Strategies for the Super Bowl of Advertising: An Analysis of How the Web is Integrated into Campaigns

초록

Advertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall strategy (transformational vs. informational), message strategy (what to say), and creative strategy (how to say it) of the 2003 Super Bowl ads and related Web sites. Television commercials used transformational strategies more than did Web sites. Message strategies were more consistent across media than were creative strategies. Thus, campaigns may be integrated in “what to say” even when the “how to say it” seems different. Some unexpected relationships were found between message and creative strategies but these findings highlight the need to tailor messages to technological capabilities of media.