Monday, 4 February 2013

Breaking News becomes an advertiser's dream

Last night the power went out during the biggest calendar night in the NHL, the Super Bowl. The San Francisco 49ers took advantage of the change in momentum and nearly overturned a massive deficit in the match. But, honestly, a lot of us were watching the adverts.

The team behind Oreo's marketing campaign on the night, 360i, did an incredible job. Not long after the lights went out - after Oreo's advert had already been aired - the official Oreo Twitter page released this advert:

This is the age when brands have to start interacting with their users - and by interacting with those who were watching the Super Bowl, they garnered a huge amount of interest. When I retweeted it last night, it had 46 retweets. 15 hours later, it has nearly 15,000 retweets.

Catch up with all the adverts from Super Bowl 2013

Last night's main event wasn't the Baltimore Ravens beating the San Francisco 49ers. It wasn't the powercut at the Superdome or Flacco's incredible throws. It was Beyoncé's performance, and the brief return of Destiny's Child.

Yet the constant flow of adverts - over 60 during the entire event - have become a tradition of the Super Bowl event. Indeed, advertising spots during the Super Bowl are hugely expensive, simply because of the incredibly large audience. Perhaps Beyoncé's own performance is deemed an advertisement for herself, especially since no artist gets paid for performing at the Super Bowl.