3. Cost
• Other sports association – super bowl
• Companies advertising products
• 30 second commercial = $3.5 -4 million
• American Advertisers =$4 million = worth it
4. Cost
• Audience = 100 million south
• 6 million = Canada
• $100,000 = 30 sec = Canada
• Major Sponsors = Soft Drink, Beer, and car
makers
5. Regulations
• U.S ads = cant broadcast
• Canadians have to wait for the U.S ads
• U.S ads = teasers on YouTube
• Yet some of them want to keep surprise.
6. Marketing Tactics
• Doritos = runs a contest.
• Some Examples for Doritos contest
• Doritos Crash The Super Bowl Entry: Make Your
Own
http://www.youtube.com/watch?v=3usaGfn7r0w&f
eature=player_embedded
• Doritos Crash The Super Bowl Entry: Man’s Best
Friends
http://www.youtube.com/watch?v=y3bqbJduK2w&
feature=player_embedded
7. Coca-Cola Social Media Domination
• Polar bear mascots →the big game & the ads!
check the bears →Twitter/ Facebook /mobile
• Red scarf support the N.Y. Giants
• Blue & grey scarf for the New England Patriots
→become microsite CokePolarBowl.com
→show their reactions to game
• Patriots bear raise his hands for touchdown sign
• Giants bear will hold his head in his hands.
• http://www.youtube.com/watch?v=71WYImUWaeU
8. Social Media Command Center
• Super Bowl XLVI - host city Indianapolis
-deal with managing the world’s sporting event
→1st social media command center!
• Monitor the digital fan conversation
-Facebook/Twitter/platforms
• Tweet directions to fans in・・・
-Search of parking
-Direct to Indianapolis’s attractions
-Provide information in case of disaster
9. 2012 American Ads
• posted on YouTube weeks before the Super Bowl
aired
• Volkswagen The Bark Side:
http://www.youtube.com/watch?v=6ntDYjS0Y3
w&feature=player_embedded
• Chevy Happy Grad:
http://www.youtube.com/watch?v=Ae52ourE3P
w&feature=player_embedded
10. Canadian Super Bowl Ad: Hockey?
• Budweiser Canada idea for 2012 Super Bowl ad:
-Surprising 2 recreational hockey teams by
Ontario
→filling the arena rabid,
→fans for a random night game.
http://www.youtube.com/watch?v=y0qZYqdsYAg
&feature=player_embedded
11. Super Bowl Greatest Commercials
• Viral Video Chart creates Super Bowl’s commercials
based on the shares on Facebook/Twitter/blogs
• Volkswagen The Force:
http://www.youtube.com/watch?v=R55e-
uHQna0&feature=player_embedded
• 9/11 Budweiser Commercial:
http://www.youtube.com/watch?v=R55e-
uHQna0&feature=player_embedded
• Budweiser Wassup!:
http://www.youtube.com/watch?v=W16qzZ7J5YQ
