If you’ve ever watched it, you know that the Super Bowl is sometimes super boring but the commercials are always great. As the biggest stage on American television, Super Bowl commercials give marketers the chance to reach millions with new and creative ways to communicate with customers. It’s also when some of the most famous and effective commercials ever made their debut, like Apple’s “1984” spot.
The price for thirty seconds of attention during the Super Bowl is in the millions of dollars and the commercials we see are often designed just for the occasion. Marketers from around the world pay careful attention to see what some of the biggest brands in the world have prepared for us.
That’s why I’ve put together a few of the most interesting commercials that have appeared this week in the context of how they can be adapted to newsletters. Yes, the Super Bowl definitely has something to contribute to email marketing!
AXE - Find Your Magic
Good brands tell stories. Great brands use stories from their consumers. In a spot by Axe, they lead us through the lives of men with different personalities but all connected by having a special “something”.
The clever thing here is that every guy watching this can identify with someone in the ad and feel a connection to the idea that Axe is promoting. You can do the same thing in your email marketing campaigns in two ways:
- use testimonials from your customers to help recipients make the right decision,
- tell the stories of your customers and how your products fits in.
Give your subscribers content that everyone can relate to. Did you know that over 90% of buyers online ask for the advice of others before making their purchases?
Audi R8 Big Game Commercial – Commander
Advertisements that stir positive emotions, especially longing and hope, usually connect and stay with viewers long after they are seen. Audi hit viewers right in the feels with a commercial that used David Bowie’s “Starman” a month after the legendary musician passed away.
It was bold enough to suggest that a car could transport an aging astronaut back to the glory days of his youth but the perfect song is what makes this spot truly epic.
We like to see the human side of our nature reflected in marketing materials through empathy, emotion and feelings. Video content is the best way to communicate the moments that last in our memories. Use videos in your newsletters to engage subscribers like only video can.
First Date – Hyundai Super Bowl Commercial
The “car finder” might just be the best thing to happen to concerned parents since the invention of the idea of being grounded. Mobile technology has begun to dominate our everyday lives and as an email marketer you should take note of this trend.
Today over 50% of marketing messages are opened on mobile devices. Using responsive templates is a must if you want to be sure that your messages display properly for everyone when opened.
Xifaxan Super Bowl 50 Commercial
Maybe you think that you’re not big enough to compete with the giants of your field. Well, you’re wrong. Sure, their budgets and resources are huge but creativity can level the field and help you get recognized.
Don’t make the mistake of thinking that there are some brands or products that just don’t work with creative, interesting content. If you think your brand is a tough sell, treat it like a challenge to come up with an idea that connects.
In the days since the Super Bowl, Xifaxan is probably the most talked about medicine for diarrhea (hey, somebody has to be, right?). Their commercial got such a great reaction from Twitter users that a new hashtag came out of it - #SuperBowel. When was the last time Twitter got excited about any medicine, especially one like Xifaxan?
The conclusion here is obvious - don’t take yourself too seriously and use a sense of humor to stand out.