My latest on Voce Nation:
Are you ready for this Sunday’s Big Game? Have you bought that new flat-screen TV, planned what kind of pizza and sides to order and what kind of guacamole to have for your guests? Are you ready with conversations-starters to fill in the time between commercial breaks?
Yes, as we’ve been told by countless articles and numerous studies, many viewers watch the game more for the commercials than for the game. Recently a new survey showed 77% of respondents see those commercials as mostly entertainment, even as they do realize that they’re being marketed to. But I’ve been thinking of how the commercials can or should fit into an overall content marketing plan.For the sake of simplicity let’s say that these commercials are what we would term “Premium Content,” a big moment in an ongoing content plan that is meant to create a spike in conversations and generate press coverage. It’s safe to assume these commercials fit that definition. As we know Premium Content moments should be supported both before and after release by Core Content, or the everyday messaging that happens online and offline.
Today I’m going to look at what three brands are doing in advance of their Big Game ads, which is costing $5 million. Next week I’ll look at the commercials themselves and then the week after that I’ll review what they’ve been doing in the wake of that big moment, specifically on Twitter since it’s an easy single source to audit.
Source: Where Does a “Big Game” Ad Fit In A Content Marketing Plan? « Voce Communications
