But is the return on investment worth the hefty cost?
For game day regulars like Coca-Cola, Volkswagen, Budweiser and Doritos, the cost might be a drop in the bucket. But for others, it could be too rich for a brand’s blood.
Brands such as Network Solutions.
Rather than pay the steep price, the brand took aim at industry rival Go Daddy in a different way.
It teamed with CRT/tanaka and went straight to YouTube. The PR and marketing agency played off of Go Daddy’s notoriously provocative Super Bowl spots featuring auto racer and reprising spokeswoman Danica Patrick. It parodied the work of Go Daddy by creating a YouTube-hosted “mockumentary” series developed around its sassy “original domain girl,” Go Granny.
Enlisting the help of Academy Award winner Cloris Leachman to play the lead role, as well as acclaimed BlogHer co-founder Lisa Stone, the women engaged the campaign’s targeted demographic of female small business owners.