Soup-er Bowl #45


It is one of the biggest sports events in the world with over 150 million expected viewers in 2011: The Super Bowl. A giant American tradition since 1967 when the first Super Bowl was played. Which had only 50 million viewers at the time. Meanwhile you’d need the entire population of Germany and France watching the same event to cover the current audience. But just to get this huge number a little bit more tangible: I’d estimate that more than 98 percent of those viewers don’t understand anything about the rules. Which narrows the audience down to the inhabitants of Berlin let’s say. ‘Cause most of the viewers just stick in front of the screen waiting anxiously of the guy with the white shoes. What’s his name – “Waterboy“, right. And honestly: I’m one of them. Cause the entire scenery looks more like a movie set to me. As a European I’m still not sure if this bowl thing truly is sports since they use radios to refine the games strategy while playing. Or is that because all those Americans can’t remember the purpose of the game after the first 15 minutes and someone has to tell them what to do? Just a guess.

Anyway, this soup bowl event is an interesting thing nevertheless. And that’s because it comes with these commercial breaks. And that’s when the 150 million viewers are on the same page again. Why? Clear cut: Everybody knows naturally something about consumption. And that’s why every year the rate of a 30-second spot mounts up insanely. When the Super Bowl started in 1967 the average fee to air a commercial was $42K. This year its $3 million even. But remember – you’ll reach 150 consume professionals at once. That means we are talking about a $20 cost per mille, which is almost the same amount you’d pay for an average newsletter campaign. But this only as a side kick for all of you who need to convince a client to put on a spot for the Super Bowl rather than to blow off another email blast.

I think I’ll have to change my name now since I made it official and compared the holy Super Bowl with email marketing campaigns for soup suppliers. Don’t judge me Americans, I’m a poor German lost in the futuristic surrounding of the new world. Radios, tz, tz, tz.


Create the new NYC condom


“Mach’s mit!” sagen die Deutschen. “Get some!” die New Yorker. Gemeint ist dasselbe: Matratzensport mit Schienbeinschoner. Problem: Wie bringe ich die Regeln auf den Bolzplatz ohne gleich als lebendige Torwand zu enden?

Während die deutschen Werber nach den spannendsten Liebesorten fragen hat die New Yorker Kreativ-Elite zum Design-Wettbewerb aufgerufen. “Design the next NYC condom wrapper” heißt die Kampagne, die ihre Zielgruppe dazu aufruft eine speziell auf New York zugeschnittene Kondom-Verpackung zu entwerfen. Auf beiden Seiten des Atlantiks setzt man also ganz modern auf “user generated content.” Gute Nachrichten für die Gilde der deutschen Kastenbrillenträger. Wir sind dran an den Innovationspächtern aus Übersee.

Fast. Denn in einer Facette ist die NYC Kampagne dann doch durchdachter. Sowohl in den Fernsehspots als auch in der gesamten Printkommunikation sprechen die New Yorker ihre Zielgruppe sehr individuell an. So gibt es Motive für jeden unterschiedlichen Distrikt, damit wirklich niemand sagen kann er hätte sich nicht angesprochen gefühlt. Gut gemacht.

Na dann, let’s get some and then just do it – aber das war ja wieder was anderes.

Natürlich ist die Kampagne auch standesgemäß bei Facebook integriert. Click and enjoy.