|This year's spot from Go Daddy!|
Not the game, I'm not even sure who's playing to tell you the truth. I'm talking about what brand will be "best in show" for advertising from the game!
Based on all the social media previews, teasers, and network bans, we are gearing up for a night of brand reinventions, super stunts, user-generated content, and a great mix of celebrities.
And lots of branded entertainment.
Now I am not one for watching the commercials before the game, I like to "experience" them in real time. This year is a little different for me though, since I'm going to be a guest on Fox News reporting both before the game on Friday (Good Day New York) and then after as well on Monday (Fox and Friends). So I need to know what's up!
The big trend year over year is the second screen ... social media viewing, sharing, commenting, and posting has gotten even bigger than the big game itself, and that's not done on the wide screen but on the small screen. Multiples of them. We've already started commenting, but surely during the game we'll have multiple devices for experiencing the game on multiple levels.
I know that's what I'll be doing. Don't forget to join me during the game for live tweets about the advertising at #SBExp ... I'll be looking for your running commentary, and then talking about it the next morning on Fox.
For a little inspiration, here's my take on last year's winner from VW:
And then the brand's submission for this year's game. My what a difference a year makes!
What do you think? What's your experience? Jim.
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU