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cover of episode Super Bowl ads and Stanley cups

Super Bowl ads and Stanley cups

2024/2/7
logo of podcast Most Innovative Companies

Most Innovative Companies
AI Deep Dive AI Chapters Transcript
People
J
Jeff Beer
J
Josh Christensen
L
Liz Segran
Y
Yasmin Gagne
Topics
Jeff Beer: 本次超级碗广告的几个主要趋势包括：大量使用动物形象、明星代言、糖果广告增多以及北美汽车广告减少。一些品牌开始在广告中使用超级碗本身作为宣传工具，形成了一种元叙事手法。FanDuel的“命运开球”广告系列是一个成功的续集营销案例，通过连续性的故事情节和明星效应，成功吸引观众注意力并保持品牌热度。DoorDash的超级碗营销策略是利用游戏本身作为品牌互动载体，让观众参与其中，是一种创新的营销方式，但也存在风险。今年超级碗广告中，很多品牌都展现出一种自我指涉的趋势，即广告本身就承认自己是超级碗广告。Miller Lite的营销策略是通过发放印有二维码的T恤，将消费者转变为品牌的流动广告，是一种巧妙的线下营销方式。Budweiser的超级碗广告虽然使用了动物和音乐等元素，但由于视角问题，未能达到预期效果，是今年比较令人失望的广告之一。Michelob Ultra的超级碗广告虽然集结了明星阵容，但广告创意平庸，未能充分发挥明星效应。Nerds和T-Mobile的超级碗广告创意缺乏新意，令人失望。Ben Affleck为Dunkin’拍摄的广告系列非常成功，改变了人们对他的公众形象。Paramount+的超级碗广告创意新颖，幽默感十足，是今年最优秀的广告之一。Hellman’s的“Mayo Cat”广告创意新颖，幽默感十足。Kawasaki的超级碗广告创意独特，充分展现了品牌的个性。今年超级碗30秒广告的费用约为700万美元。 Liz Segran: 美国人对水瓶的喜爱由来已久，而Stanley杯的流行得益于其成功地将水瓶从功能性产品转变为时尚配饰，并精准地瞄准了女性消费者市场。Stanley杯的流行也反映了消费者追求即时满足感和减少负罪感的心理需求，但过度消费反而加剧了环境问题。Stanley杯的流行并非独一无二，其他品牌随时可能取代其市场地位。Stanley杯被发现含有铅，引发了公众的担忧和品牌危机，也加剧了水杯市场的竞争。Stanley杯的成功也反映了品牌快速增长后如何维持其市场地位的挑战。Stanley杯可能拥有足够的品牌忠诚度来克服铅含量问题，并通过推出新的配饰来维持其市场竞争力。 Yasmin Gagne: 对超级碗和格莱美颁奖典礼的一些看法。 Josh Christensen: 对超级碗和Joe Rogan与Spotify续约事件的一些看法。

Deep Dive

Chapters
The discussion covers trends in Super Bowl advertising, including the use of animals, celebrities, and self-referential content, as well as specific ads from brands like FanDuel, DoorDash, and Miller Lite.

Shownotes Transcript

The Super Bowl is set to kick off this Sunday, and we’re taking a look at some of the ads that are already out there. ‘Fast Company’ senior staff editor Jeff Beer joined us to share what he thinks about this year’s slate of ads. He’s noticed how brands are evolving to use the Super Bowl itself )in their teasers and ads, which shows the trajectory of the way brands are going . . . they used to go for funny or emotional but now it’s an ad about being an ad. Using the game itself to help advertise a product is creating a very meta approach.

We also talked about what’s going on with those Stanley) cups. ‘Fast Company’ senior staff writer Liz Segran explained how the trendy tumblers do contain lead but more importantly, how this revelation will impact the company’s dominance in the very crowded reusable water bottle market. Also, how sustainable are these containers when they’re being marketed as a fashion accessory?

For more MIC behind the scenes, check out Yaz at @yazzyg on Instagram and Josh @joshuagchris on TikTok!