1. SUPERBOWL ADVERTISING A Case Study in Buzz Marketing

2. WHAT IS BUZZ MARKETING? A viral marketing technique Attempts to make each encounter with the consumer unique. Spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser. Creates anxiousness and excitement about the product in a positive manner which can lead to trials and generate purchases of the product. Usually involves word of mouth marketing strategy. Research proves that this form of marketing is 10 times more efficient in initiating action than other communications.

3. SUPERBOWL Annual championship game of the National Football League (NFL). Created as a part of a merger between NFL and AFL. Considered by some a de facto American national holiday- “Super Bowl Sunday” It is the second-largest day for U.S. food consumption, after Thanksgiving Day. Frequently been the most watched American television broadcast of the year; the four most-watched broadcasts in U.S. television history are Super Bowls. In 2011, Super Bowl XLV became the most-watched American television program in history with an average audience of 111 million viewers.

4. SUPERBOWL GAME

5. SUPERBOWL HALFTIME SHOW

6. HISTORY OF SUPERBOWL ADVERTISING First Superbowl ad- Master Lock in 1973. Immense popularity of the ad influenced the company to produce ads for the games throughout 70s and 80s. 1977- Xerox aired a super bowl ad entitled “Monks”. THE TURNAROUND- Coca Cola created “Hey Kid, Catch !” featuring Pittsburgh Steelers “Mean Joe” Greene. SUPERBOWL XVIII- Apple Computers Macintosh ad “1984”. Presence of giants like Coca Cola & Apple induced other brands to reap the benefits of Superbowl Advertising. Since 1997, brands have been fighting to get space in Superbowl commercials.

7. TRANSITION PHASE IN SUPERBOWL ADVERTISING 1967- 22 million viewers 2012- 111 million viewers

8. ERAS OF SUPERBOWL ADVERTISING ERA I (1967-1978)ERA II (1979-1988)ERA III (1989-2008)ERA IV (2009- Present)

9. ERA I (1967-1978) – ADS THAT SOLD PRODUCTS

10. ERA II (1979-1988)- ADS THAT ENTERTAINED

12. ERA III (1989-2008)- ADS THAT BECAME SOCIAL

13. ERA IV (2009- PRESENT)- ADS THAT BECAME “THE PRODUCT”

15. SUPERBOWL COMMERCIALS- A MARKETER’S DREAM Most watched television program in history. Incredible media attention and synergy. Many viewers watch Superbowl only due to the commercials The ads themselves often receive additional airplay from television morning shows and newscasts after the game, and can also become viral videos. Increased competition among top brands to showcase their ads during Superbowl. High recall value AVERAGE COST OF A 30-SECOND ADVERTISEMENT AT SUPERBOWL 2013 $4 MILLION AVERAGE COST OF A 30-SECOND ADVERTISEMENT AT SUPERBOWL 2013 $4 MILLION

16. EFFECT OF SUPERBOWL COMMERCIALS ON VIEWERS

17. SOME NOTABLE SUPERBOWL COMMERCIALS OF ALL TIME

18. APPLE MACINTOSH – “1984”

19. VOLKSWAGEN- THE FORCE

20. COCA COLA- “HEY KID CATCH”

21. BUDWEISER- RESPECT(2002)

22. RAM TRUCKS- FARMER

23. SOME FAILED COMMERCIALS

24. APPLE- “LEMMINGS”

25. BURGER KING- “SPOT HERB”

26. BUDWEISER-“BUD LIGHT”

27. SOME SUPERBOWL FACTS & FIGURES

29. RISING COSTS OF SUPERBOWL ADS

30. MOST COMMERCIALS BY BRANDS RankProductNo. of Commercials 1Budweiser23 2Pepsi15 3Bud Light13 4Universal Pictures11 5Doritos10 6Paramount Pictures7 7Pizza Hut5 8Audi4 9Coca Cola4 10FedEx4

32. WAYS TO FOSTER SALES USING SUPERBOWL COMMERCIALS Top dollar for high exposure Funny always gets attention – Example: GoDaddy.com Animals are a universal language- Example: Budweiser Situations should be relatable- Example: Coca Cola Emotional responses are key.- Example – Ram Trucks