Let the (Commercial) Games Begin!

Kate UptonA week before the Super Bowl, marketers are already capitalizing on a strong audience. Last year, ads that ran on YouTube received 600% more views than those that waited until the big day (9 million compared to 1.3 million).

Although some companies hold out for the "big reveal," Nielsen data shows that the early release didn't hurt last year's brands. Opting for short "teasers" on YouTube still is a popular strategy, but this may change. The YouTube audience for Super Bowl ads is 300 million, far more than the 111 million who watch the game on TV.

On the other hand, so far, the most talked about video is a teaser. A new Mercedes Benz video featuring model Kate Upton aims to reach a younger audience for the car manufacturer-people in their 30s and 40s rather than the current 50-year-olds who currently buy the cars. The company's compact sedan sells for under $30,000, which is part of their new strategy as well. In classic Super Bowl ad fashion, the commercial plays on Upton's sex appeal.

Image source.

Discussion Starters:

  • Why would some companies hold out for a "big reveal," rather than post videos online before the game? What are the trade-offs of each strategy?
  • What is your view of the Mercedes commercial? How effective will it be in selling more cars?
  • Compare the Mercedes commercial to Go Daddy ads from previous Super Bowls. Other than the obvious sex appeal, what similarities do you see?