The Game Behind the Game, Part Deux

Happy Friday,

How was your week? 

Another guest is taking over this week, the one and only Susan Charles, 

Take it away Susan!

Hey y'all.  

I'm Susan Charles and I was the other half of the Frank and Susan YT/Super Bowl PR Initiative to support YT and the glorious amount of Ads storming the platform in the weeks leading up to the big game.

Last week Frank talked about how the Big Game was much more than the game itself, it was a cultural moment.  He also commented on the digital first nature of most of the campaigns (this is table stakes) and speculated on whether or not the results were worth the cost of admission (see what I did there re: "cost of admission?").

I'm here to give some additional commentary on all three phases of the game (IYKYK this NFL reference):  

1.  Offense: The ads leading up to the SuperBowl to cement success

2.  Defense: What happened the day of the SuperBowl

3.  Special Teams:  The Halftime Show

Let's start with Offense.  SuperBowl engagement started during the NFC/AFC championship games two weeks prior to the actual big game with teaser ads and even full length ads.  Some might argue that Coors Light case of the mondays started one whole month earlier but that execution was poor so we aren't counting it.   Fandom doesn't live in the confines of a game which YT tells us every day.  Advertisers deliberate engagement for a longer time period, publishing more versions of their ads, is, IMHO, a way to ensure they achieve their objectives.  Just in case their ad gets overshadowed on the Big Day (which most of these ads did), they had their insurance policy bought and paid for.  Thank you, YouTube, for giving these advertisers a way to reach audiences more than the actual game itself.

Defense:  Most pundits say that Defense wins championships and what happened SuperBowl Sunday won for the brands who participated.  Ads we thought would be most popular going into the Big Game were not.  The top 10 list was completely different and consisted of those brands who bought in the broadcast. Although we often wonder if it's worth it, according to Kantar, it is - in 2021, SB ads had an average return of $4.60.  Do I think it's lower now, of course, but game day ads drive awareness, there's no denying it.  If you're Uber Eats, are you worried?  Nope because your offence was great (see commentary above).

Special Teams:  If any of you watch the NFL, you know that special teams has to be consistent and not f*ck up.  If they do more than that, AMAZING.  But basically don't screw up.  That's how I feel about the Halftime show.  Don't screw this up and contrary to the top searches coming out of the show (the #1 search was "halftime show reviews"), Kendrick did not screw this up.  Yes it took me about four times of watching it, one of those times in .75 speed (you can set your watch speed on YT if you didn't already know) but he orchestrated a masterclass of storytelling and trolling.  A lot of brands should pay attention to the easter eggs, strong use of imagery and strong call to action (yes, I'm taking him staring at the camera and dissing Drake during "not like us" as a strong call to action).  Most brands are way too subtle in their asks.  We can learn from Kendrick.  Outside of the content of the show itself, Apple Music sponsors this so get ready for them to utilize in a way to promote new albums, artists and tours.  It's a business after all.

Honourable mentions of idiocy or "the reasons I have a job."

1. Speaking of strong calls to action, very rare to see one in big game ads.  What a waste.  Ask consumers to do something.

2. I felt much more strongly about ads that did not use celebrity.  This felt way more creative (and less lazy if I'm being really honest)

3. YouTube personalities made big game spots:  Sean Evans was in Uber Eats and Pat McAfee was in a NFL Flag football spot.  Great job.

4. I was irate every time I saw a big game ad titled "Coors light Case of the Mondays :60s"... like what are we doing here?  Your titles are public facing, take the time stamp off and give it a proper compelling name.  I guess I should have expected this from Stellantis who are struggling.

Ultimately who wins the SuperBowl?  We did.  So did YouTube.  And celebs who of course got paid to do ridiculous things.  

Happy Friday and until next year.

Susan