Digitaalse meedia jaoks mõeldud Super Bowli viskamine

jalgpall
Ameerika jalgpallipall lähedalt

Tehnoloogia ja turundus Üha rohkem ettevõtteid on oma turundusstrateegiate osas tehnoloogia kasutusele võtnud. Millal Pepsi tõmbas Super Bowlist välja, nimetasid traditsioonilised ajakirjanikud seda hasart.

Super Bowlis reklaamimata jätmine on hasart? Kas tõesti?

A Super Bowl advertisement costs $3 million dollars per 30 seconds. Pepsi planned two 30 secoond ads and a 60 second ad… that's $12 million. And the price went up over 10% between 2008 and 2009. Let's do the math. That's $12 million to reach 98 million viewers.. or about $0.12 per viewer.

Let's not forget that Pepsi kasum langes 43 protsenti kui nad tegelikult tegin pay for Super Bowl advertisements. Hmmm, sounds like Super Bowl ads didn't quite pay off.

This doesn't include, of course, the tõeline hasart... palgates agentuuri, mis suudab luua reklaami, mis tegelikult ka sõidab tonni liiklust to your brand. Let's pretend it each can of soda profited $0.10… that means that Pepsi's advertisements have to drive each of those viewers to buy at least one Pepsi (over 100 million sodas) simply to cover the costs of the ad.

That didn't happen, nor was it going to.

Vastupidi, digitaalse meedia omaksvõtmisega saab Pepsi murdosa kuludest ja rigaühel sama arv vaatajaid. Of course it wouldn't happen in a single event across 2 minutes… but who in their right mind would want it to? Pepsi needs a long-term strategy and some great products to bring it back.

What if Pepsi sponsored a ‘best viral advertisement' contest where the winner won $1 million? With another $1 million in additional prizes? Perhaps they promoted the contest across Youtube, Twitter and Facebook with an additional investment of $1 million.

Milline tehnika jõuaks teie arvates rohkem ... ja asjakohasema publiku ja sõnumiga? Tehnoloogia ja turundus on üksteisega üha enam integreerumas ja aeg, mil rohkem ettevõtteid avasid oma silmad uskumatute võimaluste ees.

Lihtsalt märkus: I'm not, in any way, debating whether or not Super Bowl Ads work. GoDaddy has had great success over the years in acquiring domain registration market share with mõned naeruväärsed reklaamid. This is just a great example of when it doesn't work and opportunities for increasing return on investment with digital media.

Another note: I think Pepsi needs to ditch the new logo as well. It's dumb.

Üks kommentaar

  1. 1

    I think it is a much better and long lasting idea to not do Super Bowl advertisements and spend the money elsewhere. Mt. Dew has already had a user created video event, and they came up with some excellent content. About the logo, Pepsi is finally trying to come into their own, instead of a knock off of Coke’s font. I wonder who came up with the Logo first though, Pepsi or Obama campaign team. The logo itself doesn’t seem to represent anything.

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