Tuesday, January 15

Beyonce Super Bowl Contest

Well we just had our Twitter party for The Golden Globes, and had a blast as usual.  Lots of commentary on the marketing, but of course, but also the dresses, the looks, the acceptances, you name it.  You have no idea how much fun it is watching a live event while commenting on Twitter until you give it a try.  You'll never do it alone again!

So now we turn to the big marketing holiday of the year ... The Super Bowl coming February 3rd.  The hype is already beginning as all the big advertisers are getting ready to debut new advertising, and many of them have already previewed on YouTube. 

It's the biggest day of the year for us marketers, so I plan to celebrate with another Twitter party at #SBExp.

One of the most anticipated moments is always the half time show, and this year is no exception.  Beyonce is coming on full force ... joining forces with her own Destiny Child (WOW) and a big-mega-brand.  She's building branded hype with a social media contest where fans can win a chance to come on the field with her during the show, sponsored by Pepsi (who by the way has stayed away from the Super Bowl for the last few years). 

She's even got a can!  Super Bowl is also big retail season so the brand is smart to have that component covered in its fully integrated campaign.

Beyonce + Destiny's Child + Pepsi + Rapid Fans = SENSATIONAL MARKETING

This is the first half-time show, to my knowledge, to do a pre-promotion of this type before the game.  

There's always a lot of speculation and chatter about it ahead of time, but I believe that a full scale promotion of this nature is breaking new ground.  And it was announced in December in the midst of all the holiday buzz no less.  Good for her ... and for us ... and for Pepsi ... more to tweet about.

It's never too early to prepare so mark your calendar and join in on the live tweeting!  The advertising will not disappoint.

Get ready to tell us ... What's your experience? Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU

PS - Just for fun, here's my favorite spot from last year's Super Bowl ... from Volkswagon.


  1. I guess $50M was enough to make her forget about teaming up with Michelle Obama's initiative to fight childhood obesity last year. Attaching herself to Pepsi was a big boon for them, a contradictory move for her.

  2. Hmmm - a key to any great brand is consistency. Jim.

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