AAAAND we are back! After a break to enjoy Sydney's "Clayton's" Summer, the team at tomtom are back, just in time to preview Superbowl 2012's ad's. Superbowl Ad's have reached legendary and epic status- and that is just the cost of them- a 30 second ad now costs $3.5million- the most expensive ads in Superbowl history.
This year advertisers have taken the extraordinary step of releasing teaser's for their ads. the new Volkswagon commercial's teaser has received almost 10 million views in 10 days.. Star Wars and Dog's... it is sure to be huge. The #thebarkside was a trending topic on twitter, day one of release. There has been a "behind the scenes" making of the trailer released as well as VW branded online invites for Superbowl parties. VW have created enormous buzz for their brand well before their ad hits screens.
"By releasing ads early, you start building a following" Joel Ewanick, global chief marketing officer at General Motors, suggested in an interview with the New York Times. There is a huge amount of ad "clutter" and developing a relationship with consumers early on can improve recall and help you stand out in the crowd and this year the race is on with America's biggest brands going all out.
Ferris Bueller is back too, for Gen X he represented the ultimate middle class rebellion by ditching school for the day... now it looks like grown up Ferris is ditching work ... and somehow we are guessing it will involve a Honda.
However the most interesting brand to watch will be Coke- with their Polar Bears featuring in the most interactive Superbowl "event". "The trick is to be everywhere consumers are. And that means Facebook, Twitter, Youtube and other popular sites," says Pio Shunker, Coke North America's Head of Integrated Marketing and Content. The animated bears will be "watching" the game and reacting to ever game play and ad that is shown on the broadcast, they will even be tweeting. Hundred's of reactions and emotions have been prepared by animators and will be controlled by a team of Coke "puppeteers". Given the Superbowl is the type of event that is watched on tv, handheld devices and mobile phones this will be an extraordinary interactive event to watch- catch it on CokePolarBowl.com, a site hosted by Facebook- and in an added piece of altruism, they will donate $1 to the WWF for Polar Bears in the Arctic for each RSVP.
Oh and in case you were wondering, the game will be shown in Australia, Monday 6th February at 10am on ESPN where you will see the the New England Patriots beat the New York Giants. GO PATS!!