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As the Patriots look to avenge the upset to the Giants in the 2008 Super Bowl, for both brands and consumers, the action off the field could be as exciting as in the stadium. An estimated 171 million viewers are expected to tune-in to Sunday’s game, which will see Super Bowl legends such as Anheuser-Busch InBev, Coca-Cola, General Motors and PepsiCo sharing airtime with newcomers including Vertical Marketing Network client Dannon (the first-ever Super Bowl commercial in the yogurt category will feature John Stamos). Besides Mr. Stamos, celebrities making appearances in Super Bowl commercials this year range from David Beckham to Apolo Ohno, Mötley Crüe and even Joan Rivers. Some companies pay as much as $3.5 million for a 30-second Super Bowl spot, but the entertainment need not stop there; Chevy is extending its TV spots this year with a mobile Game Time app, which will feature trivia relevant to the game and the commercials. Yes, there will be prizes, too. And while some brands skip commercial advertising altogether, the “big game” still provides opportunities for promotions and in-store merchandising. Perhaps the best news is that consumer spending is up. According to a new survey by the National Retail Federation, spending related to Super Bowl XLVI is expected to reach an all-time high this year; it’s projected that the average viewer will spend $63.87, up from $59.33 in 2011. While the majority of consumer spending goes toward food and drink, apparel, electronics, even home furnishings see a boost around game day. Thinking about buying a new flat screen? There’s no better excuse…
Maybe I’m just blogging out loud, but it seems like marketers should treat every day like Super Bowl Sunday. Creativity, energy and hype are the major players, and they win consumer dollars every time.
Which prompts the questions: What’s on your Super Bowl game plan? Has an early promotion inspired your game day spirit? What will you take away?
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