Clooney, Timberlake, and.....Danica?

As a result of her 8th place finish at the 2013 Daytona 500, Danica Patrick earned an impressive $357,464. Not a bad day's work I'd say.

However, the financial benefits of Patrick's performance in Daytona last month extend far beyond the prize money. Her performance in the GoDaddy-branded "10" car has apparently raised her marketability considerably. So much so that her rating on The Marketing Arm's "Davie-Brown Index" --- which "determines a celebrity's ability to influence brand affinity and consumer purchase intent" --- rose 30 spots. To provide a better landscape for her rating, Patrick now sits between George Clooney and Justin Timberlake, yes that George Clooney and Justin Timberlake.

In other words, Danica Patrick has every bit the endorsement potential as Clooney and Timberlake.

For those doubting Patrick's value to sponsors, just consider the ROI for GoDaddy, one of Patrick's most visible endorsers. According to Repucom, GoDaddy received over 20 minutes of screen time throughout the Daytona 500, which has an approximate media value of $2.9 million dollars. To put in perspective the significance of Patrick's move to NASCAR, GoDaddy received only $1.5 million dollars in media value during her entire last season of IndyCar.

More impressive may have been Danica's social media impressions. In the week leading up to Daytona, which included Patrick becoming the 1st woman in NASCAR history to win a pole position, she received over 971 million impressions on Twitter.

Not a bad day's work indeed.

Friendly Fire

"You can please some of the people all of the time, you can please all of the people some of the time, but you can't please all of the people all of the time."

 As brands seek out new audiences, they often risk abandoning their most loyal clientele, whether it be members, partners, or fans.

 It is no secret that college sports fans are incredibly passionate about their universities. However, Arizona State University President Michael Crow may not have anticipated the extent to which this fervor expands to all walks of the game-day experience, including even the appearance of the school's mascot, "Sparky."

Collegiate athletic programs have recently taken significant actions to engage their alumni base. Marketing departments have begun polling fans on issues such as game times, uniform design, and even food items sold within the concourse.

 Some, such as the University of Mississippi have even staged votes to determine the school's new athletic mascot. This, as it turns out, could have provided Arizona State with an invaluable lesson.

 Whether it is because of the national television appearances or the pep rallies, people really do care about their mascot. Why else would the University of Michigan have eliminated their own costumed mascot, which the school's proud alumni passed off as looking like an angry badger?

 In an effort to appeal to the next generation of Sun Devils fans, the Arizona State changed the appearance of their mascot "Sparky," who appears at many of the school's athletic contests. In order to do so, the school even consulted with the good people at Walt Disney Co., and asked what features make a costumed figure more "kid-friendly."

 What they overlooked, however, was the effect that this change would have on the school's fans, students, and alumni around the world. There has been a substantial outcry from this fan base, who feels that the "new Sparky" is too superhero-like and marks too dramatic of a change from the traditional character. In fact, ASU students have even started an online petition protesting the new costume.

 To be clear, the Arizona State logo will not be altered. Nevertheless, the students feel that the mascot represents a significant part of the school's brand, thus bringing up one of brand marketers' biggest challenges: How do you attract new audiences without disappointing your existing base?

Degree Does More

Unilever brand Degree is launching a new campaign featuring several of their most visible endorsed athletes. For the first time in memory, Degree Men and Degree Women are attached in the same marketing campaign, one which focuses on the famous individuals outside of their chosen field.

The ad campaign is interesting in that it highlights athletes such as New York Knicks' forward Carmelo Anthony and US Women's Soccer Player Alex Morgan, but gives little mention to their successes on the court or the pitch. Instead, it features Anthony boxing and Morgan surfing. In doing so, Degree showcases the stars' efforts to stay fit and active outside of their paid jobs.

Degree's other commercials feature Oklahoma City Thunder Forward Kevin Durant cycling and US Olympian Lolo Jones bobsledding,

With the tag line of "Do:More", Degree challenges the public to push themselves further. The campaign aims to appeal to individuals who participate in the same activities as these superstar athletes. As exercise and healthy living receives increasing emphasis from educators, parents, and politicians, this ad pushes the public to "do more." With more and more people participating in endurance events and cross-training than ever before, the timing could not be better.

Unlike so many of the million dollar ad campaigns which laud the athletes as larger than life, Degree allows viewers to relate to their heroes. If one-name stars such as Carmelo and LoLo can trust Degree products in their own workouts, then the average New York Sports Club attendee can as well.

Brands as Content Creators

As the world grows more commercial, many brands are being forced to adapt in an effort to break through the clutter. For a couple years, social media was the easy solution for any brand seeking to engage an audience.

Need to generate some excitement around a new product launch? Just host a live Facebook chat.

Trying to develop a more personal relationship with consumers? Just host a Twitter Q&A.

Now, with little resistance, social media has become more commercial, than social.

As a result, brands are being forced to develop more creative tactics. While this is a challenge for many companies, it has also proven to be an enormous opportunity for certain brands to distinguish themselves from competitors in the industry. In other words, it is a chance for companies not only to build a more loyal audience, but also to tell consumers how they are unique.

In order to separate from the competition, many brands have turned to content creation. They have become publishers of unique content, some of which does not directly relate to the product being sold. However, as publishers of their own content, they are building a following -- consumers that may feel partisan towards that company's product, irregardless perhaps of its quality or price. Similar to my authoring this blog, they are seeking engagement with their consumers through their shared content. For many brands, this has been done via premium videos which provide viewers with an inside look into the company's lifeblood, interests, or product offerings.

Studies have shown that over 65% of marketers feel that branded content publishers have a better chance of reaching sales goals than do brands that focus primarily on social media.

To be clear, this has definitely been a boon or bust, depending on the makeup of the company. For brands such as Red Bull, the opportunity to push the envelope via customized content has come to define the brand. For goods less skilled at content creation, including those which are less clear on their company culture, this has set them back. Whereas these brands have some hope admist the marketing clutter of television commercials or branded signage, they have little chance to compete with the more innately creative and strategic companies on the market.

The effects of commercial clutter have extended to live events as well, where branded signage has become far less valuable than an engaging on-site activation. Whereas consumers are becoming ignorant to OOH campaigns and on-site advertisements, they are more receptive than ever to experiential marketing tactics. While these executions require more time, money, and man-power, the return on the investment is significantly larger, most especially when fans can return home with some connection to the product. For example, any activation that includes a call-to-action for fans to check back on their tablets or mobile devices guarantees the brand more engagement time with the consumer.

While publishing content has proven enormously successful for many brands, the development of customized material does not guarantee that consumers will buy-in. As is the case with any successful blog or media site, the content must be interesting and original. There must also be enough of it to engage the viewers. If not, they will dissociate with the brand. Finally, the content must be interactive and appealing. It cannot simply be words or video, but must rather call on the public for their participation or opinions. YouTube's comment and subscription format have made it very popular amongst brands, musicians, and athletes looking to engage with their fans.

Irregardless of any great successes, however, brands must not let up on the gas. If they press the brakes for even a bit, they risk being abandoned amidst the commercial clutter.

Are Super Bowl Ads Worth It?

Earlier this month, CBS announced that the network had sold out their advertising inventory for Super Bowl XLVII. Despite a lofty price tag of approximately $4 million for each 30-second spot, brands such as Doritos, Samsung, and Skechers jumped at the opportunity to promote their product on the country’s biggest stage.

Given the startling costs associated with producing a Super Bowl commercial, one must question whether the return is worth the financial investment.

Yes, there is always considerable hype around the commercials during the big game. And yes, the top ads do generate a great deal of hype throughout the following week. However, would brands be better off spending their advertising budgets elsewhere?

Analysts argue that one of the main reasons behind purchasing a Super Bowl ad space is the subsequent bump in stock that comes soon after the announcement. Studies show that stock values jump for companies in the days immediately following the brand’s public release that they will air a Super Bowl commercial.  These announcements are now more often executed via sneak peeks on YouTube, and less so at formal press conferences featuring the company CMO.

Though Super Bowl ads may be good for stock value, or boasting amongst ad agencies, or interesting Monday morning water cooler discussion, they are not the most practical use of marketing budget.

First, the sheer cost of Super Bowl ads typically prevents any brand from purchasing more than one spot. As a result, companies lose out on any opportunity to reach back out to their target audience. Without any degree of repetition, there is little value to the advertisement in the first place.
As proof, focus groups have proven unable to recall which products were associated with specific advertisements. In other words, they may remember that great Darth Vader car commercial, but will not recall which car brand it promoted (Volkswagen).

Another possible reason behind this inability to associate products with ads could be the number of commercials that air within a three or four hour period. When combined with all of the product promotion during the game broadcast itself (ex: Pepsi Super Bowl Halftime Show), there is too much clutter for even the most creative advertisements to make a lasting impact. After a while, viewers lose focus on each individual commercial, another reason why the spots immediately following Kickoff are often the most coveted. Just ask Coca-Cola.

While the massive Super Bowl viewership helps justify the $4 million price tag, it also makes it nearly impossible for brands to develop their ad campaigns. With consumers of all shapes and sizes tuning in for the big game, marketers are presented the challenge of appealing to a very general audience. Oftentimes, the brands are only trying to promote to a more specific target demographic. If that is the case, they would be better off diverting funds to advertising that can speak to this audience directly.

With the invent of new digital technology, brands now have more vehicles for advertisement than ever before. While the digital industry still lags behind in terms of big-brand investment, its importance is growing quite quickly. Digital advertising has several benefits to brand marketers: 1.) it allows them to target a very specific demographic, 2.) it is generally less expensive than television ad space, and 3.) it offers the opportunity to break through the clutter. For example, for the cost of a 30-second Super Bowl piece, a brand could receive a banner ad on the YouTube homepage for eight straight days. Or the brand could purchase enough ad inventory on Hulu to generate over 100 million impressions.

Though the total impressions secured via these digital avenues may be quite similar to those obtained during a Super Bowl commercial, these advertisements ensure repetition and arrive amidst less clutter. Additionally, with more consumers now utilizing their tablets or mobile devices to access information, these opportunities will only increase in value over the next several years. For brand marketers that do choose to purchase Super Bowl ad space, it is absolutely essential that they also engage consumers via these second screens in order to maximize the return on their massive investments.

Who has the most to gain at Super Bowl XLVII?

Every year around this time, conversation turns to which brand can “win” Super Bowl weekend. In other words, which activation, commercial, or PR stunt will generate the most discussion in offices and classrooms on Monday morning? USA TODAY’s Ad Meter is usually a telling resource, but Coca-Cola, GoDaddy, and Volkswagen have all been successful in recent years.

With its enormous television audience, over 111 million viewers in 2012, the Super Bowl offers one of the world’s biggest stages on which to perform. Along with that attention comes a great deal of opportunity for its participants. While the athletes’ primary motivation obviously comes from their drive for a Super Bowl ring and the fulfillment of rising to the peak of their profession, one would be remiss not to mention the multitude of potential marketing opportunities that are on the line.

Super Bowl triumph opens otherwise impenetrable doors for the team’s most visible stars. Talk show appearances, autograph signings, and endorsement opportunities are just some of the marketing deals that often lie in wait. For marketing agents looking to build their clients’ brands, there is no greater prize than Super Bowl stardom. Without further ado, let’s take a look at whose brands have the most to gain this Sunday in the Mercedes-Benz Superdome:

 The Harbaugh Brothers

Jim and John Harbaugh may be the biggest stars of Super Bowl XLVII. In fact, their stories will likely be played out before the “Har-Bowl” even kicks off, which already make both men winners. The Harbaugh brothers are the only ones on this list whose brand value will not be impacted by what happens on Sunday evening. One man will win, and one will lose. Regardless of who comes out on top, their brands will inevitably be tied to one another. Look for them to be featured together in any major commercial opportunities in 2013, much like the Williams sisters and the Manning brothers.

The Rays

Ray Lewis and Ray Rice, the two faces of the Baltimore Ravens, each have a great deal to gain on Sunday. And for very different reasons.

Ray Lewis’ story has been told. One of the best linebackers of all time will be retiring after the game on Sunday. He is a tremendous leader, but one who’s past was irreparably marred after an incident in Atlanta following Super Bowl XXXIV. With a victory on Sunday, Lewis can cap off his emotional journey, and a Hall of Fame career, on a positive note.

 

Ray Rice, despite his unique skills, is less often profiled in the national media. Standing just 5’8, Rice is one of the more effective --- and versatile --- backs in the entire National Football League. Full of personality, it is a bit surprising that Rice has not yet become a bigger star in the marketing world. Rice is one of the top fantasy backs year-in and year-out, and yet his brand has not yet taken off. After overcoming tragedy, with the murder of his father, Rice is a great story of perseverance and hard work. With a victory, and perhaps an MVP trophy, in Super Bowl XLVII, Rice will become a full-fledged star on the national stage.

Randy Moss

Moss is undoubtedly one of the best wide receivers to ever play. Just look at the statistics. He is 3rd in yards, 2nd in touchdowns, and 9th in receptions all-time. He also had perhaps the best receiving season of all-time in playing for the New England Patriots and Tom Brady. With a Super Bowl ring, Moss will cement his place in the record books. Regardless of his ability, and his quirky personality, Moss has not appeared in any notable ad campaigns. All that could change on Sunday evening.

 Joe Flacco

The Quarterbacks will take the spotlight in the Superdome on Sunday night. What else is new?

Joe Flacco has the opportunity to take a HUGE step in the respect category. The Super Bowl will provide Flacco with a chance to elevate himself amongst the NFL’s elite signal callers. Just ask Eli Manning and Ben Roethlisberger what a Super Bowl victory can do for their personal brands. Both turned Super Bowl MVP appearances into significant endorsement deals and are now household names in the sports marketing world. With a big-time performance in New Orleans, the Ravens QB can earn himself a great deal in endorsement money. While those in Baltimore may already believe in their guy, a win in Super Bowl XLVII will make CMOS nationwide “Whacko for Flacco.”

Colin Kaepernick

While Joe Flacco is not yet a household name, he is certainly recognizable amongst NFL fans. Colin Kaepernick was a complete unknown just a couple months ago. A 2^nd Round pick in the 2011 NFL Draft, he was previously the back-up to Alex Smith. That all changed when Smith went down with an injury mid-season.

Now the University of Nevada graduate is taking the National Football League by storm. As a dual threat with his speed and a rocket arm, Kaepernick has been unstoppable throughout this year’s playoffs. Even more impressive has been Kaepernick’s confidence and mentality. In a Divisional round game against the Green Bay Packers, Kaepernick bounced back in a big way after throwing a pick six on his first possession. In the NFC Championship at a hostile Georgia Dome, Kaepernick brought the 49ers back from a 17-0 1^st Half deficit. Kaepernick’s swagger and athleticism make him a natural fit for rich endorsement deals.

No longer is he overshadowed by fellow youngsters Andrew Luck, Russell Wilson, and Robert Griffin III. Kaepernick is now only one big game away from far surpassing all three in terms of marketability.  

Save the Polar Bears

In a move that may shock commercial enthusiasts, Coca-Cola’s Super Bowl ad campaign, titled “Mirage,” will be sans polar bears. While the decision may disappoint a number of Super Bowl viewers that have come to love their not-so-ferocious furry friends, it has already paid off in the form of mainstream media attention.

This year, Coca-Cola’s agency Wieden + Kennedy developed a 60-second commercial featuring showgirls, cowboys, and a gang of bikers. The ad, which is already accessible online, centers on the three parties’ pursuit of Coca-Cola through the barren desert.

In an effort to generate discussion and engage with the 100 million-plus watching the big game, Coca-Cola is allowing the audience to choose the commercial’s ending. Viewers can vote for the group that they feel should win the race, either by tweeting or logging on to CokeChase.com.  Votes will be tallied in real-time and the complete ad will air immediately following the conclusion of the game.

By giving a degree of power to viewers themselves, Coca-Cola is targeting second-screen users. With a large percentage of the audience watching the game alongside their tablet or mobile device, this is an important tool for brand marketers. With this ad, Coca-Cola is hoping to maintain the consumer’s attention for longer than the 60-second commercial within the game broadcast.

Given the extraordinary costs of Super Bowl commercials --- an estimated $4 million for a 30-second ad --- brands are looking at new ways to increase the return on their investment. Given the explosion of social media, what better way to capture people’s attention than inviting them to participate via YouTube, Facebook, and Twitter. In order to encourage viewer participation, Coca-Cola will be providing incentives. They plan to offer free bottles of Coke, Diet Coke, or Coke Zero to the first 50,000 people that vote online.

Coca-Cola sought out second-screen users in 2012 by allowing viewers the opportunity to watch a live feed of the famed polar bears throughout the entire game broadcast. Though more than 9 million people logged in to watch the bears, it was definitely a less aggressive and engaging campaign than that which is scheduled for this year.

Though it is definitely a departure from previous Super Bowl ads, “Mirage” has already received positive reviews from consumers. By smartly releasing the commercial via YouTube, Coca-Cola has ensured that fans will be on the lookout for the ad during the game. Additionally, by announcing that the final ad will debut after the final whistle, Coca-Cola has ensured that they will engage consumers throughout the entire game.

As brand marketers continue to measure their success by the quality of engagement via social media and the second-screen, this ad campaign should rank very well. If nothing else, it will likely be discussed on Monday in offices and classrooms around the nation.

Also, just one blogger’s prediction here, but don’t be surprised if polar bears do eventually make an appearance in the final ad. Could they beat out the showgirls, cowboys, and bikers for the Coke?