BO B BY R O S E B R I A N N A R O H A N , E D D I E E S T E Y

SUPER BOWL XLVI

THE HISTORY OF THE SUPER BOWL

• The first Super Bowl was between the Kansas City Chiefs and the Green Bay Packers. It was held on January 15th, 1967 in Miami Florida at the Orange Bowl. • The game was created as part of a merger

agreement between the National Foot Ball League and its then-rival league, the American Football League. • The "Super Bowl" name was derived from the

bowl game, a term used to describe post-season college football games.

CHANGES IN THE LAST DECADE

• Over the years, the date of the Super Bowl has progressed from the second Sunday in January, to the third, then the fourth Sunday in January; the game is currently played on the first Sunday in February.

• The NFL is attentive on stopping what it says is unauthorized commercial use of its trademarked terms "NFL," "Super Bowl." As a result , many events and promotions tied to the game, but not sanctioned by the NFL, are forced to refer to it as "The Big Game.”

• In 2006, the NFL made an attempt to trademark "The Big Game" as well, however, it withdrew the application in 2007 due to growing commercial and public-relation opposition.

EXPECTATIONS FROM COMPANY ADDS

• The expectations from company ads is that their company and/or product will be viewed by a large audience due to the historic numbers of viewers that watch the Super Bowl. Companies also expect that their ad will reach the intended demographic. Companies expect to have an increase in sales and stock prices, following the Super Bowl.

COMMERCIAL THEMES LOOKED AT IN THE LAST FIVE YEARS

• The themes of super bowl commercials over the last five years have been mainly about snack food, Coca Cola, Beer, and Cars. The same similar ads have been played over the last five years.

SOCIAL MEDIA IMPACT

• Super Bowl XLV brought on a stream of fans after ads were run for the game.

• On Youtube, popular ads were posted and reposted by millions of users. For instance, last years Volkswagen Darth Vader commercial brought in 20 million views 36 hours after the game.

• In other words, Volkswagen got their product out to 11 million viewers during the game, and 20 million after.

SOCIAL MEDIA IMPACT

• Other people who have Facebook accounts took to the site to like/become a fan of their favorite commercials.

• Pepsi Co. saw a 49% increase in fans post Super Bowl XLV which in turn could drive up sales.

• BMW also saw a 34% increase in likes/fans on Facebook and were able to get their product out to more people through the use of Facebook.

SOCIAL MEDIA IMPACT

• Post Super Bowl XLV many companies that bought ad space for the game saw a large increase in Twitter mentions.

• Mentions of “Pirates of the Caribbean: On Stranger Tides” saw a 100% increase of mentions on Twitter after the Super Bowl.

• Volkswagen again was a popular topic on social media because on Twitter they also saw a 100% increase in meantions.

COMMAND OF “SECOND SCREEN”

• Television spots this year will encourage social media interaction during the game.

• Coca-Cola is creating a custom website showcasing a custom New England polar bear and New York polar bear.

• Doritos has an entire Crash the Super Bowl campaign seeking user generated content via a video ad contest.

WHO WATCHES THE SUPER BOWL

• 81% of the male population watches the Super Bowl

• 63% of the female population watches the Super Bowl

• The demographic for the Super Bowl is males ages 18-34 with 75% of that population watching.

ADVERTISING WITHIN THE SUPER BOWL

• What is the purpose of advertising during the super bowl?• The purpose of advertising during the super bowl is because it is one of the most

viewed sporting events in the world. It is a perfect opportunity to throw your products and your company in people’s faces.

• Does the score play a role in the viewership of commercials?• The score does not play a role in the viewership of commercials, because the

super bowl is a major event that historically everyone watches no matter what teams are playing. And as the years have passed, not only has the super bowl become more and more popular, but also the commercials. People now tune in to the super bowl just to see the commercials because they know how companies save their best commercials for that day.

• What Company should have saved their money?• The company that should have saved their money would be Doritos because it

has been such a popular brand name bag of chips. They did not have any competitors during the commercials for the super bowl, and they are the dominant brand name.

MARKETING MYOPIA

• Marketing myopia is when a company focuses on a product rather than the customers

• This can be avoided by finding a target market to advertise to.

• Marketing myopia does and does not exist in the Super Bowl ads• Teleflora.com geared their flower commercial toward males

age 18-50 buying flowers for their “Valentines”• Doritos commercials were geared toward humor and

merely getting the product out.

NUMBER THREE COMMERCIAL- M&M’S

• Title of the commercial: Just My Shell

• Why people relate to this commercial: The “Just My Shell” commercial by M&M was a commercial that was based on humor, everyone can relate to a time where someone was questioning what type of outfit they wore so M&M does a good job is of grabbing your attention and making society to try and sell there is chocolate candy.

• What the commercial depicts: The commercial Depicts that M&M’s are a fun, different type of candy.

• The demographic: The Demographic is both male and female 13-30

• http://www.youtube.com/watch?v=IbbLCvUtHGo

NUMBER TWO COMMERCIAL- VOLKSWAGEN

• Title of the commercial: The Dog Strikes Back

• Why people relate to this commercial: This commercial uses humor and weightless to appeal to consumers. Everyone can relate to wanting to loose weight and the dog that’s in this commercial is striving to loose weight so America understands where the dog is coming form.

• What the commercial depicts: This commercial depicts that this new VW Bug is worth chasing after and working hard to get.

• The demographic: Women 26-36

• http://www.youtube.com/watch?v=0-9EYFJ4Clo

NUMBER ONE COMMERCIAL- CHRYSLER

• Title of the commercial: It’s Halftime in America:

• Why people relate to this commercial: Everyone in America is struggling in one way and this commercial appeals to the lower class and middle class Americans that are trying to survive with this economy. Chrysler uses the rebirth of Chrysler and Detroit to try to convince that America will to have a rebirth.

• What the commercial depicts: This commercial depicts that when Americans come together and buy a Chrysler, it is rebuilding the American economy and that Detroit is showing us it can be done, we can start over.

• The demographic: Men 28-40

• http://www.youtube.com/chrysler

VOLKSWAGEN AS A COMPANY

 COMPANY WEBSITE 

• The Volkswagen website has no details regarding the Super Bowl commercial. The Beetle model is not even on the front page of the website, but nine other models are.

COMMERCIAL CRITIQUE

• The 2012 Super Bowl commercial for the new Volkswagen Beetle was funny and was easy to understand the concept or theme.

• The Theme was that Volkswagen is back in and better than ever.

• The Dog represented Volkswagen, the dog working out represented Volkswagen working on their new and improved product, and the dog at the end which is fast as lightning and playful represents the new Volkswagen Beetle.

• The target group for this commercial was for females, ages 28 – 40.

• The money was well spent because they got the company got their point across, and the commercial was catchy and caught the viewer’s eye.

SWOT ANALYSIS

Strengths• The new Beetle has injected buzz into the brand, luring buyers into dealerships where

they're also snapping up Passats, Jettas.

• VW's share price climbed 36% last year, nearly double the pace of the overall German market.

 • VW has boosted their quality more than any other carmaker in the past five years, cutting

defects and recalls by 60%.

• The Brand has been around for a long time so they are a trusted brand.

Weaknesses • VW still trails Toyota, Mercedes, Nissan, and Honda in overall quality.

• Bad publicity due to the sue from GM.

• Lacks performance in certain Volkswagen dealers around the world.

• Relatively low employee productivity rate.

SWOT ANALYSIS

Opportunities • Take advantage of the attractiveness of the new Beetle.

• Growth potential in the American market, last year American sales rose with a 59% increase for VW.

• Increasing demand for hybrid electric vehicles.

• Growth potential in India and China.

Threats • Global recession in 2009.

• Weakening of global automotive industry.

• Environmental protection regulations.

• Risk of being called bottom of the line Audi's.

COMPANY MARKET AND SUPER BOWL MARKET

• According to Quantcast, the average person buying into Volkswagen products are Caucasian females ages 25-34 with children with an annual family income of $100-$150 thousand.

• The female demographic does not necessarily meet the demographic for the Super Bowl of males ages 25-35, but Volkswagen was not attempting to appeal to that demographic.

• By adding in a dog into their commercial many families watching ranked this commercial high on their list of favorite Super Bowl commercials.

• Also, by adding in the Star Wars theme at the end, it relates to an ad run at last years Super Bowl in which families widely related and loved.

• Although the demographic for the Super Bowl and Volkswagen commercials are not exactly the same Volkswagen is reaching a specialized demographic and taking this is is is demographic by storm.

RECOMMENDATION

• Volkswagen must advertise for next years Super Bowl.• They are able to relate to families watching the games

and get their product out with likeable and recognizable ads.

• By marketing to these families they reach a specialized audience that does not have many commercials geared toward them during the Super Bowl.

• Families rank Volkswagen ads high on their list of favorite commercials and when a family needs to purchase a safe, family car they will remember Volkswagen.

REFLECTION

• When my team and I discussed who would do which part of the power points we had to make sure we were organized and that the work was evenly distributed among the group members. This project showed me how important it is to be organized when working in groups, and how important it is to plan out things before you try and complete them. • Because I had to complete homework during the

Super Bowl I had to plan accordingly where I would be watching it to make sure I could focus, and complete the task at hand.