Magazine article CRM Magazine

Super Bowl Marketing Fumbles

Magazine article CRM Magazine

Super Bowl Marketing Fumbles

Article excerpt

More than 90 million people watched Pittsburgh's victory over Seattle at this year's Super Bowl, many of them caring more about the commercials hyped than about the game itself. But if the ads weren't memorable or if they offended potential customers, that's $2.5 million per 30-second slot that could have been better used elsewhere.

ComScore Networks conducted a survey revealing many companies did more harm than good. For example, 20 percent of viewers say the Burger King dancing Whopperettes ad damaged their perception of that brand. "Any time you're in mass media you have to be careful what you want your message to be. If you're going to use an edgy ad, you have to be really careful," says Gian Fulgoni, comScore chairman. "It's different strokes for different folks, but if all the folks are in the same audience, you can turn off some people."

Another problem is using so much star power or creativity that viewers forget the brand behind the story. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.