31 Jan Is it really worth it to leak your Super Bowl ad?
Well Sounding Board readers, it’s about that time of year again. The Sunday when over 100 million Americans get together over buffalo chicken dip and football shaped deserts for a monumental event: The Super Bowl.
Much to the delight of advertisers everywhere, commercials have become as much a part of the Super Bowl Sunday tradition as the game itself. Before the mastery of social media marketing campaigns we all had to wait and catch the coveted sponsor slots between plays. This year, I’ve noticed more commercials than ever leaked online in the weeks leading up to the big game, begging the question: is it worth it to leak your ad?
After mulling over the question for a while, I have to say my answer is yes.
This year a 30 second spot costs approximately $4 million. However, in his article in the New Yorker, Ian Crouch observes that it’s not the ad that people pay for anymore, it’s the right to say you have an ad in the Super Bowl for the entire month of January.
For example: If you haven’t heard about the Budweiser spot with the Golden Retriever and the Clydesdale you must be living under a rock (but just incase, I included the video below). It seems like every time I log on to Facebook, glance at my Twitter feed, or even check out my stream of Feedly blogs, there is a new post referencing the precious sequel to last years Budweiser commercial.
Leaking the ad was risky. By the time everyone gathers around the flat screen to watch the big game the anticipation for commercials will be completely gone and Budweiser will have given their $4 million spot away for free.
Luckily, the risk paid off for Budweiser when their commercial went viral this past week and became a must watch video. The commercial has been on YouTube for two days and already has over 23 million views. Instead of anticipation for the unknown on Sunday, people will be waiting anxiously for their new favorite commercial.
Other companies like Dannon released details and teasers about their ad instead of showing it off. Another personal favorite tactic this year was Anna Kendrick’s appearance in Newcastle’s Non-Super Bowl ad. If you haven’t seen it, you should.
What do you think? Does leaking an ad eliminate all the anticipation or is it just brilliant social marketing?