The Super Bowl’s Pre-Game Advertising Blitz

February 3, 2012 by Vanessa

Millions of Americans will gather around their TVs this Sunday to watch the Super Bowl, and although most people enjoy watching the actual game, many viewers (like me!) are also looking forward to the commercials. With an average of $3.5 million for a 30-second ad, big game advertisers like Coca-Cola and Volkswagen are working to build momentum for their marketing investment. This year, many companies are actually advertising their Super Bowl advertisements, and USA Today even published an article about this trend.

Coca-Cola recently launched billboard and bus shelter ads with its famous polar bears inviting you to watch the game along with them. The company will also be streaming live video featuring the bears reacting to all of the game plays. And Volkswagen posted on its Facebook page an online video teaser with dogs barking the Imperial March tune from Star Wars (which has gotten 10 million views).

These teasers aren’t hyping the products themselves — they’re touting the brands. For many companies, the ad investment justifies the pre-game push if it builds buzz.

How do you think Super Bowl advertising has changed over the years? And do you think the pre-ad Super Bowl buildup is worth the extra effort?

Vanessa Tostes will be cheering on the good Super Bowl commercials this year … along with the New York Giants.

Coca-Cola’s Thirst for Social Media Success

If I had to guess which Facebook pages are the most popular, I would chose Justin Bieber, Disney and MTV (not in that order). While they are on Facebook’s Top 100 Most Popular Facebook Pages In The World list, the chart toppers surprised me.

Currently, Coca-Cola® is the most popular brand page on Facebook. Companies such as MTV and Starbucks aren’t even listed in the top 20. A recent USA Today article examined the ways in which Coke® has begun to dominate the social media realm. Through the creation of smart phone applications and the use of contests and giveaways, the brand reached an unparalleled level of online intricacy.

coca cola


While only a part of the company’s overall $2.9 billion advertising strategy, their efforts have clearly paid off. Wendy Clark, the company’s senior vice president of integrated marketing says that Coca-Cola places great emphasis on social media because consumers who follow their brand online are 10 times more likely to purchase their product. And it’s working: Coke’s beverage sales are up 6 percent worldwide year-to-date.

Coke has also earned respect on other social networks including YouTube, where its videos have been viewed 33.5 million times and Twitter, where it has 400,000 followers. While speculation is to be expected, Coke’s online success is nothing short of a well-calculated marketing takeover.

Earlier this month, Coca-Cola was named “Marketer of the Year” by Advertising Age, citing it as an example of how small and mid-sized brands also “can use creative stunts and strategic partnerships to get a lot done on a smaller budget.” This recognition further solidifies their claim as one of the best in online conversation. Coke’s secret? “Letting fans be fans,” says Michael Jedrzejewski, one of the pages’ original creators. “People are savvy enough to know when a Facebook page is contrived and manufactured.”

What are some of your favorite brand pages on Facebook? What sets them apart from the rest?

Kristin Serio is a social media coordinator at Linda Costa Communications Group . She enjoys piña coladas, long walks on the beach and a daily Diet Coke (or two).

Who Scored an Advertising Touchdown? The CCG Refs Discuss.

Commercials aired during the Super Bowl have long been considered “the best of the best.” Reaching millions of viewers (and costing millions of dollars), these ads are companies’ time to shine – or fail miserably. So what did the Linda Costa Communications Group team think of this year’s offering? See our highlights reel below.

I loved HomeAway’s Super Bowl commercial featuring Chevy Chase and Beverly D’Angelo from the National Lampoon’s Vacation franchise because it was nostalgic. My favorite line was when Chase thought that the hotel water he was getting was complimentary. And the hotel clerk responded, “No, sir. It’s complementary water – with an “e.” Meaning it complements the room and isn’t free.” -Doreen

I liked the Denny’s Chickens Across America commercial advertising the free Grand Slam breakfast. Any commercial that’s funny – and genuinely makes me laugh out loud – is considered a win in my book, and Denny’s had me at chicken astronaut trying to scream in space. While you won’t find me waiting in line for my free Grand Slam, I will remember the ad. However, this also begs the question, last year people waited for hours to receive a free Grand Slam breakfast without the Super Bowl ad, or really any advertising at all. Were three runs at upwards of $3 million a pop (estimated cost) really necessary? Or were the ads just meant to increase brand awareness?  -Brooke

Although the screaming chickens for Denny’s commercials made me chuckle, my favorite Super Bowl commercial goes to the Doritos “House Rules” commercial. There was a literal “LOL” moment. Doritos had the second most commercial spots, behind Budweiser so the odds were good. Doritos never disappoints! -Ashley

My favorite Super Bowl commercials are usually from Budweiser and while this year’s Clydesdale vs. a bull race didn’t disappoint, as a dog lover, my vote goes to Doritos. I’m referring to the commercial featuring a guy taunting a dog (wearing a bark collar) to bark for a chip. Who wouldn’t enjoy watching the dog get revenge by removing the collar and putting it on the guy, then stealing the bag of Doritos and barking every few seconds to shock him? So funny! -Kelly

Although the Doritos commercials made me laugh the most, I found the contrast between job search competitors Monster and CareerBuilder interesting. While CareerBuilder reused their usual theme of employees disliking their jobs and wanting a new one (i.e., 2009, 2008, 2007), Monster went a different route with their fiddling beaver commercial. During a time when many are unemployed, I think Monster made the viewers smile, whereas CareerBuilder may not have connected with as many people. Plus, past Super Bowl favorites have shown us that you can never go wrong with animals. –Jenni

My favorite was probably the E*Trade commercial about the girlfriend – especially when Lindsey comes on the screen at the end and says, “Milk-a-what?” I laughed out loud. I am a total sucker for the E*Trade baby commercials, every year.

The only one I re-watched right after it finished was Audi’s “Green Police” video. I didn’t particularly like the commercial … but they had an anteater on a leash at: 41. Watching it again was obligatory. –Alexis