# Marketing Lessons From Super Bowl LVIII ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=qqqNMQkyBcE - **Дата:** 14.02.2024 - **Длительность:** 1:05:26 - **Просмотры:** 9,740 ## Описание In today's video, I'm sharing with you all the February edition of Marketing For The Now. During this episode, Jim Stengel of The CMO Podcast and I Talk with top marketing leaders about this year's Super Bowl ads. You won't want to miss these marketers' insights and value. I hope you enjoy it! — Thanks for watching! Join My Discord!: http://www.garyvee.com/discord Check out another series on my channel: Gary Vaynerchuk Keynote Speeches: http://www.garyvee.com/keynotespeeches Gary Vaynerchuk's thoughts on NFTs, Web3, cryptocurrencies and more: http://www.garyvee.com/web3nfts Life, Business, and Career Advice l Gary Vaynerchuk Original Films: http://www.garyvee.com/gvoriginals How to Make Money at Garage Sales l TrashTalk: http://www.garyvee.com/trashtalks Inside the Life of a $300M+ Company's CEO l DailyVee: http://www.garyvee.com/dailyvees — Gary Vaynerchuk is a serial entrepreneur and serves as the Chairman of VaynerX, the CEO of VaynerMedia, and the Creator & CEO of VeeFriends. Gary is considered one of the leading global minds on what’s next in culture, relevance, and the internet. Known as “GaryVee,” he is described as one of the most forward thinkers in business – he acutely recognizes trends and patterns early to help others understand how these shifts impact markets and consumer behavior. Whether it’s emerging artists, esports, NFT investing, or digital communications, Gary understands how to bring brand relevance to the forefront. He is a prolific angel investor with early investments in companies such as Facebook, Twitter, Tumblr, Venmo, Snapchat, Coinbase and Uber. Gary is an entrepreneur at heart – he builds businesses. Today, he helps Fortune 1000 brands leverage consumer attention through his full-service advertising agency, VaynerMedia, which has offices in New York, Los Angeles, London, Mexico City, and Singapore. VaynerMedia is part of the VaynerX holding company, including Eva Nosidam Productions, Vayner3, Gallery Media Group, The Sasha Group, VaynerSpeakers, and VaynerCommerce. Gary is also the Co-Founder of VaynerSports, Resy, and Empathy Wines. Gary guided both Resy and Empathy to successful exits – which were sold respectively to American Express and Constellation Brands. He’s also a Board Member at Candy Digital, Co-Founder of VCR Group, Co-Founder of ArtOfficial, Co-Founder of VaynerWATT, and Creator & CEO of VeeFriends. In addition, Gary was recently named to the Fortune list of the Top 50 Influential people in the NFT industry. In addition to running multiple businesses, Gary documents his life daily as a CEO through his social media channels, which have more than 44 million followers and garnish over 173 million monthly impressions/views across all platforms. His podcast, “The GaryVee Audio Experience,” ranks among the top podcasts globally. He is a five-time New York Times Bestselling Author and one of the most highly sought-after public speakers. Gary serves on the board of MikMak, Bojangles Restaurants, and Pencils of Promise. He is also a longtime Well Member of Charity:Water. ## Содержание ### [0:00](https://www.youtube.com/watch?v=qqqNMQkyBcE) Segment 1 (00:00 - 05:00) I continue to believe that experiential is grossly underrated I think that Brands need to sample more Jim to be frank and definitely for consumables I think about the Super Bowl if you're nerds if you're greasus if you're Oreo if you're any of the brands that were also running Super Bowl spots to me next year in New Orleans do a heavy experiential and sampling campaign Wednesday Thursday Friday film it all day long and then have creative to support your spot in Social the day of the Super Bowl and even the 24 hours after I think it's a really interesting tie-in attention is the number one asset welcome welcome everybody to the Super Bowl Afterparty Super Bowl 58 this is our sixth Afterparty and I think we've done how many Gary how many Super Bowl spots have we done in the past six years 12 which is a great number because that is Joe Neo's number and that is the quarterback that brought the Jets their only Super Bowl victory oh my goodness all right well let's bring Gary Vayner tuck and where is Jim stangle from the CMO podcast hey everyone we're super fired up to have good morning good afternoon welcome to the party so many Cosmos and so many Brands to talk to us today about the Super Bowl let's Jim if you can take it away absolutely hey it's good to see everyone Welcome to our annual party we've done this in person in past years right Gary which is even more fun but with the snow in New York etc this is uh the better way to do it this year hey um it was an amazing game amazing experience Gary was there live I was not I was in Dallas with a bunch of my childhood friends having a reunion and going to basketball games and watching it on a big screen and enjoying lots of consumer products some are represented on this uh on the show so Gary you were there for the whole experience you your po down to San Diego you're back in New York now so tell us about this Super Bowl experience what was it like this year what was different from past years what was trending what should people on this call on this video on this in this party know about um so first of all hi everybody Happy New Year to those that I haven't seen yet this year uh please use the chat because I think it's really important that all of you get to know each other so everybody if you could please say where you are physically now where you work what you do I think it'd be nice for all of you to get to know each other more um uh you know Jim being on the ground I think the thing that I first noticed in comparison and I'll contextualize this for the group including things like the Ana or NBA allar game or can there was a happiness I was happy about like there was good Joy there was a lot of positivity which is interesting because of I'm being transparent I really kind of like spent the most part of Q3 Q4 2023 prepping for 2024 to be a contentious year with politics and all this and so that struck me very heavily um that there was just a lot of good vibes and Vegas is kind of like you know it's a ni it's a fun place at least for me in like your 20s but it's become a place that I really have no interest in going to um and I felt like it was an incredible host for Super Bowl logistically I think you're going to hear from a lot of friends Executives people that went to the game if you know people that are in event marketing or in sports I think they did such a good job that I'm predicting that Vegas may have the Super Bowl every third or fourth year in the coming years the logistics were outrageously strong it was so easy to get to everything I was very taken aback by that part and then I think from a business standpoint for everyone I think the big opportunity that I noticed and I saw some tiny Brands doing it and I'm sure other big Brands did it because it's a Serendipity of how I was moving around town all week I continue to believe that experiential is grossly underrated I know why it's underrated because I'm empathetic that none of you can get it measured properly in your organization it's hard to measure right um but the what do you mean when you say experiential why I mean sampling yeah like I think that Brands need to sample more Jim to be frank literally touch the product whether it's a consumable or even you know I'll use your old world whether it's a bag of detergent or even like something that people can't even use there a deodorant nobody's going to grab it and take it on the spots socially awkward but I think touching product is and definitely for consumables if I'm or I think about the Super Bowl if you're nerds if you're reesus if you're Oreo if you're any of the brands that were also running Super Bowl spots to me next year in New Orleans ### [5:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=300s) Segment 2 (05:00 - 10:00) Orleans do a heavy experiential and sampling campaign Wednesday Thursday Friday film it all day long and then have creative to support your spot in Social the day of the Super Bowl and even the 24 hours after I think it's a really interesting tie-in so I thought there was some interesting experiential little things from like startup direct to Consumer brands that caught my attention I think some of the big Brands out here could be doing it so happy logistically strong um I I was I was pleasantly excited about just the general temperament of human beings which is something I pay attention to a lot did you meet any new friend old friend who blew you away by what they were up to what you talked about that's a good question um I mean I'm a podcast host I ask good questions I there was a lot of that's fair uh and you have a great podcast Voice by the way thank you Gary well you made it happen but that's another story um Stacy and Michael from uh from the PepsiCo team I had a really productive lunch with them it was really good to see him Leslie from Verizon um yeah I mean I we saw a lot of people new friends um uh Randy Moss came to one of our events was fun for me like 18-y old me got nerded out on um yeah I mean I think you know that's always the reason anyone here should ever consider to go to these things is the Serendipity of the relationships you make the doubling oh yeah or the this new friend yeah well listen for everyone here's our game plan today we're going to have three round taes with about three CMOS in each round table each one was involved in the game had a spot had an experience Open Door had a really interesting approach this year Gary on experiential we'll talk about that later so we're GNA we're going to go 15 or 20 minutes with each group it's going to be great fun high energy I I'll try to navigate it I'll do my best Gary I want you to uh tell our listeners what you would think we should listen for in the next hour you know I think listen friends it's why I kind of went quickly on the last question I'm just trying to think about how do I bring the most value I really believe the most value in what we're about to do knowing all of you are busy please use the chat as your friend I'm literally as Jim just asked me type literally my screen now says a lot of and just because I was going to say a lot of you haven't said hello yet I mean look I'm all about some people are extroverted some people are introverted but if you can't communicate in chat on a live stream then we're really missing the Mark here so please be active like to Jim's Point some of the people in this room are your future Partners GNA hire you on a board one day like please this is for us and we've seen this Blossom with Andrea and Jim and now Avery joining us from a CMO capacity like we're very passionate about the karma and collateral goodness that a community can create so please don't be passive here at least in the chat and so as people are talking let's get the ju absolutely and also ask some questions if you want something you want bring something up we'll be watching it we can't get to all of them but give us some ideas for questions and we'll do our best to integrate it so let's go round T postp party number one come on bring them in all right we've got Brett super got Russell and we've got Corey well hello good to see your faces thank you for kicking off Round Table number one we have for our listeners we have Brett O'Brien C at Fredo Le Dena and Rita my wife's watching it at breakfast this morning laughing watching it over and over again we have Russell wager the perfect 10 spot VP of marketing for K America emotional top 10 ad meter spot and we have Cory marchas stto CMO of Elf and key soul Care on the Super Bowl really fun spot judge Beauty again a top winter and AD meter so we've got some people who did some amazing work on Super Bowl Sunday and around that so listen I want us introduce yourself to our listeners by telling us which spot which experience which promo uh during Super Bowl weekend was your favorite and why and make it snappy we just want to get to know you that way so Brett why don't you start our man from Fredo Le yeah so uh hi and uh pumped to be a part of the conversation and thanks for having me joining um yeah my favorite moment of the Super Bowl to be honest was um was what totally unexpected we found out the night before we um to Gary's point we did a big activation uh right under the New York casino and um we had a Cheetos Chapel that was uh that was hosted by cheetah and two of our employees called us and said hey we're engaged and ### [10:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=600s) Segment 3 (10:00 - 15:00) would' love to get married could we actually do it and so we held a wedding at the Chester Che chapel and uh it was literally like everybody was cry was there wasn't a dry eye in the place it was awesome and um yeah that was pretty it was just emotional putting people together in a forum that we didn't anticipate and it was uh it was pretty magical so love that part if I may Brett any a lot of bner employees on here anyone who in the future wants a support an activation with such an aggressive life decision it's an immediate promotion just need you to know that that's right like hell yes we're getting married let's do this is awesome I was reading a story in ad AG this morning about what drives great results creative Effectiveness it's creativity combined with empathy G Talks so you nailed it there creativity and empathy baby there was a lot of empathy it was awesome it was really so Cory how do you follow that so your favorite ad experience promo wedding whatever you might in the Super Bowl weekend I so I have never actually been to the Super Bowl physically before Jim so it was a pretty extraordinary moment for me and I had the childlike wonderment of a kid running around a candy store and my favorite part was the communal aspect of it and I think that's the beauty of what the NFL brings period it is one of the only moments where people have a communal viewing experience whether at home or at the big game itself and whether it was going to the incredible party that uh vay or media threw and getting together with friends and talking about the you know energy and excitement and emotion that we all had or I really loved the moment at the NFL tailgate with Tik Tock we Gwen Stefani sorry but she is still a badass it was just an extraordinary moment and the energy of the game it was just very fulfilling very Soul lifting and you left there feeling like Gary to your point experiential bringing humans together is everything yeah to that point Corey this is the last year we're doing this on Zoom Jim yeah will have to fly from Texas it is what it is like we're just gonna have to it is what it is in person yeah I love it so hey quick favorite ad that wasn't yours quick one word Corey sorry quick what favorite ad during the Super Bowl that was not yours I'm gonna have to go with Duncan I duning okay I was just blown away by the creativity and the humor and the emotional truth Brett how about you I should have asked that your favorite one that wasn't yours yeah so you should know this about me is I'm from Boston so you could probably assume I know you love call out the Yankees on national TV I'm good all right Russell over to you Kia very sentimental very emotional spot what was your favorite Super Bowl ad promo experience so I'm not going to be a homie and talk about mine right now we can talk about that a little bit later um and I'm gonna make it a clean sweep uh the Duncan I'm from the Northeast um when you get those amount of celebrities together um and it felt real it felt like they were all living their real personalities you got to love Matt JLo for what she did um you pay attention to it I'm not saying it because it was one of two that was in front of us in the ad meter um it was just a good uh relative uh communication that engaged everybody it was a little humor and uh I think everyone's going to remember who did it yeah that's right that's a key one right with all that stuff all that humor the celebs the brand was at the center that Jim if I may I'm gonna go with door Dash yeah and the reason I'm saying that is I uh I love by the way I like the Dunkin Donuts Commercial a lot other than Duncan does make me think about the Patriots and I hate them with all my heart but I think that I do think that we continue as an industry think about things like ad meter which is you know H has its just like everything in our industry has its strengths and weaknesses for measuring truth what is truth is first-party data and what door Dash is waking up with today is a ton of new customers in perpetuity and so I obviously an app is different than a cpg car I everyone plays different but I will say thinking back to Denny's a decade ago even more I think now with that Facebook coupon thinking back to coinbase and the bouncing Q code I really do think if I may for this illustrious group as we head into 2025 my team knows I'm thrilled with our ice Spice commercial and we did conquesting and I think we're excited about the story thing but the team knows you know like I still have feelings that we continue to miss the mark and miss the opportunity for more business Ori oriented moments I was ### [15:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=900s) Segment 4 (15:00 - 20:00) talking to I'll give you a for instance if I was selling something that was1 to $120 retail as a brand since it was Super Bowl 58 if you run a clever commercial that says we're g to sell this for $58 for the rest of the Super Bowl until it hits 0000 Z and here's where you go I think we're similar to how like streaming overtook television and cable similar to how Kim Kardashian is famous more so than Jennifer Aniston similar to influencers are more famous than most people like As the World Turns I do expect in the next 10 super bowls for us to see 20 30 40% of the ads to have a clever call to action I think we put creativity and humor on such a pedestal because we're a creative industry that we leave business too much off the table and there's real business to be done and that's why I think door Dash wins in a real way more so than people realize this morning yeah I'm with you Hey listen uh back to our three brands who advertised in the game I'd like you to each briefly tell a bit of a story or a lesson or a special happening in the process of deciding to be in the big game creating executing evaluating it as Gary's talking about tying it to your business is there something that you've learned that would be helpful for our listeners in marketing in general and marketing obviously in the biggest day of marketing at least in the US maybe in the world so why don't we start BR back to you one quick story lesson learning you know I think for us so it's um we're not newbies to the Super Bowl this is our literally our 24th year uh running Doritos uh creative on Super Bowl and so it it's always tricky to say well what what's different this year what's impactful this year what do you want to what are consumers what's the truth that we want to talk about with our brand that makes a lot of sense and I think you know one of the great things that we heard that we saw on the Super Bowl this year is there's this great mix of emotion but there's a great mix of fun and so how do you what what's going to work well for your brand and how do you bring it to life and for us um it was a no-brainer what we were going to talk about we just launched this new innovation we knew that um we really wanted to tell people about Dam but um but we wanted to do it in a way that reflected like how people felt about this product it was this amazing hard to get but like I can't get enough of type of experience and so you know a lot of the process came down to immediately understanding yes we want to be a part of it because to be honest Super Bowl for us is it seems weird but it's like super bowl is our Super Bowl which sounds so ridiculous but we start from January 1 to Super Bowl with our entire field system gets so excited and we get in store we're putting up merchandise and we're getting we're stacking chips up as high as we can and it's like this momentum of just this Spirit of like yes like Super Bowl's here and so we want to pay that off with a lot of fun but also just a true product truth and having a great experience around what Doritos offers for us you know talking about something new was really special what's also really cool about Dena MAA is Dena and MAA have known each other for about 35 years they came up and acting together we didn't know it we found them we cast them separately and they happen to be really good friends and um they were all over the place in Vegas and it was such a blast to see them come to life so yeah we had a lot of fun with the ad which I think is super important but also understanding the full scale of what it does for our system uh is also incredibly important for us yeah it was also beautifully crafted that ad it's a beautiful piece of work Russell Kia W lesson learning story had the philosophy of first decision why do you want to be in the Super Bowl why does a brand and and we have three thoughts one is you're launching a new product right what bigger way of doing that second you're telling something about your brand or third you're telling what your brand stands for and for Kia this year we did one and two so obviously we told them all about the new ev9 three row SUV but you we're not going to sell 100,000 of those things it's not a lot of volume that doesn't make sense but more importantly our message was to try to tell people we are committed to the electrified space in the auto industry all you hear right now is how electrified is slowing down Forge closing plants they're not going to meet their goals there's only one thing called Tesla we have an internal Mantra the Mantra is hey when you're considering a Tesla most I mean an electrified vehicle you're thinking I'm going to look at a Tesla and we want to be the next word after and so this is a way of showing that we are committed to the electrified space we saw um not only to our sites um you know obviously people come to our sites and every site on the brand after but the shopping ### [20:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=1200s) Segment 5 (20:00 - 25:00) sites you know the kbbs the Edmonds all those they saw shopping far exceed any of the other Auto Brands and quite honestly any of our past records so it becomes a gnb brainer when you have that messages one of those three and this year we had those one and two wow well you have my son who is married lives in Detroit is they're having their second baby he's looking at the ev9 he Blown Away by it so you did your job there's a conquest of one he's driving a Toyota now so anyway we'll see where he comes out so Corey bring us home elf judge Beauty First of all Corey has the most beautiful background paint with an elf football so good so bring us home with your learning your lesson your story I first I just have to say my two new favorite words are electrified space so thank you very much Russell because I love being in electrified space and I love bringing the electricity myself so I would boil it down to three letters a c audience before content and last year was our first foray at the Super Bowl and there was a very important reason we were there and it's because women were being underserved 115 million people are there of which nearly 50% were women so if we do some real girl math here it's almost 55 million viewers yet less than 1% of the ads were Beauty so we felt we had an important move that we needed to make to bust the walls bust the ceiling and say hey the Super Bowl is not for men for every eye lip and face and we are here to serve our audience who is not being served and we tested that hypothesis last year by bringing Jennifer kulage who is a representation of wide uh range of audiences she was equally popular with jenzi as she was with older demographics and the reaction was wildly positive and our audience wanted us to be there they wanted to see beauty Brands and products that were meaningful to them that were sitting it out for a multitude of reasons so that gave us the energy to come back a second time and the most important thing this time was us bringing universal truth that were culturally relevant and emotionally resonant for them the first thing is they absolutely love our halo glow liquid filter the second thing is they're obsessed with courtroom drama obsessed and the third thing that was really critical for us is this conversation that is happening around overpaying for beauty that is a real conversation people are having arguments with each other wait why do I have to pay $40 bucks if eles giving me a better quality for 14 so we took what is a universal truth for our brand we are here to make the best of beauty accessible and we brought it together with culture entertainment and the center of the zeit guys conversation and we put it on the biggest stage where the most women are actually attending so it is really important for us to make sure that our brand is bringing forward a platform and a stage for our audience yeah we'll give you the last word on that we're going to have to move hey J Jim go ahead please one comment on I 100% agree with Corey you one of the biggest things she just said was the audience the most nerve-racking thing that I think any of us on this call have to deal with is how are you going to make an advertisement and add a message that's going to resonate with over a 100 million people right any of us are really good at okay let me identify the 20 million people and this thing the 15 over here how do you make some message that is going to resonate she did a great job Judge Judy it's in the culture as she said um and it's the biggest thing that we fret over is like are people are we going to tune out half the people when we do our messaging and you just talked about you know a message of one I think everyone relates to father grandfather daughter relationships whether you have one whether you know one so I think that's one of the biggest scariest things that we have to do yes yeah audience first hey we could go all day with this these three thank you thank you we're going to bring in our next panel Round Table number two three more advertisers Gary a quick comment on what we just heard as we bring in the next group I like what core said I like you know we live for audience I think audience is um a slang term thrown around in Corporate America I think that we really as an industry are not consumer Centric enough um I think we're boardroom Centric I think were reports Centric and so I think it's the most ### [25:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=1500s) Segment 6 (25:00 - 30:00) important thing I've heard in this chat so far I would just ask everybody to like how much more can we actually do right because I think we do things for the system for our retailers for our you know for our uh our resellers the car industry tier two tier three there's so much that we do things for that aren't the actual consumer um this is why we built a creative and media company that's based on social first because it's closest to the consumer and whoever's wins and I think in general if we can live what Corey said for everyone here getting closer to the day-to-day marketing that is social because it's funny what Brett said like it's funny I think of Super Bowl as the end of the year I think what we as a creative agency have been winning because we're doing marketing all year and come September October November we're extracting the consumer insights from the social work because we're marketing to so many different consumer segment and then that becomes the brief for our creative not the other way around and so I just think that line by Cory about you know audience I think that and I also think we talk too much about potential reach versus actualized reach yeah why I love Super Bowl that 130 which I actually on the record believe is under measured actually has reach versus the Grammys or the Oscars or a lot of social a lot of digital email Billboards those are all potential reach metrics that we're spending against so I would just say more more common sense more more more audience all right round table number two we have three guests here all advertised in the Super Bowl and all had really funny funny spots so I want to welcome Gabrielle Wesley with Mars Wrigley of course Eminem's one of my favorite brands for so many years I'm a huge brand fan I have it on my desk right now we have Adam cornblum with seravee which the spot sort of broke the internet so I can't wait to hear about that and then we have Andrea zareski previous guest on the CMO podcast good to see you again with Morgan Stanley and E Trade of course the pickle babies so welcome to the round table let's start let's introduce yourself by what your favorite ad promo experience was during the big experience the big game Gabrielle let's start with you at Mars Wrigley yeah hi Jim great to be here today and good to see you Gary I actually agree with you my favorite ad was uh door dash for the exact same reason that you talked about um there was a lot of fun in that ad but also a real drive and call to action for the business and uh we all know how important first party data is I'm sure that door Dash left um the Super Bowl with quite a few customers it did so Adam you're almost 25 five years with L'Oreal you know Beauty you did something that bucked a lot of beauty trends but before we get to that what's what was your favorite ad promo experience yeah so I'm gonna just take a different approach for the sake of it um so I think uh for me I appreciated what Verizon did because I walked away knowing what the message was I got it um and then when I look at like to what Gary was saying the actualized reach and the actualized Buzz for it to go from TV to Social and have that much Buzz so quick um and actually translate as one of the most engaged with Brands you know for me that that measures something so totally agree Andrea bring us home Gary thanks for having me um I'm gonna shine a light on a first timer which is Etsy I think they did such a fantastic job with this truth which is that feeling you get when someone gives you a gift and you have to reciprocate the commercial starts off with oh crap RP as they see the Statue of Liberty coming into the port I thought that was hysterical and the way they lit up this new gift mode feature which the commercial was all about they hired Drew Barrymore as their Chief gifting officer I thought that was brilliant she's so Etsy and so on brand so I thought that was a fabulous debut super well let's get into what your work you all did amazing work uh for the big game and I'd like you just as we did the first round table because I think it's uh it's so rich with learning give you sort of an open platform to talk about again some story some learning some experience that you learn from in doing this work that our audience our listeners could learn from so Andrea let's start with you with the pickle babies this is now what how many years have you done this we have done 20 Super Bowl ads this was the 11th appearance of the eade baby third in a row so you know a big Legacy of Super Bowl advertising and I think What er trade has done well over the years to stay true to its brand to its purpose and its brand it's a reverent it calls out ### [30:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=1800s) Segment 7 (30:00 - 35:00) truths the baby is Iconic in terms of really a spokes person and what we did this year is we really tried to amplify a full course strategy before the game during the game and after the game we um to Gary's Point did something a little experiential we sponsored pickle slam which is was a great event the Sunday when there was no game between the playoffs and the Super Bowl Stephie graph Andre agasse John mackenro Maria Shar Hova playing pick a ball Stars each trade was all over it and then what we're really excited about that we're doing after the game again Gary's point about performance how do you do brand and performance is we know that record numbers of people had a wager over the weekend and we're betting 68 million people probably uh had a bet over the weekend something like $48 billion dollar we know that people need to think about their money after the game so we have launched money Monday and we started advertising it right after our spot aired and we drove everyone to ER trade to take part of an we had a big event yesterday um we have tools in education and we hope we have a special offer limited time offer to open an account so we're really looking to be more commercial um with this year's event that's a beautiful example of experiential and extending the impact of this amazing weekend yeah Gabrielle my fa one of my favorite Brands M& M's they almost Champions work this year so maybe tell us about the Insight behind that and what you learned to bringing that to life yeah absolutely I think one of the things that we can all understand is being um you know lot everybody from an Insight perspective wants the root for the underdog but we all have been in situations where we didn't quite um make it to that Championship stage I'll tell you I say this all the time I grew up in Chicago I'm a Bears fan um so I know the pain of uh you know wanting to to really be on that Championship stage we are located in New Jersey you guys all know the uh letdown that the Jets had this year and you know you can name a ton of teams that you know wanted to be uh playing um on last Sunday um so they're more almost Champions then um there are people who actually get that super bowl ring so understanding um that Insight you know M& M's is a brand whose purpose is creating a uh environment where everyone believes that they belong and so uh this year we really wanted to highlight those folks that um worked really hard um are very well known uh but just never received that Super Bowl ring so that we honored them um with an almost champion ring made out of the delicious signature peanut butter from uh peanut butter M& M's will you continue that idea as we go forward absolutely um you know this is really the launch uh and and kickoff uh to an entire year of um new product Innovation we've got peanut butter M& M's in Minis and in mega form uh coming out this year so providing a a year long and hopefully a generation of comfort um you know so it's it was really fun you know we don't take ourselves too seriously you know um as it relates to that you have to laugh before you cry um when you're an almost Champion you know how passionate uh sports fans are but it was just something we can all understand and have' all been through I thought it was a good night for cpg by the way consumer goods a lot of creativity call to action differentiation true to the brand uh so and you know that's a on a good note I'll turn to Adam you know and your work with sahie which uh is obviously see a trending brand a booming brand one of the hot brands of last year and you took that and you just did something that's brilliant and uh so I'd like you to everyone out there wants to unleash creativity and do something that uh just breaks the internet you did it you're doing it so tell us how that happened what we could learn from what you're doing yeah so I mean honestly it's I would say it starts with that RFP the brief I never like the Super Bowl spot the ad that was one element of the brief right my ask was I need to create an immersive storytelling world right um I want to tell it in phases kind of break the internet before the Super Bowl right so we can warm up the tires a little bit before we just hit the gas um and the Super Bowl ad for me I mean it's obviously costly but it's like it m it's a big one but I think for us each step of the way every touch point is just as important right so we ### [35:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=2100s) Segment 8 (35:00 - 40:00) told this Michael Cy story what we're seeing a lot in skincare for us is there's a lot of Brands copying like you know specifically caby with some of our codes right in our brand in our logo it says we're developer dermatologist all of a sudden you know medical skincare is super hot so everyone's apparently developed a dermatologist so for us it was like all right well let's put Michael Sarah in the front you know let him say that you know he just developed the brand and then let's like steal this brand back from the guy who's trying to steal it from us and create some like wild banter and like you know so phase one is this speculation phase this fake news and like we disclosed in all of these fake news posts that it was a it was an N but people love stories they like being part of a story they like being told a story so no one really cared some people actually just ignored it and was like I can't believe this guy some people called us stupid for not working with him I mean it was quite incredible um but the buzz was unbelievable like billions and billions of Impressions from PR to social you know on our website we had a popup saying like you know this guy you know we appreciate him he's a great actor but like we're develop a dermatologist not this guy you know just we just share a name um you know so every touch Point had a purpose and I think for us it was really like how do we tell a story and the Super Bowl it's an since it's an important moment which can end the story or you know kind of continue it but be our last phase of Storytelling so we go fake news the fight goes public the resolution um and that's where we are today in the resolution stage but the reality is the RFP and brief was not like I need a Super Bowl ad of course I put that in so the agencies were like yeah all right like we're all in you know but it was like I need a 360 idea I want a command center I want to be doing stuff in real time um so like give me a massive plan that tells a story and brings people along for the ride and builds on what we do every day we work with creators every day trying to do funky content different stuff with derms so how do we build on what we're good at and Michael Sarah people were saying that you know he developed his brand as a joke on Reddit and other channels so we do a lot of social listening search listening and it was like we just leaned into a conversation that people had and people enjoyed having and making fun with and you really just enjoying even that fake storytelling um so we lean into what people actually talk about versus just what we want to push go figure yeah hey uh you all you know the work that you did makes people uh laugh think they're proud they want to be involved in the brand could you speak a little bit about the role of the work that you all did for the Super Bowl with your culture in inside your company you know how do you leverage it that way how do you use because obviously every brand is only as good as the culture behind the brand so what do you do to leverage this creativity this work this exposure with your teams your people Andrea you're nodding and smiling I'll start with you absolutely that was so important this time to make sure we had a really um dedicated employee engagement aspect to our plan each's mission is to get off the bench and take charge of your financial life so with this money Monday concept the day after we had a whole employee plan where employees could take part of this event yesterday take some time to focus on their Financial Health look at their portfolio come up with something new you know we're one of only two Financial Services advertisers in the game usually we are and so we really have a nice role in owning that category and we felt you know just like wellness and every other aspect of Health Financial Health is as important so we engaged uh record numbers of employees yesterday and I think they feel a lot of Pride getting involved and being part of that E Trade brand and the one thing is we're also a sub brand within Morgan Stanley part of an acquisition a couple years ago so this is a real way for Morgan Stanley folks Legacy folks to feel the E Trade Vibe and get involved and be proud of it too Adam how about you with this amazing yes so what's interesting about the question is this the first time L'Oreal as a whole has done a Super Bowl ad and they're quite a large Advertiser so I think for me I had to tap into more of the cultural like entrepreneurial mindset of our super seniors um to get everybody excited about this um you know I think generally the question has been like s s's become a billionaire brand inside of L'Oreal how do we continue at this pace um so there was a lot of formulations of figuring out how to sell it in but I think for me it was selling it in then keeping this sold in at the rawest level um and tapping into different C like pieces of the company like the entrepreneurial aspect of at ### [40:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=2400s) Segment 9 (40:00 - 45:00) least the cvey brand and what we stood for that needed to really filter up to the top of L'Oreal and they went for it all in yeah I'll say hey Adam are you gonna update your LinkedIn photo I wasn't gonna go there I I really I really respect that question um and I swear before this I did reach out to somebody um you know I shaved my head like during covid and never went back so if you know if you got a person that's pretty legit are you in our aren't you in our building I we are in your building yeah yeah so why don't you come down we have plenty of photographers we will hook it up proper I'll ping you a very productive Round Table appreciate this is huge this is a big W Gabrielle would you like your hair done at Vayner x uh I'll pass but appreciate app appreciate the offer um I will say that um you know the consumer is always at the heart of everything that we do and so it was really important throughout our planning process that we started every conversation about almost Champions with almost an AA style um introduction from the team so hi I'm Gabrielle I'm a Bears fan hi Gabrielle tell us about your almost Champion story or tell me about um you know how you felt um you know um as it relates who your team is and a time where your team lost and you know it was the NFL is such an important partner for us in everything that we do that um you know we have our team logos and our um and that piece all within our teams and so keeping that at the heart the Insight of being an almost champion and how that feels and you know maybe how you felt ignored or you felt um alienated from that keeping that at the heart but keeping it fun is it was always a part of every conversation every before every meeting we had that conversation we had that tidbit so that we understood whether it's a social post that we gathered or we grab grabbed from um an um you know from our brand or from team it really embodied how people felt about being on the stage and not being able to get that super bowl ring or um be a be able to win trust me we had a lot we have a lot of lions fans uh at Mars that uh you know gave us some really great stories I hope you show up at March Madness this year for both the women and the men I think that would be awesome there are so many almost Champions absolutely just making there's so many people who want it to make it to the big dance or even be part of the 64 teams that aren't so it will definitely resonate throughout the year Gabrielle Adam Andrea thank you thank you for this wonderful discussion great lessons great to see you as we phase you out and bring Round Table number three and I want Gary once again to comment on what we just talked about it was rich uh Macy asked a great question to Adam I hope you can answer in the comments um that was a really good combo obviously and look I think again I touched on this and I think about these things as like Super Bowl but then also a lot of people here are friends and acquaintances and have become part of this community I think if you look at Adam's background when he was at ogleby and what he's doing now it's not confusing that he grew up in a social media lens and I think that that's where Ser really want look yeah I we are a social first creative AO not because of what I'm saying now we went into it and I think survey really did that this year and I think there's a lot to learn from it I really do and I think that everybody here um we launched a new product this year called Super Bowl surrounds out so that we could come in and do what we do well even if we didn't do the Super Bowl spot and we felt we priced it in a manner given how much people are spending on Super Bowl media 7 million we all know the talent the production the creative agency the director it gets expensive and so I was sitting there thinking about like why our stuff did well with Mr Peanut or Pepsi stuff in the past and I'm like man it is this surround sound it is the before and after within social and it's not matching luggage which I think a lot of people do it's what we saw Adam do which was it's creativity in a different way that's contextual to those platforms to create that OnePlus 1 equals 11 and so I think a lot of you are going to be doing another Super Bowl spot next year ### [45:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=2700s) Segment 10 (45:00 - 50:00) and whether you bring in someone that looks like us or us directly to do this round sound or if you can start challenging your creative agencies especially the classic TV ones to truly when they talk about it's Omni we're doing matching luggage we're doing banner ads and social that match the spot and that's not so I think the thing stood out for me was um out of that talk the Eminem stuff is I mean like kudos to them like that's iconic and always right but I do think it really caught my attention long before the game what serve was doing and I think a lot of people here have the potential to do that and now that everyone's sneaking out their spot before the game gym there's really like no downside to being very thoughtful for the three weeks leading up to the game and think about like the NFL playoffs you could tell incredible I mean there's a lot of creative people here knowing that the Super Bowl is attached to the NFL playoffs there's such a natural story to be told in four parts but again we got to get out of this matching luggage spot down and we need to get into spot surrounded by and I think surve I'm very jealous beautiful so proud of them and Adam and again I literally went to Adam's LinkedIn for the purpose of like this was too like and sure enough the social track at an agency I think this is the modern marketer if I yeah if I may and I think career path Talent building the right team lessons all around people and there's so much talent here for the people that didn't have the luxury or did have the luxury depending on how you want to look at it of growing up in this social media era I always get sad when people think it's too late oh I didn't I got trained classically in the Proctor Kellogg's way I'm like sure but like spend a year and get educated the best part of covid was things like this where we were able to talk to marketers who never even created a Tik Tok account and were like learning and Sarah Bay by the way a single influencer in Hawaii started the like let's get right yeah Adam let's talk real [ __ ] here a single human a boy in Hawaii I'm very aware because I watched this 247 a single boy in Hawai as an influencer in Tik Tok has incredible amounts of impact to where the brand is today and this is something that I just continue to believe that this room underestimates even the people that are most bought in me included by the way we underestimate the impact more product will be sold today because of social media than what was sold because of the Super Bowl and this is something people continue to underestimate my big takeaway is the true 360 nature of Super Bowl I think will start to the cats out of the bag and I think people will dissect survey very carefully and I think I'm happy about that because I think it'll get people into the right mindset Michelle I'm twisting an Oreo right now to decide who I go to first in the round table number three love that all right listen hey uh Welcome to our next our next group of guests we have real and this is an interesting panel to close on because I think it's three companies three brands who took different approaches in Super Bowl 2024 so we have David korns with open door which I think you did what has never been done before you sold a home during halftime so we're going to get to that in a minute we have Michelle danan VP of marketing Oreo mandes amazing Oreo's back every year Keeps Us laughing Keeps Us thinking and we have Alaska Airlines is this your first year with the Super Bowl Eric no we've done a few always local though you know local game yeah very good and you included your employees in the executions along with some great talent so I'm eager to talk all three of you but let's start by introducing yourself with what was your favorite ad promo experience from the weekend so Michelle let's start with you sure um firstly thanks for having me Jim um and Gary great to be here so um it's funny as we talk a lot about surround sound and we think about how do you juice the your presence in the big game for more than the 30 or 60 seconds that we buy and I think for me we've heard a lot about sery and I think they did an amazing job I also think Uber eats really did a great job in the amplification and the weeks leading up to the Super Bowl so for me if I think about um how authentically they did that jumping on the David and Victoria back a meme um which was just so self-deprecating and so laugh out loud funny I've got to um give them a ton of credit for that because I think they really built their coverage strong in The Upfront which is what most of us as um you know players in the big game look to do we look to amplify and make sure ### [50:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=3000s) Segment 11 (50:00 - 55:00) our brands are in the cultural conversation in the runup and I think they did a really nice job of that Eric Edge of Alaska Airlines stories about Nick and tan later but tell us what piece of work blew you away our buddies Nick and tan um I was a big Duncan fan but I know everyone said that um you know if you think about people walking away with something stuck in their head in One Singular message I thought State Farm crushed it uh you know very if you want everyone to associate neighbor with State Farm well they did the job and so um that really stood out to me have to shout out Dove and NFL I really think that while it wasn't the Pinnacle of creativity I do think taking airtime to land messaging around bullying with NFL um around um body confidence for youth with do you know you could say what you want about the creative but thank you for putting that forward so I did appreciate that as well David it's funny I my favorite spot this year is not one that I'd usually go for and it's actually very um kind of TV only which was Reese's caramel big cup which again is not to my usual taste work by Eric and colan uh and what I liked about is I think people watch the big game they're pretty distracted while they're doing it I would say like a 60 feels like a 30 feels like a 15 during the Super Bowl and I think they stood out one actually by not having celebrities um not having big CGI and just really leaning into to uh their comedy so it was a clear idea it was I mean it was ridiculous but it was like that was what was great about it made me love the Reese's brand and it made me want to try re Reese's big cup so that was it again not to my usual taste surprised it's my favorite but that was actually the one that stood out to me because it was so clean and crisp it kind of knew what it was doing and it did it well and the Insight is people love the basic product they don't want it to change so it's just beautiful Insight it's all about the product of it's beautifully done I agree with I agree with that David and you know what I really like that they did and then knowing that they might have confused America they like made sure they hit on that like did your regular thing change no I think they I agree with you I thought there was something very classic about it and simple and I think a lot of times people remember I mean the amount of people that going to say even with the Duncan which is so easy to associate with Boston I because I read the commentary the amount of people like the Ben Affleck ad was awesome right more right the Scarlett Johansson ad is awesome right like it is you can get very caught we did something with Scott's Miracle Grow and Nick you know this that was the John Travolta you know Martha Stewart ad not Scott like I think that there's something really important and David there in that ad for sure it's funny Gary because someone said to me who won the Super Bowl this year and I said I think it was the Celeb Talent agents that won the Super Bowl always you know it was and I think there CBS too overtime was good for CBS yeah it was very good but there's a lot one interesting thing realized too was um uh Ali kot and uh brand growth group called out the majority of the celebs are actually Gen X plus this year so it's actually an older generation of celebs too which is interesting probably because we all live in a very different media world so there's very few that all of America get but I think you know the the brands represented here today I think did um celeb well but I think it's you know that there becomes a risk over time of borrowed equity and how do you make that precious there time about you it's why I also really like the Google pixel ad because I still believe if you make people cry and emotional like I I'm really hoping in next five years that like was very solid but somebody's going to take the risk to truly make America cry and we've all seen videos that have done it they don't look like a commercial they look more like an actual piece of content but I think somebody's gonna go for it because I think it matters I missed like plus creativity yeah like an imported from Detroit or a halftime America this year like that was missing yeah hey for our round table I'd like you to all go around and talk about what your ambition was this year with your involvement with the Super Bowl because you have three different approaches here right so talk a bit about what your ambition was did you fulfill it how do you feel about it but did you learn as you did that so Eric let's start with you Alaska Airlines a regional player in this whole Super Bowl experience you're ly We Care a Lot you have some great talent you bring your employees into the execution so please go with your ambition and how you feel about ### [55:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=3300s) Segment 12 (55:00 - 60:00) delivering yeah I mean you said it airlines are a local game and so I think really engaging consumers in local markets is key we were launching we're launching a new campaign it was a pivot for the brand we've talked about care you mentioned tan we had tan France at the core of that for the past few years we had safety dance in the middle of covid which also ran during Super Bowl so we've had these moments of care um but what we wanted to land this time was just a differenti product that we have we wanted to lean into a product message and so what we're all talking about we actually stri back celebrity we didn't work with tan again we pulled the celebrity piece out and we focused wholly in on the product and so if you're in one of our key markets where we ran the ads you saw us with our core humor that we bring to the table you saw us talking about the product and the fact that we have the most leg room in our premium and first class cabins and we said let's do it let's go all back to Gary's point on Reach This is a moment of authentic reach I went into this saying this is not going to be the celebrity spot that gets top of AD meter and I was fully okay with that because I knew that we were going to launch a differentiated message in a way that was authentic to the brand and instead of turning away from it because we were nervous that it was a little bit not on that traditional Super Bowl track we said we're going to lean all into this and this is going to be the launch moment for our campaign beautiful love that by the way I apologize but Eric's pointed massive this goes back to my door Dash thing like I do think we all have to be a little bit careful to like do things for the award or the metric or the report like that was a business talk what Eric just did and that gets me fired up and I do think you can do both and I think we all know that but I do think subc I can speak because I've interviewed a million of them all the ecds and gcds and CDs and ccos every creative agency only wants the hype there's zero business DNA in that part of it that means everyone here needs to fight for that even more and I love also they took the care idea and you just stay with it yeah that's right you execute differently but you stay with the core idea of the brand so Michelle this isn't your first rodeo your first Super Bowl Oreo's been a player it's obviously an iconic brand talk about your ambition this year and how do you feel about it yeah I mean it's um I think when you bring a brand like Oreo to the big game um it's not about driving overall awareness right like this is a brand 98% awareness um incredibly iconic um so 110 years old and for us it was really about as we think about Oreo always wanting Oreo to be at the front and center of cultural conversation and in the cultural zist that was a big part of um our decision to come back to the big game so the consumer on Oreo is so ubiquitous spans so many age gemos as is the um the those that watch the big game on the other side so that was a perfect partnership for us I would say as we thought about it we really we're all about playfulness on Oreo and playfulness is at our heart so in our Adge you'll see a bit of playful provocative um uh playful we're being playfully provocative so just pushing the edge of playfulness given the um the game that we're in and um for us it was really about launching this new platform so this idea of twist on it so Twist on it we know for Oreo is a ritual with consumers they twist their Oreo before they eat it so it was a perfect communications platform for us to say okay we really believe in this to the conversation around distinctiveness it's the biggest mistake any marketer will make right you spend x Millions getting your ad in the big game but no one remembers it's for your r BR so being distinctive was so important and that's what we so loved around this idea of the Twist on it and Oreo being the decision maker so um we really leaned into that and then it was great to be able to tell the multiple stories of how Oreo has helped made decisions through the test of time but I would say it was always distinctively Oreo in its tone and how we were trying to show up a little bit more playfully provocative but most of all um we wanted to entertain and have people walk away with that was an Oreo ad after you twist do you take the cream off first and then eat the Chocolate Wafers or you no all in or one and dunk baby that's the way it goes in my house okay I'm an old school I take the cream off before I eat the Chocolate Wafers that it goes back to when I was like three years old so anyway I love that their ritual is so embedded way you eat your Oreo so David Open Door uh you did I've been following this I think it's so clever it's so fun it's so on brand it's a demo uh tell us about ### [1:00:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=3600s) Segment 13 (60:00 - 65:00) your whole approach this year what your ambition was and how you feel about delivering it yeah I mean part of our marketing strategy is kind of how do we hack into culture we're unlike some of the other brands represented today you know we're still on the path of building aided awareness for open door and building it into uh an iconic brand um so really we started you know the right place to start which is you know what's the idea and Mischief um brought us this great idea which was like our product is simple Sun fast we've digitized real estate so you know regardless of what's Happening uh it doesn't matter if the house is a mess if ush is playing in the back room you can sell your home to Open Door in less time than it takes for a half time of a game and that's really where it started so we were like okay well let's walk the walk let's do it for real so knowing we bought regionally we bought um in Atlanta so we ran in Atlanta which is the hardest Market to sell your home in right now so it's very strategic why we um bought regionally there and then knowing the prehype of the Super Bowl game we have teasers running on air talking about this halftime showing to kind of build PR interest and got a huge amount of free PR Impressions because not only were we talking about you know the speed and the ease of the product but the fact that we were willing to um put our money where our mouth is and do this for real I think um you know uh you know got us a lot of uh attention so there was the buildup and then the on the um actual night if you're watching at Atlanta we cut kind of live to a real person on their real phone in their real house where they talk to they're about to do this virtual tour and potentially sell their home to Open Door during the halime show you could go to open door. com and we streamed our virtual assessment live um and uh you know I think did it in uh less than nine minutes and then when you got to Q3 cut back live to the real customers's phone their real house outside their real house where they announc like that's it we're done we're selling our house to Open Door um so it was really designed to like kind of hijack and hack the pre hype ahead of Super Bowl knowing that we wouldn't have National coverage um o on the day but um it was a great experience and a and a well first we sold someone sold us house that was a brilliant concept brilliant idea hey we're getting close to signing off this has been marvelous all around from the vayer team is there are there any questions that have been coming in the chat any themes anything you want us to address before we sign off our last round table I'll let the team jump in because I'm running late for something unfortunately I just want to say thank you to everybody for your time Jim always a pleasure uh and wish everybody a happy and healthy year thank you Gary for everything love you go ahead team Avery Andrea anyone any questions that we should bring to the group any themes you think are worthy of discussing I think there's been a really healthy chat so thanks everybody for leaning in I think the remarks about staying pure to the business um you know I think it's one of those things that it's politically um to make you know all parties happen happy um there seems like there's a lot of um interest there and I think the metrics how do we how do we make sure that we're looking at the impact um overall um let's see I think yeah there I think there's a lot of the things we brought up and Gary brought up um because we were all leaning into the chat big so really appreciate everybody staying a little bit over um and I think the idea of coming Together live and in person next year would be phenomenal we can still stream it out to everybody else and uh free head shots for all so many massive themes Jim thank you so much for bringing everybody together and moderating um you absolutely always crush this I feel like we could talk about the power of the female dollar we could talk about culture we could talk about celebrity we could talk about social versus kind of on air so we'll have to you know bake that out for next time around but just want to say huge thank you to our partners and these wonderful panelists for joining us um this has been fascinating hey one final thought for all of you when I was back at PNG many years ago and we had not advertised in the Super Bowl I used it as a contest so I would pay for the spot to the most creative team and it wasn't just that it was kind of a gimmick but it just made a statement that we're raising our bar we want all teams to stretch that we want to change the way we think about creativity and impact and Effectiveness so the question I asked one of the round taes about culture internal culture never forget the power of this to engage your employees and raise the bar for all of us on our potential to do amazing ### [1:05:00](https://www.youtube.com/watch?v=qqqNMQkyBcE&t=3900s) Segment 14 (65:00 - 65:00) work so anyway I think that's a wrap thank you everyone W glad you had a happy Super Bowl season see you in March Madness thanks --- *Источник: https://ekstraktznaniy.ru/video/16983*