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La Super Bowl: ¿todo o nada?

marzo 23, 2015
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Acaba de celebrarse uno de los eventos deportivos anuales más importantes, la Super Bowl, y con ella se presentan algunos de los anuncios más esperados y comentados del año[1]. Tiempo atrás, para mí, eran solo anuncios que me gustaban, ya sea por el humor o por la idea innovadora, pero ahora, como estudiante de marketing, he visto la “alineación” de este año con ojo crítico.

SuperbowlUSACon alrededor de 112 millones de espectadores, el mercado potencial para los anunciantes es enorme, pero como sucede con cualquier anuncio, la clave está en asegurar que puedes alcanzar al público meta de tu marca, teniendo en cuenta si la inversión merece la pena dado su alto coste (supuestamente 4,5 millones de dólares por cada treinta segundos este año)[2]. Según una encuesta hecha en 2014 por BrandAd, el anuncio medio de la Super Bowl aumentó las intenciones de compra de los espectadores un 6,6%, con intenciones de compra incluso mayores en el caso de los anuncios más populares, como el de Budweiser, que presentó dos anuncios en 2014 y consiguió un aumento del 37,8%[3].

Por otro lado, se ha sostenido que la mayoría de la publicidad presentada durante la Super Bowl no incrementa las intenciones de compra y que si se puede considerar una inversión que merezca la pena, es por el hecho de que aumenta el reconocimiento de la marca y su compromiso con los consumidores. Con la sacudida de las redes sociales y los numerosos puntos de contacto con los que se encuentra un consumidor potencial cada día, el compromiso con los consumidores a nivel personal y la cocreación de las marcas son cada vez más importantes. Esto podía verse este año en el anuncio de Doritos, que forma parte del concurso Crash the Super Bowl de Frito-Lay, en el que se podía participar activamente en el desarrollo de los anuncios de Doritos creándolos y votando por los anuncios favoritos para ser emitidos en la Super Bowl[4]. De manera similar, en el anuncio Pay with lovin de McDonald’s en el que se pidió a los clientes que pagaran la comida mediante muestras de cariño a sus seres queridos. Más aún, apoya una campaña en las tiendas al 14 de febrero.

Merezca o no la pena invertir en los anuncios de la Super Bowl, para una estudiante de máster en marketing ofrecen una fuente importante de debate y plantean cuestiones que nunca se me habrían ocurrido hace cinco meses.

 

 

 

 

 

 

 

 

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[1] Johnson, L., 2014. Super Bowl Ad Tracker: Everything You Need To Know About 2015s Big Game. AdWeek [en línea] Disponible en: http://www.adweek.com/news/advertising-branding/super-bowl-ad-tracker-everything-you-need-know-about-2015s-big-game-161884  [consultado el 8 febrero 2015].

[2] Olenski, S., 2015. Are Super Bowl Ads Worth it? Forbes.com [en línea] 30th Jan.  : Disponible en http://www.forbes.com/sites/steveolenski/2014/01/30/are-super-bowl-ads-worth-it/   [consultado el 8 febrero 2015].

[3] Griner, D., 2015. Opinion. Five Myths about Super Bowl Ads. Washingtonpost.com [en línea] 30th Jan. Disponible en : http://www.washingtonpost.com/opinions/five-myths-about-super-bowl-ads/2015/01/30/ce65379a-a744-11e4-a7c2-03d37af98440_story.html  [consultado el 8 febrero 2015].

[4] Castillo, M., 2015. Doritos Reveals 10 ‘Crash the Super Bowl’ Ad Finalists : Which one of these will score the coveted TV spot? AdWeek [en línea ]  Disponible en:  http://www.adweek.com/news-gallery/advertising-branding/doritos-announces-10-crash-super-bowl-ad-finalists-162162 [consultado el 8 febrero 2015]. 

 

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Comments 1

  1. lucia says:
    6 años ago

    Desde mi punto de vista, la inversión se utiliza como reconocimiento, estar es lo más importante. Se aseguran de que millones de personas tengan su marca en la cabeza. Quizás no se fijen tanto en las ventas. Buen post.

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