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BizReport : Advertising : January 28, 2015


Brand Keys predicts Super Bowl winners, losers

Wondering if the New England Patriots or the Seattle Seahawks will come out on top in Super Bowl XLIX? Well, we aren't going to posit an answer on that, but one expert is chiming in on who the winners and losers - in the Super Bowl ad game might be.

by Kristina Knight

"When it comes to Super Bowl advertiser playbooks, brands hope their ads will score big in five ways: 1) big audiences, 2) big creative, 3) big buzz, and 4) big social networking, but most importantly, 5) big levels of emotional brand engagement," said Robert Passikoff, Brand Keys, founder and president. "Number 5 is most important because it's a leading-indicator of consumers' positive behavior toward the brand in the only arena that counts the real-world marketplace. Advertisers can find some satisfaction that two of those hopes are sure to be granted during the broadcast of Super Bowl LXIX, February 2."

Who does Passikoff predict will win the ad wars surrounding Super Bowl 49? BMW, Doritos and Dove Men +Care. The prediction is based on the Brand Keys survey which found nearly half (46%) of consumers find these brands 'engaging and entertaining'. As for the brands consumers find entertaining, but that they don't necessarily engage with, the study found Budweiser, Coke and McDonalds top that list.

The real winners, says Passikoff, will be the brands that incorporate a social thread into their overall campaign.

"The constant need to level the advertising playing field has not been lost on marketers. Increasingly they've moved to create up-front buzz for their ads. Recognizing that it's a given their ads will get noticed along with everyone else's during the game there have been increased pre-game sneak peeks. And, how brands integrate their advertising and social media will determine the overall effectiveness of their efforts," said Passikoff






Image via Shutterstock

Tags: advertising trends, Brand Keys, social marketing, super bowl advertising, Super Bowl XLIX








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