This year could be a first in Super Bowl advertising history. With the economy less than ideal for a company to shell out $3 million for a :30 spot, the Cesario Migliozzi (CM) agency pitched NBC on the concept of purchasing one of the network’s remaining spots and reselling the time to eight different marketers. CM has a deadline of January 5th for the eight advertisers to sign up and put up the $395,000 each to participate. This covers the $3 million media buy and also leaves $160,000 for CM’s creative costs.
What does $395,000 get these advertisers? Logos throughout the :30 spot, website recognition on a new website – superbowlglory.com – which would be active for 1 year, viral videos for each client are also planned for the site and the companies would be listed in press releases should the project move forward. Ideal partners would be national advertisers with strong brand recognition but without the deep pockets to support a Super Bowl ad on their own. The agency has already spoken to Virgin Mobile, Facebook, Smart Cars, Puma, Vespa and the Hard Rock Cafe.
Is CM’s idea going to work? We will have to wait for the Super Bowl to find out, but if you want to read more from the article, go to: http://www.adweek.com/aw/content_display/news/media/e3ie4767e187b7eb1849206008e884d56bd