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Can’t afford $3 million for your very own Super Bowl ad?
Tired of the advertising chaos that ensues on Super Bowl Sunday?
You might want to consider doing what Subaru, Hershey, and Mars are doing – become a sponsor of Puppy Bowl VI instead.
Major corporations are taking a pass on Super Bowl ads this year in favor of a smaller, yet more focused audience. Animal Planet’s Puppy Bowl is now in its 6th year, and is an increasingly popular alternative to football mania. (If your household is like ours, we switch back and forth, catching some Puppy Bowl action DURING the Super Bowl ads).
This year, Subaru will launch their new “Dog Tested. Dog Approved” commercials during the game. Hershey’s will sponsor a Twizzler-branded blimp (piloted by hamsters) that will provide the Puppy Bowl’s first-ever “aerial footage, along with a Kit Kat halftime (yes, cute kittens will be the halftime entertainment).
“Our goal is to emotionally connect with our customers rather than all customers, and the Super Bowl is an all-customer type of medium,” said Subaru spokeswoman Heather Ward for an article in Advertising Age.
Right on, Heather. Pick your market segment. Then OWN your market segment.
Something tells me these advertisers will have better ROI on their Super Bowl Sunday ads than the actual Super Bowl advertisers.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
I think there’s something to this. Advertisers are definitely pushing cute lately. Cultural shift? Response to war and bad economy? Side effect of kitten-and-puppy-related viral video craze?
Hmm.
I was just listening to an episode of “This American Life” about a man who almost went broke trying to create “The Puppy Channel” on TV. I think he was just too ahead of his time. Poor guy. He probably sees the Puppy Bowl every year and thinks, “That was MY idea!”