This year's Super Bowl will feature an interesting new trend. Companies increasingly are partnering with other brands in their commercials. For instance, several brands have partnered with Netflix to create Super Bowl ads. Above, you will hear and see Will Ferrell appearing in a General Motors commercial in which he drives GM electric vehicles "through" several highly popular Netflix shows. Michelob also will be running a Super Bowl ad in partnership with Netflix. Molson Coors is teaming up with DraftKings in a Super Bowl promotion.
These partnerships have several potential benefits. First, they spread the cost of very expensive Super Bowl ads across two or more firms. Second, they help some older brands tap into younger audiences by teaming up with brands that have more Gen Y and Gen Z fans. Third, they help these ads stand out among a sea of the usual Super Bowl ads that simply try to offer a quick laugh during the game.
By the way, you might be wondering whether Super Bowl ads truly generate a positive return on investment. Several years ago, scholars Wesley R. Hartmann and Daniel Klapper conducted a study showing that the ads do generate a positive return, unless a direct rival also runs an ad during the big game.
1 comment:
What a great post and entertaining too!
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