It's Super Bowl commercial season again...What? Oh, sorry. It's "Big Game" commercial season again! The time of year when brands attempt to kick up their content a notch or two. Unfortunately, very few succeed. It seems more like brands pour all their money into buying the ad time ($4.5 million this year) and on making a splashy commercial without thoughts of how to make it last past their 30 second allotment.
However, last year there was one clear stand out. I wrote about the Newcastle Brown Ale "If We Made It" online promotion. Their online videos were about the commercial they would have made for the "Big Game". It was so well done I thought it would start a trend of brands creating online promotions instead of paying for the actual "Big Game" spot. At least a few cheap copycats.
Well, I've got good news and bad news for this year. Here's the bad news: I haven't seen any other companies promoting online promotions yet. There's still time though. If you know of any, please tell me in the comments below. Here's the good news: Newcastle Brown Ale is back with a new promotion! This year they are trying to place an ad for the game - as long as they don't have to pay for it.
Their first attempt was to create a
Newcastle ad disguised as a user-generated ad
submitted for a snack chip contest (Doritos). Unfortunately, a number of rules prohibited Newcastle
from being selected. They're listed in the behind-the-scenes video.
Now, they're trying to find additional brands to pool their money together for a commercial and calling it the Newcastle Band of Brands. As convincing as only
Newcastle can be, they have
released two videos so far starring
soliciting brands to join them. From their website,
www.newcastlebandofbrands.com, it looks like they have at least 7 more videos
still to come. Aubrey Plaza
While I'll be watching all of the other commercials and analyzing them with all of you, I'm most looking forward to the rest of the
Newcastle promotion. I
love their edge and their whole "we-don't-need-the-Big-Game"
attitude. On a related note, they also ran an Independence Eve promotion last
year called "If We Won" (ifwewon.com) that was also very well done.