The formula in creating a Super Bowl Campaign should be adopted for every campaign. Treat the campaign like you have one shot to instill your brand — your offering into your target. Understand that no matter how well you can target media, your brand does not appeal to the majority of the audience. So, balance the commercial between brand and audience. Finally, make the commercial the front door to the campaign — to something bigger. A campaign people will talk about. A campaign people may be able to take part in (and I am not talking about User-Generated Content). Strive to make every campaign a Super Bowl Campaign.
A lot has been written about the recent Verizon and AT&T map ads. The Battle of the Maps began with commercials for Verizon’s 3G coverage. Basically, the commercial displays Verizon coverage maps has exponentially more 3G coverage across the nation than AT$T. AT&T recently sued Verizon (and lost). Then AT&T countered with Luke Wilson throwing postcards around an over-sized national map.
Let’s face it these advertising giants are not messing around. Per Ad Age, Verizon spends $3.7 to $3.1 million for AT&T (compare this to the soda giant, Coca-Cola which only spends $752 million)
Mega-budgets aside there is a beauty — a simplicity with the maps.