Are you ready for some football ads?
Fall advertising campaigns are in full swing along with the new football season. As The New York Times reported, many new spots aired on NBC during the first regular NFL game last Thursday. And CBS is poised to follow suit with its first aired game this Thursday.
General Electric is one of many major companies capitalizing on the wide exposure of live programming. "For us, fall and football are huge, the biggest part of our year," Linda Boff, GE’s executive director for global brand marketing, told the Times. "There are few platforms that give you the lift, the attention and the marquee value."
The Lincoln Motor Company division of Ford has launched a high-profile campaign featuring Matthew McConaughey, in which the actor drives the 2015 Lincoln MKC while providing glib narration. The campaign will also have a social element, as McConaughey posts additional comments on Twitter.
Doritos by Frito-Lay is also joining the game with its Crash the Super Bowl contest, a competition challenging viewers to create two advertisements that will air during the championship game. Winners will snag cash prizes and a "dream job" with Universal Pictures.
Jeff Klein, Frito-Lay’s vice president for marketing, expects the Super Bowl spot to reach up to 100 million viewers—no small feat in a fragmented media landscape. “Doritos is a brand that’s marketed to young millennials, who are harder and harder to market to,” he told the times. “They don’t want to be marketed at—they want a dialogue.”
Other companies getting in on the football advertising action include GMC, Lowe’s, McDonald’s, Nationwide, Campbell’s Chunky Soup, Verizon, Visa, Aflac, Xbox, and Levi’s.