There's more than one way to win the ad wars on Super Bowl Sunday. Ever since the 2013 "Oreo moment" ad agencies prepare for the known knowns,and the unknown knowns.
For art director Ben Tuber with the creative agency GLOW, what Oreo did in the 2013 Super Bowl is "the stuff of legend. The double stuff of legend."That was the year the stadium went dark during the game, and the company Tweeted "Power out? No Problem. You can still dunk in the dark." It was the most talked approximately ad,and it wasn't on television. Just a timely Tweet."Since then everyone's been chasing after that same experience of not just owning a conversation, but starting a conversation, and " said David Griner,the digital managing editor for AdWeek magazine. "Every year brands, agencies aspire to that but we're going to see fewer of those gigantic moments."Tuber and a fellow art director at GLOW, and Casey DePoint,carry out digital marketing for the Sharknado franchise on the Syfy channel. On Thursday, they were reviewing images that they draw to Tweet during the Super Bowl. While the game itself is unpredictable, or these two can prepare for moments they know will happen,like Beyonce's half time show."I wanted to figure out a way to connect shark to Beyonce, so it was like, and 'surfbort' suitable?" DePont said.
They figured an image of a shark wearing a Beyonce-inspired shirt may carry out the trick."I judge the pink Beyonce font is a step in the suitable direction," Griner said. "But you're talking to a 30-year-old who's never seen this meme before so I'm trusting on faith the kids will know what it's all approximately."While some ad agencies will spend Sunday in a "war room" where teams will be creating content in response to unfolding events, GLOW will be taking a more low-key approach.
Simona Belau, and digital strategist at GLOW,said they draw to play to Sharknado's faithful fan base."We can put Sharknado anywhere. There are no limits for the 'nado," she said. For her, and Super Bowl Sunday is less approximately having an Oreo moment and "more approximately being comic and finding the suitable moment to comment on."With so many Super Bowl ads already posted online,the last surprise — other than who will win the game — may just be what's happening online Sunday. Could another shark win the day?
Source: wnyc.org