According to Time, the average cost of running a 30-second spot this coming Sunday is $4 million – up from $3.5 million last year. How do you maximize that type of investment? Kick the PR machine into overdrive in the week leading up to – and following – the big game.
The unsung heroes behind the success of Super Bowl advertising – at least in recent years – are the PR teams that work to generate buzz, anticipation and excitement for the ads before they air. It wasn’t that long ago that we had to wait to be surprised during commercial breaks on the big day. Now, particularly with the dollars at stake – and also in the age of social media, where buzz needs to be seeded a bit – success requires a full-on assault of all marketing disciplines. [Read more...]