A Super Bowl Strategy That Paid Off

Published on February 15, 2008  

In a post at MarketingProfs' Daily Fix, Steven Schreibman discusses Nationwide Insurance's controversial decision last year to leak its Super Bowl ad a week before the sporting event. Outside observers weren't the only skeptics. "There was even some debate among our own advertising team about whether this was 'spoiling the surprise' and watering down the ad's game-time impact," he says.

But his company's gambit paid off. The spot—starring Kevin Federline as a rap star wannabe who works at a fast food joint—garnered 600,000 hits at the company's Web site, and the majority of these were from first-time visitors. Further, Schreibman notes the unorthodox strategy didn't prevent the ad from winding up on several "best of" lists.

Other companies recognize the value in the Nationwide approach as can be seen by the companies that posted their Super Bowl ads on YouTube long before their scheduled airtime. Pepsi, for instance, offered up the differently EnAbled humor of Bob's House; Bridgestone, gave us a sneak peak of Richard Simmons as the target of a speeding automobile.

"This experience has made me a true believer in the power social media," says Schreibman. "In fact, the early buzz we built by making the ad available to social media outlets became a catalyst for overwhelming interest from traditional media." And that's our idea of Marketing Inspiration.

More Inspiration:
Ted Mininni: Just Say 'No' to Tobacco
Tangerine Toad: Branded at Birth
Ted Mininni: Coke Jumps into the Tea Business

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