In a recent Brandweek article, Bob Parsons was quoted as saying that he won't promote his ad as aggressively before the game as he has in year's past. He says:
What we learned is that doesn’t really pay off because people are going to watch anyhow. So while that might work for other occasions, that doesn’t work for the Super Bowl.
Bob: The strategy of promoting early isn't wrong -- your execution last year was flawed!
Our analysis (to be published in the December Journal of Advertising Research) shows that advertisers who promote their ad aggressively before the game (whom we dubbed "Play Action Advertisers") got 10 times the coverage and consumer discussion as those who didn't.
We calculated that Doritos got a minimum of 40 million impressions even before the coin toss. That's almost half of the audience that the game gets. Stick that in your ROI calculator!
And those who showed their ad online before the game got 4 times the coverage of those who announced early, but did not show their ad. You can download an abstract of this (and some other analysis we did at our site (I just want you to register so I know you've got the facts to make the right decision this year!).
The lesson you should take away from last year is that you can't do the same thing two years in a row. It was boring and seemed a lot more contrived than the 2006 effort. (see my 2006 post in which I awarded you the "They Really Get It" Award). Scroll down to the bottom of this post to read my review of your brilliant strategy.
So promote your ad aggressively ahead of the game -- if your really have something new to say!
PS. I take back what I said about questioning your reason for being on the Super Bowl at all, both in last year's and my 2005 review (where I gave you the "Load up the Cannon with Gerbils" Award). I recently started a blog about my other obssession -- LED lighting -- at http://ledlightsathome.com . When I decided to do it, GoDaddy was top of mind and you got my $14 to register the domain (actually more like $80 because I also registered a few variations thereof).