5 Marketing Lessons We Learned from Super Bowl LI

It’s the biggest marketing night of the year, and it offers plenty of lessons about the current advertising climate...

Last night, the action on the field (from the halftime show to the nail-biting, record-making overtime) arguably overshadowed the ads on what is traditionally the biggest marketing night of the year. Once again, most brands released their commercials in advance of the big game—allowing them to rack up more views and engagements ahead of time, but taking away the element of surprise. But even without any ad shockers or clear brand winners, the controversies, compliments, and engagements that the 2017 Super Bowl marketing has stirred up offer plenty of lessons. Here are five we took away from game night:

1. These days, nearly every ad—and every brand—can be political.

We don’t have to tell anyone that viewers are currently in a mindset of political extremes—but we were reminded last night that today’s tense national climate means that every brand can make a political statement in marketing, sometimes unintentionally. The biggest trend in ads for Super Bowl LI was political messaging, sometimes from some unexpected places. For their first-ever Super Bowl ad, family-owned 84 Lumber told a story about immigration that was deemed too controversial by Fox. Viewers were instructed to go online to see the conclusion of the commercial featuring a mother and daughter journeying across Mexico to the border, and the brand’s site crashed thanks to the number who did just that. Messages of diversity and inclusion were common (see below), and even haircare brand It’s a 10 “trolled the President” with an ad telling viewers “America, we’re in for at least four years of awful hair.” It doesn’t matter how big or known you are, these days every brand can make a political statement. At…

 
 

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“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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