Companies gearing up to Super Bowl Sunday with new ad campaigns

Wednesday, February 1, 2012 - 4:09pm


The big game is still four days away, but one part of the Super Bowl festivities is already upon us. Advertisers have been releasing their Super Bowl ads via social media.

Some old favorite themes are back as well as some new.

For millions of fans, Super Sunday is as much about the commercials as it is the kickoff.

Again this year, there is so much to see. The themes run from racy to ridiculous, and pop culture is always a player.

Companies are competing for attention on a day when everything is a bit more bold, a little larger.

"It's about getting people excited and creating the buzz around your brand," stated Kraft Foods Director of Innovation Janda Lukin.

The buzz is no longer just about the big screen; teasers, and even full spots, can be seen early on Facebook, YouTube, and Twitter.

VW America Chief Marketing Officer Tim Mahoney said, "Really, it's about integration of other mediums with television, where you really get the most bang for your buck with the Super Bowl."

Kraft will use its Super Sunday ad to kick-off a new product.

"We thought this would be a great opportunity to reach those consumers during a time where they are really engaged,” said Lukin. “The timing is perfect for us as well, and we're going to be on store shelves the next day."

Sales on Monday is one way to measure success, but the players in this high-stakes game are also looking long-term to figure out the final score.

"It's engaging, and it's fun to watch,” stated Mahoney. “It's putting more eyes on the brand, which is ultimately what we are trying to do."

Analysts say as many as 115 million people could tune in on Sunday. It would be the largest television audience in U.S. history, with many watching just to see the ads.

At an average of $3.5 million for a 30 second spot, advertisers want to make sure as many people as possible see their Super Bowl ads.

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