New Strategies Arise to Communicate with Super Bowl Audience

Buying an expensive Super Bowl ad isn’t the only way to get people talking about you on the biggest Sunday in February. While the game itself turned out to be a blowout, the audience still stuck around. Whether we wanted to see more commercials, or just didn’t have anything else to do, we kept watching. I, for one, multitasked and turned to Twitter and other online platforms to find out the latest buzz. Let’s take a look at some of my favorites.

JCPenney’s #TweetingWithMittens

To my generation, JCPenney is a forgotten brand, but when the JCPenney Twitter account started tweeting out what looked like drunken tweets, the Twittersphere exploded. As people’s attention moved away from the game, the buzz became about JCPenney’s odd tweets.

Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0

— JCPenney (@jcpenney) February 2, 2014

Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???

— JCPenney (@jcpenney) February 3, 2014

They soon followed it with this.

Oops…Sorry for the typos. We were #TweetingWithMittens. Wasn’t it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl

— JCPenney (@jcpenney) February 3, 2014

Although many thought that this wasn’t a planned effort or just didn’t like it in general, I loved it. This cost them next to nothing and got EVERYONE talking about it. Maybe the humor wasn’t on point, but while it may not make everyone laugh, it got us all paying attention.

JCPenney has long been a supporter of the US Olympic team, and this was a great way to get people talking about them again. I may just go get myself some USA mittens!

Newcastle’s Mega Huge Football Game Ad

I don’t want to beat a dead horse with Newcastle’s Super Bowl campaign, so I’ll talk about their game day strategy. Newcastle didn’t buy a Super Bowl ad, so instead, they piggybacked on everyone else’s commercials.

.@jaguar see the mega huge version of your british villain ad the way we would’ve made it: http://t.co/bYpq9P0R7u #IfWeMadeIt #GoodToBeBad

— Newcastle Brown Ale (@Newcastle) February 3, 2014

Riding off the success of the earlier parts of this campaign, they kept people talking about them. Using some clever, quick-working storyboard artists and a Twitter account, Newcastle played the real time marketing game well.

#EsuranceSave30

By choosing the ad spot immediately after the Super Bowl instead of one during it, Esurance saved $1.5 million and decided to give it to the people!

This may not be the funniest commercial of the Super Bowl, but they had EVERYONE talking about them. I’m not usually one for social media competitions that have users create content that doesn’t have create anything else, but for free money, I’ll give it a try.

It’s very interesting to see companies move away from the main spots to communicate their messages and I can’t wait to see where this goes.

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Newcastle Brown Ale Doesn’t Need A Super Bowl Ad

http://cdn.campaignbrief.com/assets_c/2014/01/Newcastle-Mega-Huge-thumb-400x150-140484.jpg

This Newcastle non-ad campaign is out to prove that you don’t need to spend Super Bowl commercial money to make a splash. It’s all centered on the “Mega Huge Football Game Ad Newcastle Didn’t Actually Make.” (They refer to it slightly different each time.) For the past week, Newcastle has been releasing short videos about an ad they didn’t make because they “don’t have a ridiculously large marketing budget” or something like that. Although the videos seem confusing, especially out of context with each other, by taking a step back, I think it’s pretty obvious they’re just going for brand recognition here. And it’s working!

I first came across this campaign a few days ago when several of my friends posted the Anna Kendrick video on Facebook. I think it’s fair to say that these friends who posted the video were not likely to be Newcastle drinkers. Landing somewhere between your average national domestic and a lower end micro brew, Newcastle Brown Ale doesn’t really strike me as something most 20- or 30-somethings would be into. It’s not a bargain beer and it’s not a craft beer that we’re all so into these days.

The great thing about this campaign is that it got people outside of their current market share talking about their product. Even Kendrick admits in the ad, which hardly talks about the beer itself, that she doesn’t drink Newcastle. By releasing a similar video with formal NFL player Keyshawn Johnson, both the Pitch Perfect audience and the nostalgic football fan audience are talking about Newcastle Brown Ale! The Kendrick video is by far the most successful video with over 3,000,000 views, and it seems to be spreading quickly through new audiences.

The masterpiece, though, to me, is the video they released today. This narrated storyboard is complete with “everything a good commercial should have.” Sex appeal, aliens, superstars, robots, beer, sharks, beer, you name it. Not only is it way over the top ridiculous, but also it brings together the loose ends of all the previous videos. Clearly appealing to a younger beer-drinking audience who may not have explored the beer scene too much, Newcastle’s ad just makes me so curious about Newcastle that I HAVE to try one next time I see it at the store.

As someone who’s done some home brewing and brewery tours, I consider myself to be somewhat brew-savvy (just don’t call me a hipster). I’ve had Newcastle, but I can’t really say I remember what it tastes like other than the fact that it was unique. The brilliance in this campaign is that its only real message is “find out more about us.” The videos all direct you to http://www.ifwemadeit.com, a site with all of their videos for this campaign, and the videos are penetrating new markets. Their name is now associated with the lovable Anna Kendrick and hysterical storyboard videos. Not bad.

The real question is whether or not there actually will be any Newcastle Super Bowl ads. I don’t really think they need one. I guess we’ll just have to wait and see. In the mean time, I think they’re doing just fine.

-covika