Crowdsourcing Approach to Super Bowl Ads
So, it’s congratulations to New England Patriots who beat the Seattle Seahawks in the Super Bowl, played at the University of Phoenix Stadium.
But they weren’t the only winners at Sunday’s sports fest. Big brands that turned to crowdsourcing to market their wares also came out on top.
The annual sports fixture is often the most watched broadcast on American television, a fact that delights and excites advertisers. The coveted slots come at a premium, but in return you can get your name in front of a huge audience. However, this is not enough for most brands who want more bites of the marketing cherry, and so they use crowdsourcing.
These days, a successful Super Bowl marketing campaign is not a one-off event. It is about keeping up continuous engagement with consumers, and getting them involved before, during and after the game.
Crash the Super Bowl
One of the most successful at doing this is Doritos with their #crashthesuperbowl crowdsourcing competition. Participants create and upload their own 30-second video advertisement to the contest website. Ten finalists are selected by Doritos and the grand prize winner as voted for by the public wins $1 million, a job with Universal Pictures and has their ad aired during the Super Bowl broadcast.
Crowd Engagement
In an interview with The Drum before Sunday’s final, Sean Foster, CEO of brand advocacy company Crowdtap said: “In the advertising world, marketers are using crowdsourcing to empower crowds to market with them, instead of at them.
“This could mean involving consumers in a collective brainstorm on new ad concepts, discussing new innovations with consumers who can inform a brand’s go-to-market strategy, or involving consumers in product ideation and packaging design.”
Crowdsourcing is a boon to marketers, because the general public wants to have a greater involvement with brands they love. In a survey of 1,000 American consumers conducted by Crowdtap, 61% said they would update their status on Facebook if asked to by a brand during a Super Bowl ad.
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