Archive for January, 2009
Miller High Life is approaching the Super Bowl in a unique way this year. Instead of committing $3 million for a 30-second spot, the beer company will be airing a one-second ad, known as a “blink,” for a fraction of the price. The commercial will feature actor Windell Middlebrooks who has been the spokesperson for the Miller High Life commercials since 2007.
To generate buzz about the ad, Miller High Life launched a website, http://www.1secondad.com/, where people can view the full 30-second commercial and a series of one-second ads. The site also features list of items that you could also get for $3 million, besides a 30-second Super Bowl ad. Items include 230 tons of smokehouse bacon, 79,000 porterhouse steaks and 15,000 sky dive jumps.
“Miller High Life is all about high quality and great value, so it wouldn’t make sense for this brand to pay $3 million for a 30-second ad. Just like our consumers, High Life strives to make smart choices. One second should be plenty of time to remind viewers that Miller High Life is common sense in a bottle,” Kevin Oglesby, Senior Brand Manager at Miller High Life.
Even though Miller High Life will be the only advertiser with the one-second spot, other advertisers share Mr. Oglesby sentiment. In years past, companies have aired ads that asked consumers to buy products at regular prices. This year however, advertisers will appeal to consumer’s wallets and funnybone. For example, wallet-friendly restaurant, Denny’s, will feature gangsters sitting around a booth having a serious conservation when a Denny’s waitress walks up starts spraying whip cream in smiley faces on their pancakes.
Whether an advertiser will be airing a one-second ad or a 30-second ad, the Super Bowl is one televised event where viewers actually watch the commercials. There has been so much buzz around this year’s ads, I’m more excited about the commercials than the game. Not only that, I’m interested to see what other people at my Super Bowl party will say about the one-second ad (if they even see it).
Harry Gold, online marketing expert and founder/CEO of Overdrive Interactive, will lead an In-House Agency Forum (IHAF) webcast entitled “Social Media is About Socializing!” on February 12 at 1:00 p.m. EST.
During this free one-hour event, sponsored by IHAF, a professional membership organization that supports the directors and managers of in-house marketing services agencies, Gold will share real case studies that:
- Define what Social Media Marketing is and how the Social Media landscape (MySpace, Facebook, Twitter, YouTube, Blogs, etc.) fits together.
- Demonstrate how to weave your content and brand into the social web to create lasting connections with “friends” and “fans.”
- Explain the importance of blog outreach and monitoring, and how bloggers draw content from the social web and user-generated content sites.
- How to add octane to your company’s Social Media Platform with hyper-targeted social media buying.
- How to measure social media success and report on meaningful metrics.
“A lot of marketers forget that Social Media Marketing is about socializing, not just advertising,” said Gold. “Companies must be willing to make lasting connections with consumers, join in their conversations, listen to what they have to say, and maintain those relationships. To be effective, a Social Media Marketing program must involve a genuine exchange between brand and consumer, as well as the methodology and technology to measure and interpret that exchange.”
The webcast will be broadcast on February 12 at 1:00 p.m. EST. Details and registration information can be found at http://www.ovrdrv.com/ihaf-webinar/.
Gold is the architect and conductor behind Overdrive’s ROI-driven programs, and is a frequent lecturer on search engine marketing, paid search management, social media marketing and online media for The American Marketing Association, The New England Direct Marketing Association, The Ad Club, UMass Boston, Harvard University and Boston University. He is also a recognized subject matter expert and columnist for ClickZ.
Gold started his online career in 1995 when he founded Interactive Promotions and has been at the forefront in developing successful online programs for various agencies and Fortune 500 companies ever since. He is now founder and CEO of Overdrive Interactive, the award-winning online marketing agency behind highly successful search engine marketing, online media and social media campaigns for clients as diverse as Harley-Davidson, John Hancock, The Princeton Review, LoJack and Dow Jones.
About Overdrive Interactive
Overdrive Interactive is a full-service online marketing agency based in Boston that helps clients grow their business with engaging and measurable online media, social media and search engine marketing campaigns and services. The agency specializes in creating genuine consumer connections that help companies build their brands, generate leads and drive revenue. Overdrive serves organizations that are seeking a high level of accountability from their marketing firms and advertising investments. For more information, please visit www.OverdriveInteractive.com.
About In-House Agency Forum
Launched in 2005, the In-House Agency Forum has attracted membership from a wide range of corporations and institutions recognizing the need for sharing and comparing information regarding the unique challenges and best practices associated with running an in-house agency. With now over 2,000 members including Bank of America, Blue Cross Blue Shield, BJ’s Wholesale Club, CVS, Disney, Fidelity Investments, FM Global, L.L. Bean, MFS, Putnam Investments and TJX, IHAF has become a leading professional organization in the industry. Please visit www.ihaf.org to learn more.