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The Super Bowl is Super-Experiential (Weekly Roundup: February 06)

Posted by Gabriella Prieto on February 10, 2017
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Every Friday, the P2Blog will feature five industry articles that are trending, relevant, shocking, hilarious, or rediscovered. The Weekly Roundup is a curated list of what Pop2Life is sharing around the office - complete with our thoughts and on-point opinions (IMNSHO).

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1. Commercials, Politics, and Experiential Marketing at Super Bowl LI

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Photo courtesy: Pexels

Found in P2Blog, written by Samantha Stallard

As an Atlanta native, I'm still emotionally recovering from the greatest comeback in Super Bowl history and would much rather steer the conversation toward how brands like Airbnb, Audi, and Budweiser performed last night than hear anyone utter the words "Tom Brady" in my presence. 

We've seen the advertising tides change in the last decade - especially the emphasis previously placed on the value of television. It seems the rules don't apply when it comes to Super Bowl ads, as brands spend upwards of $5 million for 30 seconds of air time. However, these commercials can't exist as a stand alone marketing tactic anymore - the most memorable and ROI-producing ads have digital and experiential components as well.

Experiential marketing allows companies to transform what consumers saw before those awful Patriots cheered with their trophy into direct interaction experiences.

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2. A Super-Experiential Super Bowl

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Photo courtesy: Campaign US

Found in Campaign US, written by Max Lenderman

The Super Bowl is the most TV-centric event in this country and it is ultimately the biggest consumer engagement event. Besides the $5 million spot in a 30-second commercial for advertising, there lies more of a desire to connect brands with a consumer during the Super Bowl. In experiential terms, this is called “engagement.” The main goal for Super Bowl advertisers and their agencies is the get the message out to as wide of an audience as possible, and that is why it is seen as an awareness play. Check out some brands this year that are activating their sponsorships experientially:

Super Bowl City presented by Verizon. A village closes down in San Francisco’s Justin Herman Plaza for eight days before the game.

Fan Energy Zone powered by SAP. An experience featuring interactive, motion-capture games developed through a partnership with Britelite Immersive and Helios Interactive.

The City Stage presented by Levi’s. Thirty-five free-to-the-public musical performances between Jan. 30 through Feb. 7 featuring Alicia Keys, Aloe Blacc, OneRepublic, The Band Perry, Matt Nathanson, Chris Isaak and more.

The NFL Experience driven by Hyundai. This paid interactive theme park includes games and opportunities to meet players in Moscone Park.

Our take:

There is clearly an increasing sense of “experientiality” for brands at the Super Bowl - and amongst many other brands. If this large-scale event is adopting an experiential take, we have nothing to lose. These are just the NFL-sanctioned events, but there are many more brands relying on experiential marketing to capitalize their brand. If a stunt is wholly experiential there is a physiological reaction. The Super Bowl may one day be known for its experiential components, rather than its TV ads, because this alone might not cut it anymore - even if they are the best of the best.

Did you think it was possible for the Super Bowl to be any more fun and memorable? Not only is the Super Bowl adopting experiential events, but there is a rush from brands that will increase leverage and extend their Super Bowl experience. Brands are immersing themselves with experience, which adds more impact to the exposure of the brand. The goal of experiential advertising is to create a closer bond between the consumer and the brand.
 
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3. 4 Things Your Event Planner Wants You to Know

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Found in Ribyt Blog

1. Know that your Event Pro is a trusted partner: You probably hired this person to your team or as an outside consultant after much research and budgeting and praying to the event gods. You know they are capable. You know they are invested. Don't fall into the tempting habit of keeping them out of the loop as your event evolves and changes take place. They've probably been immersed in the minutiae of events longer than you have and may have valuable suggestions to make as issues arise. It's so easy to get wrapped up in our own teams, but remember you hired this person not only for their skills in executing and organizing but also for their experience! Use it!

2. Know that timelines are everything: Event Planners live and die by your timeline, but it is often seen by brands as a flexible thing. Commit to the timelines your company sets for your event and deliver on your end of the deal when approvals are needed and to-dos are due. Of course, there are undoubtedly times when things change and everyone has to adapt, but holding fast to the deadline you set whenever possible gives you more understanding to cash in on when things really do need to change. Event pros will stick to your timeline and will appreciate and respect when you do, too.

3. Know the value of your investment: Event planning is around-the-clock work. There are fires to put out in the middle of the night, Plan Bs (and Cs) put into place at the last minute, and days spent rechecking every detail so that you can focus on the big picture. And that's just the set-up! The actual event is an especially intense time for your event pro since they'll be everywhere at once and responsible for every detail. Keep in mind when you're lamenting the cost of event planning that you're paying for empathy, diligence and integrity with every dollar. When you've hired a good event team, they are going to pour themselves into your project 100%, often going above and beyond what you're paying them to make sure everything is perfect.

4. Know that issues will come up. Then trust your team: Issues come up. They just do. Celebrity event planner and producer Jung Lee even said "Just because you have planned something doesn’t mean it is going to happen.” Resist the temptation to blame your event planner for every little issue by understanding that stuff happens out of everyone's control. Instead, hire someone you trust to handle problems professionally and gracefully. When mishaps pop up, event pros will get your event back on track faster if you give them the trust and power they need to do their job successfully.

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4. Gettin’ Jiggy With it: How Brands Are Enticing Millennials With ’90s Nostalgia

90s-nostalgia_Crystal-Pepsi.jpgPhoto Courtesy:  Event Marketer
Found in Event Marketer, written by Kait Shea

When you thought that experiential marketing couldn’t get any better, incorporating nostalgia marketing is all the rage these days. Brands are re-creating ‘90s themed experiences to trigger emotional connections with millennial consumers and even non-millennials. Check out two nostalgic experiences that mirror experiential marketing:

Crystal Pepsi Summer of ‘92: The beverage, Crystal Pepsi, was a classic beverage in the 90’s. When the popular clear soda was re-launched over the summer, Pepsi celebrated with a Summer of ‘92 event at New York City’s Terminal 5. The experience included, musical acts from Salt-N-Pepa, En Vogue, and Biz Markie, touring a customized mall featuring hair crimping, and playing old school video games.

90sFest: This activation took place in multiple cities, that reflected on a modern-day music festival. People who attended, dressed as their favorite ‘90s characters from Nickelodeon or dressed in the most popular attire of that time. At this event, there were performances, obstacle courses aimed at promoting The Splat, and showings of Nickelodeon game shows. Attendees could also take part getting makeovers at a ‘90s themed beauty bar or win prizes from Scrunci and Furby Connect, two brands that were poppin’ in the ‘90s.

Our take:

As millennials, we want to be a part of something fun, creative, and that takes us back to the good ole days. We continue to lap up ‘90s nostalgia marketing by executing blasts from the past and one thing is, you can’t be afraid to take a subject, such as Ferbi or Scrunci and create a bigger idea. This is when a lot could be accomplished. You learn from the first brainstorm, that your marketing efforts want to be different and out of the ordinary, and something that brings people back in time. 

Brands need to focus on the intention behind a purchase, not just the purchase itself. Why do your consumers choose your product when they have a sea of options available to them? What keeps them coming back? How can you invoke that positivity in others?

Nostalgia unites a group of consumers into a community - one in which everyone feels the same passion and is brought the same joy by a nostalgic experience. Plus, nostalgic advertising can open up a world of marketing opportunities beyond trandtional advertising and into, dare we say it, experiential marketing.

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5. 1 Super Bowl Ad or 83 Years of Inbound Marketing?

SuperBowl_InboundMarketing.jpgPhoto Courtesy: Business 2 Community

Found in Business 2 Community, written by Roman Kniahynyckyj

What if you decide to take your $5 million investment and stretch it over 83 years of inbound marketing? Leave it to us to make this possible, and your brand will most likely get more out of it. Certainly, large corporations with an insanely large marketing budget will provide exposure to billions of viewers, but this is a one shot deal. Then you're left hoping your consumers will purchase your product from that thirty seconds of fame.

Let's put this into perspective - a company could strategically set up a targeted inbound marketing program with a $60,000 yearly marketing budget, which is $5,000 per month. With that $5,000 you would get monthly website design and updates, content development, segmented email marketing, SEO, PPC support and weekly strategic guidance.

Any inbound program is driven by the company’s goals - so it is certain that the company’s goals would be aligned with the results. If a company were to take its $5 million of Super Bowl advertisement money and focus it on inbound marketing - they would be setting themselves up for 83 years of ongoing inbound marketing.

Our take:

So really, what have you been waiting for? Inbound marketing is everything a company needs to advertise effectively. In reality, you only really need 6 months of inbound marketing to start noticing a meaningful uptick in visits and leads. So, it is worthwhile to have 83 years of it - it might really pay off.

Inbound marketing plus creativity and passion transforms into an experience. It is important to improve content development, email segmentation, website design and updates, but it is even better to have a brand experience. Inbound marketing + creative marketing = successful advertising.

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Topics: pop culture, news, experiential marketing, events

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