We all know that the Super Bowl will be happening tomorrow – the Colts and Saints will be battling it out to determine who will be the Super Bowl champion for 2010. However, the Super Bowl also involves corporations and other businesses to advertise and create innovative, funny, and entertaining advertisements. Even though these are short advertisements, the cost of these advertisements are pretty costly, but they reach a huge audience. But – one trend that we are seeing this year is some of the biggest names that have participated in the Super Bowl are not advertising during the game. Instead, they are taking advantage of social media for their campaign implementation.
Pepsi is focusing on engaging and interacting with their customers and other key stakeholders beyond the Super Bowl with their campaign. What is changing for these corporations is the focus on the long-term in terms of establishing a relationship beyond just one event. These companies are also being proactive in supporting causes and issues that are reflective of their values and reputation that also give back to society. These corporate socially responsible practices are becoming more popular in public relations campaigns, and it is good for PR professionals to be aware of these trends. However, there are still large and recognizable brand that are still investing in advertisements during the Super Bowl like Pepsi’s competitors Coca-Cola and Dr. Pepper.
The question is – will donating and incorporating a cause into a PR and marketing campaign be as effective in the long run? Is this a great opportunity for them to separate themselves from their competitors, or is this a risk? We will have to wait and see – but it does appear that people today want to do business with corporations that they trust, respect, and feel invested in for not only in their business practices, but their contribution to the greater good.
Hope you all are having a great day. 🙂
Best Wishes,
Karen
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