How do you compete with a competition the size of the Super Bowl?
Short answer: leveling the playing field.
That’s what the Newcastle beer brand did. Instead of spending millions on a Super Bowl ad, they created a series of paradoxical videos titled “If We Made It.”
Their main video is “The MEGA HUGE Football Game Ad Newcastle Could Have Made”, and it hits a lot of clichés found in Super Bowl ads (naked women, giant robots, aggressive monkeys, skateboarding cats). It costs millions to do or run.
The video garnered more than 650,000 views on YouTube in three and a half weeks, most of which likely came from people watching the entire 2:28 video in its entirety without much distraction. Video cost? We’re guessing between $ 500 and $ 5,000, depending on how much they paid for the writing, storyboards, and extremely simple production.
Compare this to a 30-second Super Bowl ad that costs $ 4 million, and that’s for airtime alone. The cost of producing a 30-second Super Bowl ad? The number is guaranteed to be closer to $ 500,000 than it is to $ 5,000, especially if you use famous stars, lavish sets, and special effects. Number of viewers? 111 million, at least during the first semester. But with such uneven play, if your commercial was in the second half, it’s likely to get far fewer views.
So what is a Super Bowl spectator? Naturally, it is anyone who is sitting in front of the television watching it. Gold not looking at him, if they are chatting or concentrating on their food. It also includes people in the kitchen preparing food, people looking at their internet device or talking or texting on their phone, people in the bathroom, and anyone who turned on the television, got bored, and left the room.
So 111 million views? It is not probable.
Next, consider how many ads these viewers will see during the Superbowl (50+) and the probability that you The ad made enough of an impression on all other ads to be consistent slightly remembered. Bloomberg Business Week conducted a survey the day after the Super Bowl and found that the average viewer remembered less than 10% of the commercials the day before.
So what is the best deal? Personally, I’ll take the 650,000+ focused views for $ 5,000 or less, hands down over the “up to” 111 million views for $ 4.5 million.
Lesson learned? When your competition is spending more than you, let them. Your job is to find a way to level the playing field, reach your new customers for pennies instead of millions, and have fun at the same time.
You can the Newcastle announcement here: http://www.vanksen.com/blog/newcastle-make-fun-of-the-super-bowl-adverts/