BlogPulse has asked me to dust off my Super Bowl Ad Blog and be a
lab rat panelist, for their second annual Super Bowl Blog Panel. Panelists will blog a play by play of all the ads on their individual, password-protected blogs (sorry!).
And there will be plenty of ads on which to opine. According to MediaPost, ABC has already sold 84 percent of the available airtime, but this will fluctuate as marketers get nervous and change their plans. No surprise considering a :30 spot costs as much as $2.6 million this year. $150 million in total airtime. That's a lot of cash to spend on a dead marketing vehicle.
This was my post mortem on last February's game:
Blogs usurped the bowl ad buzz this year, ensuring the game was better than the ads. You could head online and find out the latest about any and all ads. We created buzz bigger than 1984 for ads that never stood a chance.
Volvo did it right. Online and offline, every element supported the larger campaign. Volvo even bought keywords on Feedster around "super bowl" + ad. Marketers were smarter this year and cashed in on pre-game attention using very integrated campaigns.
But the bottom line is that this cycle creates more buzz than ever before the game and makes it simply impossible for the creative to live up to the expectations.
Shortly after this post, I uncovered the Lincoln Fry blog which ignited a fake blog meme that has morphed over time, but is still discussed nearly a year later. Hopefully this year will be half as fun.
At least this year, I won't bitch about the Roman numeral logo, just all of the "extra large" clichés we're sure to see used to market the game.