Comments on: The Super Bowl and User Generated Content http://newsletter.blizzardinternet.com/the-super-bowl-and-user-generated-content/2007/02/01/ Hospitality Industry Internet Markting Blog from Blizzard Internet Marketing Mon, 01 Dec 2008 21:29:53 +0000 http://wordpress.org/?v=2.5.1 By: Solomon Liston http://newsletter.blizzardinternet.com/the-super-bowl-and-user-generated-content/2007/02/01/#comment-52885 Solomon Liston Thu, 15 Feb 2007 16:18:37 +0000 http://newsletter.blizzardinternet.com/the-super-bowl-and-user-generated-content/2007/02/01/#comment-52885 Hello Mark - The genius marketing that I saw in the Super Bowl ad was customer recognition associated with the request for submissions. What makes a customer happier than recognition? By offering recognition and a sense of ownership of the brand, "The Corporates" made brand loyalty for life. The social network ramifications of this Super Bowl ad venture is another marketing facet seized. Word of mouth marketing is the king of product movement. A person is 3-5 times more likely to adopt a product based on a recommendation from their social network than a person in the target market of an ad series put on by a marketing firm. Mix a recommendation with the conviction of ownership by the customer and "The Corporates" win. In addition, this custom generated content marketing wasn't simply a 30 second Super Bowl ad; it was one ad lasting several months! So they may or may not have made their 2.6 million back in the airing of the ad to 9 million people, but I am curious to know what they made back on the venture as a whole. All the non-customer generated Super Bowl ads missed these marketing advantages completely. It is a good thing they went with funny and entertaining, I cried with laughter over the Snicker's commercial. It was nothing short of memorable. P.S. I really enjoyed your "The End of the Affair" post. Solomon Liston Social Internet Specialist Blizzard Internet Marketing Hello Mark - The genius marketing that I saw in the Super Bowl ad was customer recognition associated with the request for submissions. What makes a customer happier than recognition? By offering recognition and a sense of ownership of the brand, “The Corporates” made brand loyalty for life. The social network ramifications of this Super Bowl ad venture is another marketing facet seized. Word of mouth marketing is the king of product movement. A person is 3-5 times more likely to adopt a product based on a recommendation from their social network than a person in the target market of an ad series put on by a marketing firm. Mix a recommendation with the conviction of ownership by the customer and “The Corporates” win. In addition, this custom generated content marketing wasn’t simply a 30 second Super Bowl ad; it was one ad lasting several months! So they may or may not have made their 2.6 million back in the airing of the ad to 9 million people, but I am curious to know what they made back on the venture as a whole. All the non-customer generated Super Bowl ads missed these marketing advantages completely. It is a good thing they went with funny and entertaining, I cried with laughter over the Snicker’s commercial. It was nothing short of memorable.

P.S. I really enjoyed your “The End of the Affair” post.

Solomon Liston
Social Internet Specialist
Blizzard Internet Marketing

]]> By: Mark Stevens http://newsletter.blizzardinternet.com/the-super-bowl-and-user-generated-content/2007/02/01/#comment-48868 Mark Stevens Fri, 02 Feb 2007 16:30:27 +0000 http://newsletter.blizzardinternet.com/the-super-bowl-and-user-generated-content/2007/02/01/#comment-48868 If corporations really want to make consumers happy, they should forego costly Super Bowl ads and instead invest in a Chief Customer Officer, a single person of power charged with putting him or herself in the customers’ mind. But instead they spend their time and money making sure their ad is funny and entertaining, which doesn’t mean it sells more products. A good marketer surprises consumers by giving them new ideas on how and why to use a particular product. Ads developed by typical people or starring famous celebrities may get laughs, but are unlikely to generate sales. For every dollar you spend you should be seeing a dollar back and I sincerely doubt that these companies are generating an additional $2.6 million due to these Super Bowl ads. Marketers need to stop thinking that marketing HAS to be creative. It HAS to sell goods and services. Sometimes the least creative marketing is the most effective. Mark Stevens CEO of MSCO www.msco.com/blog If corporations really want to make consumers happy, they should forego costly Super Bowl ads and instead invest in a Chief Customer Officer, a single person of power charged with putting him or herself in the customers’ mind.

But instead they spend their time and money making sure their ad is funny and entertaining, which doesn’t mean it sells more products. A good marketer surprises consumers by giving them new ideas on how and why to use a particular product. Ads developed by typical people or starring famous celebrities may get laughs, but are unlikely to generate sales. For every dollar you spend you should be seeing a dollar back and I sincerely doubt that these companies are generating an additional $2.6 million due to these Super Bowl ads.

Marketers need to stop thinking that marketing HAS to be creative. It HAS to sell goods and services. Sometimes the least creative marketing is the most effective.

Mark Stevens
CEO of MSCO
http://www.msco.com/blog

]]> By: Anonymous http://newsletter.blizzardinternet.com/the-super-bowl-and-user-generated-content/2007/02/01/#comment-48682 Anonymous Fri, 02 Feb 2007 04:27:18 +0000 http://newsletter.blizzardinternet.com/the-super-bowl-and-user-generated-content/2007/02/01/#comment-48682 <strong>The Super Bowl and User Generated Content...</strong> Looking at the title of my post and wondering how the two could possibly be connected. The makers of Doritos, PepsiCo, have opened up their Super Bowl advertising campaign to the public. Just how is this all tied together?... The Super Bowl and User Generated Content…

Looking at the title of my post and wondering how the two could possibly be connected. The makers of Doritos, PepsiCo, have opened up their Super Bowl advertising campaign to the public. Just how is this all tied together?…

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