With Super Bowl 2015 approaching, we investigate which advertising strategies worked best for movie studios last year

With Super Bowl 2015 approaching, we investigate which advertising strategies worked best for movie studios last year

With a U.S audience of up to 110 million, the Super Bowl is the key date in every movie marketing calendar. However a prime spot can cost up to $4 million, is paying big worth it? What strategies can studios employ to promote their films? We take a look at last year to find out.

Super Bowl week marketing

The weekly lead-up to game day is filled with teasers and official releases

Tie-in commercials
  • Muppets Most Wanted sucessfully debuted a tie-in commercial for the Toyota Highlander. This was the most engaging pre-game movie content, gaining nearly 7M views

Super Bowl Spot Teasers
  • Captain America: The Winter Soldier and The Amazing Spider-Man 2 released short teasers for their spots, generating nearly 3M views  and 1.5M views respectively (the second and third most watched pre-game movie content)
  • A "tune-in" message from Aaron Paul debuted for Need For Speed, receiving nearly 1M views

Placing the Spot online
  • Noah's spot ranked 4th-highest, receiving ~900k views before the game
  • Sony released Super Bowl spots for Monuments Men and Pompeii. The ads failed to air during the game and had less than 100k views on YouTube
  • Despite the NFL tie-in, Draft Day's spot gained less than 250k views
  • 3 Days to Kill's spot was barely noted with less than 100k views before kickoff

Saved some money — aired the spot before kickoff:
Airing your content before the game can have mixed results
  • Captain America: The Winter Solider aired its spot 18 minutes before the game producing a small spike in engagement. The spot directed users to Fox Sports which "exclusively" debuted the film's second trailer. It generated 2.5M views on gameday but only a small peak in Twitter discussion. One Direction's Louis Tomlinson tweeted about Captain America (see image below), generating far more awareness than the Super Bowl ad itself
  • Muppets Most Wanted's spot aired an hour before kickoff. It was the third most watched spot and the fifth most discussed moment on Twitter
  • Draft Day aired their ad 90 minutes before kickoff, resulting in the second worst social response (beaten only by 3 Days to Kill)

Spent big — aired during the game:
While you may feel the pinch financially, nothing creates social engagement like an in-game ad
  • Need for Speed was the first film spot during the game, airing 30 minutes after kickoff. It generated the third largest social response. The ad directed users to YouTube for an "extended look" trailer
  • The Amazing Spider-Man 2 spot took prime position an 1hr 15mins into the game. This produced the second largest social response
  • Transformers: Age of Extinction won the day. It was the most-mentioned trailer and had the 3rd largest reaction among all brands
Waited until the game was over
Social engagement diminishes after full-time with users changing the channel
  • 3 Days to Kill aired its spot  10mins after the game and produced the smallest social response of the movies analyzed

Tweets per minute

 

 

 

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