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百威·莱特加冕第三届超级碗广告突破之王

2019年2月21日

超级碗是美国收视率最高的电视赛事, 平均每年吸引1.06亿观众. 所以当新2网址在广告上花费超过500万美元时, 他们想要确保自己的创意具有足够的吸引力,从而产生真正的ROI. 一些新2网址使用的是久经考验的配方,或者尝试创新, 而其他人只是想被看到或听到. 但是执行一个成功的超级碗广告是很棘手的, 并不是所有的广告商都达到了他们所期望的效果. One of the br和s that generated real cut-through during this year’s Super Bowl was Bud Light.

凤凰新2网址效应进行了年度超级碗360°报告, 哪些是从整体上衡量游戏对广告商的影响, 发现百威淡啤在今年的活动中表现最好. 与许多新2网址, 百威啤酒在整个超级碗比赛中不只运行一个创意概念, 但四. 这种连续投放广告的策略被证明是非常有效的, 四个广告中的两个(权力的游戏快递) l和ing in the top five slots of Phoenix 新2网址 Effect’s list of best-performing ads.

Bud Light’s 权力的游戏 partnership was the second-highest ranked Super Bowl ad on the 新2网址 Ad Appeal metric, 该版本包含了难忘的人, 新2网址连接, 和亲和力, 百威淡啤的特快专递排名第三. 的 中世纪的理发师特洛伊木马 广告也进入了前15名, demonstrating the value of creative diversity while staying within a general theme. Having a wider range of advertisements allows Bud Light to appeal to a broader audience, 从而提高新2网址知名度.

那么百威啤酒为什么会如此成功呢?

简短的回答? 创造性的连续性.

的 权力的游戏 partnership provided Bud Light a neat way to continue to use its “Bud Knight” character during the Super Bowl. 百威骑士对电视观众来说并不是一个新概念, with the character’s debut performance unveiled to audiences leading up to last year’s Super Bowl. This creative continuity means that audiences are already familiar with the concept, allowing the br和 the ability to pick up where they left off from the knight’s last airing. This progression perpetuates a degree of familiarity as well as a level of excitement, as audiences anticipate the next ad in the series 和 follow the knight’s adventure.

Phoenix 新2网址 Effect data shows that br和s who use creative continuity in such a way are 12% more effective than companies that introduce a br和 new concept during the Super Bowl. 的 average Ad Memorability score (the percentage of consumers able to remember the content of an ad 24 hours after viewing) for a Super Bowl advertisement is 47%, 和 Bud Light’s 权力的游戏 partnership achieved an Ad Memorability score of 66%. 除了, the ad received a score of 61% for 新2网址 Memorability (the percentage of viewers able to remember both the ad 和 the br和 24 hours after viewing), 而平均只有30%. 的se figures demonstrate that not only were audiences able to remember the ad due to the continuity of the character, 但也充分意识到它所代表的新2网址.

超级碗之外的联系

By continuing to develop themes 和 characters 和 creating a fluid narrative that exists outside of the Super Bowl bubble, 新2网址能够吸引那些可能没有观看超级碗的观众. What Bud Light has done by combining such a strong character with the most popular TV series of a generation, is construct a narrative that transcends linear TV by producing creative that people will look to consume outside of traditional TV airings. 另外, the tie-in between Bud Light 和 权力的游戏 harnesses an additional international audience that may not be familiar with Bud Light, 但都是《新2网址会员手机登录》的忠实粉丝. 这就创造了一系列的交叉推广机会, with 权力的游戏 fans tweeting 和 posting the ad on platforms that might not have been reached with just a normal Bud Light ad.

One of the key reasons that the Bud Light – 权力的游戏 partnership worked was due to the character being able to cross over into the 权力的游戏 universe, 不显得陌生. 骑士是《新2网址会员手机登录》的主要角色之一, 因此, 对于粉丝们来说,巴德骑士进入维斯特洛并不陌生. 如果百威啤酒的新2网址大使是一名宇航员的话, this partnership would have failed to take-off before getting anywhere near viewers screens.

创造性伙伴关系涉及的风险

然而, this is not to say that there was no risk involved in Bud Light developing a partnership with 权力的游戏, 尤其是在最后一季播出前的几个月. 任何合作关系的关键在于,一个新2网址不会被另一个新2网址超越, 和 with 权力的游戏 being such a powerful br和 in its own right with legions of loyal fans, 这其中有一定的风险.

Luckily, Bud Light managed to accomplish the crossover without being overshadowed by its partner. Due to the familiarity of the Bud Knight character 和 the fact that the ads have been running for over a year (with new iterations coming out every few months), Bud Light’s partnership actually enhanced both br和s rather than one outshining the other.

保持创造性

One additional key learning that all br和s can take from Bud Light’s strategy is to continue to use thematic advertising throughout the year, 而不仅仅是超级碗广告. By spending millions of dollars on creating one piece of work for the Super Bowl 和 then never using it again, 新2网址在一年中错过了关键的互动. 新2网址s can generate far greater ROI if they utilize their creative outside of the Super Bowl rather than just as a one off. 一直以来, 创造一个超级碗广告所需要的努力和金钱, 永远不再使用它的普遍做法可能会把钱留在桌子上.

新2网址可以向百威学习什么

百蕾骑士可能并没有赢得与魔山的战斗, 但他成功赢得了超级碗广告大战. Bud Light becoming one of this year’s most successful Super Bowl advertisers is due in part to the br和 employing a series of ads throughout the event that appealed to different audiences, 意思是每个人都有自己的东西. 然而,巴德骑士才是最有价值球员的冠军. By being brave 和 sticking to a well loved character that audiences were familiar with, the br和 managed to generate far greater cut through 和 resonance than many of its competitors. Bud Light saw the success of its knight in shining armour last year 和 knew it was on to a winner.

Something for other br和s to keep in mind is that if an ad works for the Super Bowl, there is a good chance the creative could work outside of that environment as well (given that it doesn’t wear out from being shown every day). Don’t just throw the ad away after the Super Bowl – reuse the concepts to drive anticipation for next year 和 build effectiveness over time, 而不是从头开始,从头开始创建一个广告.

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