- Hello.
My name is Jimmy Lynn coming to you
from the LG Digital Studio at Georgetown University,
School of Continuing Studies.
In focus today, our topic is Super Bowl ads.
I'm joined by Wendy Zajack, faculty director
for the Master's in Integrated Marketing Communications.
Wendy, thank you very much for joining us today.
- Thanks, Jimmy.
- So Super Bowl, the biggest sports event of the year,
the number one TV show of the year.
If you look at all the top 20 programs,
Super Bowl is all over
but it's much more than sports, right?
It's the commercials, the Super Bowl parties,
so for marketers, for the ad agencies, the brand marketers,
this is a huge, this is their Super Bowl,
so what does a perfect Super Bowl ad look like to you,
and what should that try to accomplish?
- Yeah, it's a great question, Jimmy,
and with the average price of a Super Bowl ad this year
being around $5 million.
- [Jimmy] Ain't that amazing?
Five million, right? - For a 30-second spot.
- As you can imagine, a lot is in big stakes here
for advertisers, for marketers,
so I think what people had to keep in mind
is obviously yeah, it's a huge amount of money
but I think there's a huge opportunity
to get your brand out, to be heard,
so as you said, if you look at top viewing audiences,
I think last year,
the Super Bowl was 112 million people watching, right?
And that's just watching on TV,
not to mention all the social media, the digital,
the pre-story, the during story, the post-story,
so I think all those things together, you have to look at,
and add up, and say, "Is it really worth your program?"
I think for a lot of big brands, it is.
It's a tremendous opportunity.
What do I think you need to do to do it well?
You need to be different, you need to be creative,
and I think I know people in marketing
wouldn't like to hear this but you need to take a risk.
- Now let me ask you,
so according to some industry publications
in today's interesting political environment,
a lot of the brands are toning it down this year,
not being as creative and risky as they have in the past.
What are your feelings about that?
- Yeah, it's a great question too, right?
We're in a different political climate.
Things, people are tense.
People are definitely tense about language.
People are tense about all kinds of things,
not wanting to offend,
so I think you have to be a bit careful
but again we know in advertising and marketing,
boring doesn't really get anyone's attention.
Right. - Break through the clutter.
- Right, so I think if you're willing to spend the money,
and you're willing to bet big,
you still need to do something creative.
A couple of interesting things that I've read about
that are being done this year,
Snickers is going to do a live commercial
for the first time ever, right?
So people are trying cool things.
They're doing different things.
Another website builder called Wix.com.
- Oh they're ranking number one right now
in all the pre-Super Bowl polls.
People are excited about them. - Exactly.
- And what do they do?
They basically launched their creative on Facebook Live,
so I think what you're seeing now
is not just television, right?
It's also all the surround about it
to get the most out of the experience.
- So you're a chief marketing officer,
head of a big marketing agency, and they said,
"This 30 is gonna cost you $5 million."
Like we both work for big companies
but that's a lot of money.
Is it worth it for a 30-second spot?
- I think it can be.
I definitely think it can be.
I think again if you play it well,
your five million is not just who's looking at it now
but who is gonna be looking at it later,
so you already see the YouTube views,
you're already seeing, you're gonna, post-game.
It's water-cooler talk, right?
- So you and I both worked in digital
and internet technology for 20 years or so.
You touched on it but it's fascinating
how with the way people are consuming media,
interact with technology, social media,
and so people are releasing teasers beforehand,
and really leveraging social media
to make the ROI for the five million much more effective.
What are your views on how the advertisers
are working with social media,
and some of the new innovative technology focus?
- Yeah, and I think that's the most exciting thing
for me too, so as a person
in integrated marketing communications, right?
- That's your job.
- This is it in action. - That's your Super Bowl.
- Yes, this is my Super Bowl,
so I think seeing it come together,
I think the technology is really exciting,
and I think not only from an advertising perspective,
as you outlined, you've got all kinds of different ways
to get your viewer message out there
but I think from a sports viewer perspective,
there's some interesting things that are happening now,
so it used to be you had two ways to view a game:
you went to it, or you watched it, right?
Now you're seeing convergence of both of those together,
and I think that's really exciting for sports fans,
and for advertisers, and for everyone involved.
It really extends the life of the game,
and the excitement around the event.
- Now it's interesting.
People talk about Facebook and Twitter
but you have teenage kids
like Snapchat is such a big thing with that generation.
How do you think Snapchat will work
with some of the Super Bowl ads?
- Yeah, I think Snapchat is a great venue.
I follow from my own favorite sports team.
- Follow Wendy's Snapchat story on Super Bowl.
- (laughs) That's right.
Well, Pittsburgh Steelers,
sorry, I will be rooting for the Falcons this year
but yeah, I follow their Snapchat,
and it's really fun the way they engaged their audiences.
When you're coming into a game,
they show all the players.
They show everyone getting ready, right?
And I think that could be a cool venue,
also for advertisers,
they're gonna be doing some really fun things
on Snapchat, fun videos, right?
Different ways that you can save your own story,
and show your Super Bowl spirits,
so again I think all these technologies just make it
an even richer opportunity for fans
but also for advertisers.
- Yeah, I think some of the advertisers
who are being really smart are actually,
the teasers are coming out today and Tuesday,
then they go into PR bang.
You're a PR expert, right? - Yeah.
- And the lead-up to the game, and then after the game.
- Exactly.
I think if I were selling
this huge $5 million budget, right?
I think you can focus on one spot being $5 million
but I think as you said and as you pointed out,
it's really a whole strategy.
How long can you get this out there,
and how much can you get out of it
both before and then after?
Again we talk about that afterwards, right?
We're not just gonna talk about the game.
We know that hopefully the Falcons
are gonna beat the Patriots handily
but we're also gonna be talking about the ads,
and which we liked, and what we didn't,
and that conversation goes on for a while.
- So with your classes this week,
you're talking about Super Bowl?
- Yeah, absolutely.
- It's as good as it gets, right?
- Yeah, it's as good as it gets
from an entertainment, sports perspective
but I also think it's a great example
of bringing it all together
in a really interesting way, right?
So it's not just advertising, it's not just social media,
it's really how do you package it together.
- Well, this has been just fantastic.
Our time just went by,
so Wendy, thank you so much for joining us,
and thanks to everyone out there for watching.
Please stay tuned for more from the LG Digital Studio
at Georgetown, SCS.
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