The Super Bowl is more social than ever — thanks to advertising tie-ins with Facebook, Twitter and YouTube.
“I expect to see a lot more ‘For more…see Facebook, Twitter or other social media,’ in this year’s Super Bowl commercials,” said Mitch Joel, president of digital marketing agency Twist Media, referring to the growing number of ads referencing social networks in the past 12 months.
And with the cost of 30-second TV spots between $2.5 million and $3 million, along with tough economic times, the action for advertisers has started well before CBS begins its telecast of the game at 6:25 p.m. Sunday, and it will continue well past the final whistle.
“It’s the only time America gets involved in advertising,” Drew Neisser, chief executive officer and founder of Renegade, an alternative marketing agency, said of the communal moment and entertainment value created by Super Bowl commercials. “X number of people will be doing searches online, based on Super Bowl commercials, while they’re watching the game.”
That’s what Super Bowl XLIV advertisers like Dockers, Dove and Denny’s are counting on.
This year, they may also benefit from heightened interest in the telecast’s sold-out national commercials because of the controversy and buzz about CBS accepting a Super Bowl spot from Focus on the Family featuring Heisman Trophy winner Tim Tebow, which is to carry an antiabortion message, and rejecting a commercial from gay dating service ManCrunch.com.
In post-game day action, there will be 30-second spots starting Feb. 12 in movie theaters nationwide for Dove’s Men + Care, which is being advertised in the 30-second, second-quarter commercial “Manthem,” said Linda Cornelius, a managing director and senior partner at Ogilvy & Mather, which created “Manthem,” as well as Dove’s first TV spot in the Fifties, and the signature phrase “one-quarter cleansing cream.”
A 60-second version of “Manthem” will be posted online at YouTube, Hulu and Yahoo Sports, among other destinations, immediately after the game.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye