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Digital Marketing Unfiltered on 08/20/2010
Ed: White Horse’s podcast series is a great way to get the unvarnished truth about all your digital marketing questions—listen to all of the episodes whenever you like. Below is Part 3 of a recent three-part episode on Facebook advertising. You can also read the previous posts of “Are Ads Still the Best Part of the Super Bowl? Part 1 and Part 2. To have your question featured on a podcast, please send your question to contactus@whitehorse.com.
Brian: I'm interested to see if they actually peeled off two 30-second spots for humanitarian relief efforts and could actually put aside some money to actually make people more aware that people are still in need in Haiti and aren’t looking to sell chips…..
Eric: You have to have Bono if you want to do that.
Jen: I think they're doing that, but the NFL was overlaying that on every single game, year-end.
Brian: But it's the Super Bowl; I mean these are huge eyeballs.
Jen: But they're talking it over the game, and so they'll go for the sale, because they need the money first, but if they’ve got some extra time, they'll probably throw it in there. Otherwise, the commentary's just pushing hard with where to go and where to text; it's like tickering on it. ‘Cause so many players are…they feature some players that are from Haiti.
Daniel: I think what will be interesting is, with the new technologies, on TV, and with TiVo being prevalent, and how people watch TV now, people going back and looking at some of the commercials and seeing if there’s this thing where they are looking at them four of five times, or if they're just going back to try to find the one they couldn't see or couldn't find online. It'll be interesting to see if that's something that kinda pops up.
Avery: I've even been looking at the creative that's been sort of slipping out, because I'm one of those people like Brian, you know—it's what we do, and it's more fun to see it when it’s actually airing for the first time. I'm curious to see, from a creative standpoint, if these advertisers are scripting and developing these spots, with the goal of that 30-second broadcast, or if they're doing it with the intent knowing that it's going to get out early, and trying to build something more viral. Writing more to the Web as their medium as opposed to buying a 30-second spot or a 60-second spot. How old-school are we going to see the spots?
Eric: That's a really interesting question, because what makes something viral is so different than what makes a good Super Bowl ad, for the most part.
Brian: I expect we'll see some horses…during the Super Bowl.
Jen: There's always a Dalmatian. I wish they'd re-surge my favorite, the Rainier beer commercial. Rain…ier beer... [crosstalk] That's on YouTube if you want to see it. It's Rainier beer.
Jeff: I'm going to have to go read up again, now. But what I saw this morning was a Doritos commercial, was sort of what I saw. And I thought what I heard is, it was basically viral. Some guy built it for 300 bucks, and that's what they've turned into their Super Bowl commercial. It was hilarious, which is exactly why I think it won. But that's pretty interesting. They're taking viral, and then turning that in. Talk about cheap production.
Avery: Yep, all they're paying for is the media.
Jen: That's some great crowd‑sourcing media right there.
Jeff: So look for the dog collar commercial, for Doritos. It's funny.
Jen: All right.
Announcer: Thank you for joining us for Digital Marketing Unfiltered. If you enjoyed our banter, you can access this podcast series on our Web site, www.whitehorse.com. We love hearing from you, and if you have a question for our panel to discuss, or any other questions about this podcast, please email us at contactus@whitehorse.com. Or call, 1‑877‑471‑4200.
Read Part One of “Are Ads Still the Best Part of the Super Bowl?”
Read Part Two of “Are Ads Still the Best Part of the Super Bowl?”
Tags: Media Planning & Buying, Online Brand Development
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