January 29, 2013

Marketing The Marketing: The Social Media Backfire


The Super Bowl is a made-for-tv event.

Last year, over 110 million people watched it on television. The only reason it is such a big deal in other media is that it is so big on television.

In their infinite greed, marketers are trying to wring every last penny out of their almost-$4-million investment in a Super Bowl spot.

To do so, they have employed a questionable tactic -- marketing the marketing. They release their spots on line early, and they promote their spots with teasers.

For the most part, this tactic has been a mess.

First, they have taken a substantial bite out of the surprise and novelty that Super Bowl advertising used to generate.

Next, their "teasers" are usually wasteful nonsense that could be better spent promoting the product rather than the marketing.

Third, they open themselves up for criticism and ridicule before the spot even has a chance to air. So far this year, at least 3 major advertisers have been pummeled on social media about spots that haven't even run yet.

To understand some of the foolishness behind this questionable tactic, listen to this doubletalk from a big shot at Taco Bell about their hideous spot...
"By releasing "Viva Young" online before the Super Bowl, we're rewarding our biggest fans and bringing them inside the brand," added (Taco Bell's) chief marketing and innovation officer... "We want to share the spot with our Team Members, franchisees and online fans first so they're in the know before Super Bowl Sunday, so we can engage with them in social and digital spaces."
Instead of worrying about "engaging in social and digital spaces" with your imaginary "biggest fans" how about making an intelligent spot for the other 110 million of us?

5 comments:

treb said...
This comment has been removed by a blog administrator.
Heather Physioc said...

Animal Planet Puppy Bowl 4 lyfe.

geoff said...

On the other hand, the guys who develop ads that get "banned" and then generate a lot of noise around them -- that's kinda a brilliant way to take advantage of what you're talking about.

Chris S. said...

Marketing one's marketing is the ultimate arrogance and pretense. I suppose we should appreciate our pre-disappointment at these pre-released post-mortems.

Yippee.

The Ad Contrarian said...

Geoff,

Not really. I once had a spot banned from the Super Bowl. Didn't do a thing for anyone except embarrass us.