Advanced Sport Media & Marketing Essay

516 words - 3 pages

Advanced Sport Media & Marketing
Assignment #2- Super Bowl Commercials

The Successful NFL Sponsor: Hyundai
Background
• As an official auto sponsor of the NFL, Hyundai aired four commercials for super bowl, two during the game and two premiering beforehand
• The commercials are huge success: “The Chase’ has 23 Million views while “The First date” has 14 million views on YouTube. Two of the four commercials are ranked as the “Top 5 Super Bowl 50 commercials”
Situation Assessment
• Hyundai is about to launch its high-end sub-brand called Genesis
• The “first date” commercial not only successfully advertised the luxury model, but also pinpointed the specific features on of Genesis: car finder
• “The Chase” has a exciting, movie-like vibe that demonstrates the remote start feature
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They represent different aspects of Hyundai, yet very consistent with one message: a trustworthy car brand embraced with innovative technology and a luxurious touch

The Successful Non-sponsor: Ritz Crackers

Background
• Ritz's "Big Game Snacks" campaign piled up more then 29 million views by the end of the day Thursday, according to Visible Measures, more than videos related to actual Super Bowl buys

Situation Analysis
• The commercial's setting is a group of friend watching sports- the audience would subconsciously associate it with Super Bowl
• Heavy use of football terms: The Big Game Day and Touchdown
• Exciting, “sporty-ish” background music and the repeated sport attire in the commercial

Evaluation of Strategy
• Multi-platform: Ritz crackers also promoted “Super bowl recipe” online, featuring their own crackers as a “easy to enjoy” recipe
• Ritz was the NFL sponsor last year, so it’s common for audience to assume that they still are this year

Conclusions and Recommendations
• Ritz’s online campaign is an excellent example of a non-NFL sponsor who makes itself seem like one. It attracted more views than actual sponsors did
• Ritz successfully tied its theme with sports, super bowl and a casual Sunday tone
• Ritz’s brand imagine matches the Super Bowl theme- snacks and fast food brands are perennial sponsors of the NFL

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