‘How brands extend the social reach of their Super Bowl ads’ – Internet Retailer
Zak Stambor says, “Advertisers are using social media and other ad formats to get more out of their expensive messages.
Laying out roughly $5 million for a 30-second ad during the Super Bowl is a significant expense for financial services firm SoFi. Not surprisingly, it wants that outlay to produce results, which is why the ad is one piece of a much larger $20 million brand awareness campaign that launched Jan. 18, says Meg Ciarallo, the company’s vice president of brand marketing.
The Super Bowl ad, which is called “Great, Not Great,” shows a variety of consumers who, depending on their fiscal situations, are deemed great enough to qualify for SoFi’s financial products, which are only available to a select group of consumers. The idea is to build up SoFi’s brand recognition and establish it as an aspirational brand”.
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