Superbowl 2008 Commercials and Marketing Methods: Learn from Them
by Bobette Kyle

Each year, the Superbowl reliably delivers entertainment and high-profile drama in one form or another. We often forget that behind the entertainment are several valuable marketing and advertising lessons. Pay close attention and you will learn tricks for incorporating current trends into your management and marketing strategies, as well as new applications for old techniques. Here are some methods to study in 2008, plus lessons learned from the past five Superbowls.

Incorporating Marketing Trends and Time-Honored Techniques

This year, I'd like you to notice how the advertisers, networks, sponsors, NFL, Arizona Cardinals, City of Phoenix, half-time entertainers, and any other businesses involved with the Superbowl are incorporating marketing's latest trends and more traditional marketing methods. Think specifically how you can apply those techniques.

An Example

I don't mean figure out how to hire Janet Jackson and Justin Timberlake to sing at your halftime show. I DO mean take a core concept and mold it to fit your specific budget and company goals. In this case, the core concept is something like: expose popular personalities to your core customers in a way that is interesting to that audience.

The underlying strategy here is to create an association, so afterward the customer will positively pair the personality with your company ― increasing good will and long-term success.

Molding that concept to your own situation requires a bit of brainstorming. First, make a list of high-profile people who are popular with your customers. Don't limit the list to entertainers. Expand it to include well-respected figures in your industry or key geographic areas.

Next, brainstorm how you could put these people together with your customers. Seminars? Sponsorships? Signings? Don't limit methods to in-person events. Does the personality have a book or other publication that would be of interest? Could you record a podcast or video and make it available on-demand, online?

Finally, whittle the list down to those most plausible, and incorporate it into your marketing plan.

What's on Tap for Superbowl Advertising and Marketing in 2008?

Commercials are kept mostly confidential until game day, but a number of marketing and advertising strategies are apparent in the months before the game. Some of the activities I have found follow.

Superbowl rentals. Several landlords near the University of Phoenix (where Superbowl XLII is being held) are advertising rentals available for the weekend. These enterprising folks are advertising through online videos on YouTube and other video sites.

Raffles for tickets to Superbowl. Smith's Dairy and others held giveaways for Superbowl tickets, placing video advertisements -- and/or the drawings themselves -- online.

Meet the Men Under the Helmet. Nfl.com viewers can choose which player's story will air as a commercial during Superbowl XLII.

"Soul Tap to the Superbowl" on YouTube. This video clip is a promotion for one of the finalists of the Dorito's Crash the Superbowl contest. It directs viewers to a page on Dorito's site, where they can vote for the band. The winning band will win a recording contract and 60-second video spot during the Superbowl.

Past Superbowl Lessons

For even more ideas gleaned from Superbowl activities, take a look at my annual articles from the past five years:

2007, XLI: Customer Involvement in the Age of the Empowered Consumer

2006, XL: Superbowl Advertising & Marketing Hit the Internet

2005, XXXIX: How Longevity and Passion Achieve Major Results 

2004, XXXVIII: Superbowl Advertising Techniques

2003, XXXVII: 13 Superbowl Marketing Strategies

About the Author

Bobette Kyle draws upon 15+ years of Marketing/Executive experience, online marketing experience, and a marketing MBA as inspiration for her writing. Bobette is proprietor of the Web Site Marketing Plan Network (http://www.WebSiteMarketingPlan.com). She is also author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business." You can search all articles on the network through the marketing directory by going here: http://www.websitemarketingplan.com/directory