![]() ![]() But earned media only works if the spot is incredibly clever, or controversial (which may not help you). Today, the ad also needs to work with your digital and social media strategies, plus any other traditional strategies, such as earned media. It has to fit with an overall, integrated communications strategy because the likelihood of an ad during the Big Game working by itself is pretty slim. See, deciding if you should do a Big Game ad is only relevant as part of a larger strategic discussion. “On what you’re trying to accomplish,” I usually respond. My answer to this question is similar to my answer anytime someone asks me whether or not a particular type of advertising or communication is effective - “It all depends.” (Maybe Depend adult diapers should consider advertising in the Big Game. ![]() And it only aired twice, with the only national airing during the Big Game.īack to the matter at hand. It’s also in the advertising Hall of Fame and Advertising Age lists it among the 50 greatest ads of all time (at least according to Wikipedia, which is sort of like the Donald Trump of encyclopedias - widely quoted, but not always accurate). By the way, that spot is still widely viewed as the greatest in Big Game history. ![]()
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