Despite the steep price tag, a few of the smaller brands are proving that it's not just the big spenders that are getting all the action.
Newcastle Beer sure proved that last year with an online campaign showing what they would have done if they were advertising in the Super Bowl. I think the brand got just as much attention as the official sponsors!
This year, Newcastle is looking for a little teamwork, and in fact has declared that "marketing is a team sport."
While they can't run national advertising against NFL sponsor Budweiser, the brand is making some regional buys and is opening up its campaign to include partners. In an open call for teamwork, the brand has already gotten Armstrong Flooring, Beanitos, Sharper Image, and Boost Mobile to join. They're declaring their teamwork on Twitter, fueling their own awareness for their part in the big game, and well ahead of the game too.
They're calling it the "Band of Brands, " and the count is up to 37 now!
Clever. Yes, marketing is a team sport, but it's also a spectator sport and I love watching all of this activity.
What's your experience? JIM.
PS - Join us for live tweets about the advertising during the big game at #SuperBowlExp