When rumors started flying around the internet and television media that there were companies who were looking into buying one second advertising spots, it caused a lot of buzz. In a world where companies will spend over two million dollars on just the air time for ads and much more to make their spots the most creative, funny or thought provoking ad in the mix. Many companies will pull out special effects or big names to ensure their ad is the one that people are talking about Monday morning around the water cooler. Why then would any company want to spend $100,000 on an ad that the average viewer could miss if the blink or realize that the remote fell off the couch and looked down for just a moment to grab it? The answer is simple, it was not created to make an impression during the air time. This ad was made to be viral.
The idea that Miller thought of is that viewers watching the Super Bowl just for the commercials have dwindling numbers. The main reason for this is that all the best ads of the night will be available on-line to stream in order by quarter the next day and they don't even have to watch any of the game. Now obviously there are many people who watch the game for the sport, but there are those who couldn't even tell you what teams are playing.
With this availability and streaming, Miller realized that even if their ad was just 1 second, viewers could watch it over and over and over. Not just to find out what the hell that guy just said (High Life for those of you who didn't catch it) but also just for the novelty of it. Not only would they watch it over but they would talk about it and specifically search out the one second ad, I know I did.
This ad is a perfect example of companies wanting to use the new channel of the internet and using a cross-over of mediums to achieve this. I feel its a great way to draw attention and getting people to talk about your campaign and I would not be surprised if there are even more ads that take a different approach like this to take charge of viewers focus in the ever competetive Super Bowl time slot.
Monday, March 9, 2009
Saturday, March 7, 2009
Day 1:
So a little about myself,
I am a fourth year commerce student at McMaster University in Hamilton Ontario. For the last three years I have focused on marketing and quite honestly fell in love with it. Last year I did a 12 month internship at Fujifilm Canada Inc.'s Head Office in the Corporate Communications department and got to see marketing at various levels throughout the company and business units. I have coupled this real world experience with my academic experiences at Mac where I have taken every marketing course available to me and have also taken cultural study and communication study courses which focus on the other side of advertising.
This education has supplemented my unexplainable fascination with advertisements. I have always been drawn to well done, engaging or out of the ordinary ads. That will be the main focus of this blog. I love finding and talking about Ads, promotions and even product integrations that I think are cool, so I plan to keep doing that, but in a more formal location.
I hope you guys will find these as interesting as I do. So for anyone who cares, welcome to my mind.
Kevin
I am a fourth year commerce student at McMaster University in Hamilton Ontario. For the last three years I have focused on marketing and quite honestly fell in love with it. Last year I did a 12 month internship at Fujifilm Canada Inc.'s Head Office in the Corporate Communications department and got to see marketing at various levels throughout the company and business units. I have coupled this real world experience with my academic experiences at Mac where I have taken every marketing course available to me and have also taken cultural study and communication study courses which focus on the other side of advertising.
This education has supplemented my unexplainable fascination with advertisements. I have always been drawn to well done, engaging or out of the ordinary ads. That will be the main focus of this blog. I love finding and talking about Ads, promotions and even product integrations that I think are cool, so I plan to keep doing that, but in a more formal location.
I hope you guys will find these as interesting as I do. So for anyone who cares, welcome to my mind.
Kevin
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