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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty