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Big Game Content Marketing Follow-Up

 

squarespace real talk post game

My latest on Voce Nation is a follow-up to last week’s column:

Last week I took a look at how three companies – Heinz, Squarespace and 20th Century Fox – were preparing for their “Big Game” spots. In some cases there was a lot of teasing going on while in others there was almost no acknowledgement that something larger scale was coming.

In the immediate aftermath of the game a few different narratives emerged in the press. Variety’s Brian Steinberg felt the ads were small-scale and underwhelming for the biggest advertising event of the year. Sydney Ember at The New York Times felt the ads were a textbook example of playing it safe, with brands sticking to celebrities, animals and so on. There were also plenty of examples of brands creating ads that were meant to play well on TV, social networks viewed on mobile devices and elsewhere.

Source: How Did that Big Game Content Marketing Turn Out? « Voce Communications