Now that Christmas is over, focus will shift to the Super Bowl.
One of the reasons the Super Bowl is such a big marketing event is because it falls during a slow time of the year. Christmas is a huge holiday, of course. Together with Hanukkah and Kwanzaa, December provides something for almost everyone. New Year’s is closely linked to the other December holidays; for many people the arrival of New Year’s Day signals that it is time to take down the tree and get back to work.
Once Christmas is past, the calendar is fairly empty. There are few big social events. Valentine’s Day is a notable date, of course, but mainly for couples. Easter is a long way off. Martin Luther King Day is important, but is not really a holiday characterized by parties. The only thing people can focus on is the Super Bowl.
This year the game is on February 7, so there will be a five week build-up. For football fans, this period is dominated by the playoffs, as the crop of contenders is narrowed down. For marketers, this period is about generating PR and engaging people.
One of the most important insights about Super Bowl advertising is that the game itself is just one small part of the package. The PR buzz and hype are more important.
Once we get into 2010, Super Bowl marketing will kick into high gear. We will see a lot of press releases and teaser spots. We will also see a lot of online activity.
Observe as all the advertisers try to generate PR. We will hear a lot from brands like Doritos and GoDaddy.com. Who else will capture the spotlight as January unfolds?