A Good Way to Waste $6.5M
A few weeks back, #PopChat on Twitter discussed the art of celebrities in advertising. I personally had not given the strategy much thought until I typed out my answer.
Brands are struggling to connect "promotors"to dollars (ROI) and big names have bigger perceived value to non-targeted audiences so they are perceived to be able to drive more awareness and growth. However, I believe Super Bowl ads are “flash” to true advertising prowess. What wins long-term is hot dogs made well.
“Hot dogs” is marketing strategy designed to add value, increase engagement, and develop brand affinity and trust.
It is amazing how many companies are willing to spend $6.5 million for an ad spot (viewed by 100+ million) but with no true CTA and follow on experience.
With the Super Bowl ad, you have the awareness with no way to cultivate it.
You can cultivate it by making good hot dogs through sharing great stories that engage and excite.