people familiar with the matter, but it isn’t clear what form the ad will take. Skittles was a big winner in last season’s Super Bowl even without an ad because Seattle Seahawks star Marshawn Lynch is a notorious fan, but there are no signs yet that he would star in the anticipated Super Bowl ad. Skittles began promoting its commercial in early January with a video showing former NFL great Kurt Warner already tailgating outside the stadium where the Super Bowl will be played.

Mercedes Benz’s Super Bowl ad will feature a redo of the big race, and they’ve released a series of teaser vids with sports pundits breaking down the showdown. Below, a Playboy Bunny explains the race to Jerry Rice.

The ad will run during the fourth quarter of the Super Bowl. If we were allowed to bet on the outcome of fictional sporting events in prewritten commercials, we’d bet on that hare — you think a car company is going to show an ad where a slower object wins? Nah, Gotta hype the importance of German engineering.

Companies that are likely to advertise during the big game include:

  • Anheuser-Busch
  • BMW
  • Coca-Cola
  • Doritos (PepsiCo’s Frito-Lay)
  • Dove Men+Care (Unilever)
  • GoDaddy
  • Kia
  • Lexus (Toyota)
  • Loctite
  • McDonald’s
  • Mercedes-Benz
  • Microsoft
  • Mophie
  • Nationwide
  • Nissan
  • Pepsi (PepsiCola) [HALFTIME AD]
  • Skittles (Mars Inc.)
  • Snickers (Mars Inc.)
  • Squarespace
  • Toyota
  • TurboTax (Intuit)
  • Victoria’s Secret (Limited Brands)
  • WeatherTech
  • Weight Watchers
  • Wix.com

 Integrating Social

And speaking of integrated marketing, it has become a no-brainer for Super Bowl advertisers to use social media to complement their multi-million dollar national advertising investments. In fact, experts predict that 60 percent of Super Bowl viewers will be using some kind of wireless device during the game. Social networks are particularly popular in the coveted demographic of 18-36 year olds.super bowl 2015 showdown

The statistics confirm the importance of global brands embracing the value of social media—but also highlight the need for smaller companies as well as B2Bs to integrate social strategies into their overall marketing mix. Why? Well, along with increased consumer use of social media, business users are more and more likely to turn to social media when it comes to their purchasing behaviors. And if you don’t have a presence in the online channels that your customers check out, they may very well turn to your competitors who are there.

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