How Brands Can Win the Super Bowl Without Breaking the Bank
You don't have to pay $4.5M to get attention
This year, more and more brands have realized that you don’t necessarily need to spend $4.5 million on Super Bowl ad time to get press coverage…you just have to produce some decent content and figure out unusual ways to promote it. It’s the new paid/earned media model.
The most prominent example so far would be The Verge, which managed to score a whole lot of attention for only $700. Here’s their ad, which went live and disappeared before our sister site Fishbowl NY got the site to admit that it was real:
First-ever Super Bowl spot by a “new media” company? That’s news, even if it’s only viewed live by a few dozen people in Montana.
The site’s PR team told us that “When it published, everyone assumed it was a national $4 million buy, and that idea really took on a life of its own.”
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