As the Super Bowl approaches this weekend, thoughts of touchdowns and interceptions quickly shift to the second game played on that fateful Sunday night. Everyone quiets down as play stops and the score fades to black. It is time for the commercials. Why exactly is it that we have such a fascination with Super Bowl ads? The answer is fairly simple — they go above and beyond to make us feel something.
Some ads tug at your heartstrings, some surprise us, some make us laugh and still others make our hearts beat faster. But, the best ads are the ones we remember long after the game on the field is over. These ads impact us to the core.
Last year, the #LikeAGirl campaign was possibly the biggest hit. I vividly remember hosting a house full of people and still found myself welling up with tears. With pride, I thought of my then six-year-old niece and how strong, powerful and fast she believes she is. She is one of the most confident people I have ever met and it is beautiful. Thirty seconds has great power to change the course of a child’s life. That’s the fascination. And, that’s the power that we have been given.
But, not everyone can hit a homerun with a campaign such as that. Only the elite companies have resources to advertise during the Super Bowl so brands need to look for other ways to make a great impact. So, how do you ensure that your organization gets the most out of your campaign?
Be true to who you are. It is important to be consistent. Recognize who you are and do not stray too far. When you try something drastically different, you lose your identity and confuse your audience. There have even been instances of companies trying so hard to step out of the box, they end up tragically missing the mark or even worse… offending their consumers. By staying consistent you continue to build your brand identity and you continue to build trust.
Be unique. You are the only one exactly like you so use it to your advantage. Determine where your passion is and find the connection with your audience. If your brand is lighthearted, use humor. If you are more serious, capture their hearts. But do it in a way that only you can.
Be impactful. You want to be memorable so contemplate how to separate yourself from the competition. How are you able to make a difference in the lives of your audience — even if it is just for a few hours? Connecting on a personal level is one of the most impactful things you can do.
Implement across all platforms. Once you have started the discussion, don’t forget to address your other channels. Integrate your advertising and digital strategies to get the most out of your campaign. Some of the best Super Bowl campaigns as of late utilize digital properties such as specialized Facebook pages, hashtags encouraging a specific action and dedicated micro-sites. Analyze and identify the best outlets for you in this instance.
It takes a lot of thought, planning and strategy to pull off a successful campaign. You may not have $5 million to spend on simply running your ad, but you can still make a big impact with your audience. Just because you do not have specific resources doesn’t mean you should settle in your creativity. Be bold!