We now know that Indianapolis and New Orleans will battle it out on Super Bowl Sunday, so we can start to analyze the game dynamics.
This week, we will be able to analyze much of the advertising, too.
For marketers, the Super Bowl is not just an advertising battle. More and more, it is a PR battle. In this hard fought confrontation, dozens of Super Bowl advertisers strive to get coverage and to be featured prominently in the media. A high-profile article can be of more value than the actual Super Bowl spot. Monster.com, for example, pulled off quite a coup today in The New York Times:
This week the PR battle will heat up. So far, many companies have revealed the fact that they are advertising. Few, however, have released the creative. In the coming days, this will all change; in a bid to generate buzz, many advertisers will selectively release spots.
One of the masters of the Super Bowl PR game is Anheuser-Busch. Apparently on Tuesday, A-B will be showing all of its Super Bowl creative to select members of the media; the company has scheduled calls with key reporters as a means to make senior executives available for questions. Look for a lot of Budweiser stories to break late in the day Tuesday and early Wednesday.
As the week goes on, we will see more and more creative as the buzz begins to build.
– Tim Calkins