Luke Glockenberg
Omaha,
Omaha, Omaha! No I’m not talking about the city located in Nebraska. I’m
talking about Denver Broncos starting quarterback Peyton Manning’s famous
audible call. This season companies in Omaha, Nebraska have started to catch on
to using Manning’s audible call as an advertisement. During the playoffs Peyton
Manning has called the audible 75 times and in last weeks AFC championship game
the Omaha Chamber Commerce donated 800 dollars to Manning’s PeyBack Foundation
every time he shouted it out. During Super Bowl XLVIII the Omaha Chamber of
Commerce says they will donate 1,500 dollars to the PeyBack Foundation every
time Peyton says Omaha. Manning has basically advertised for his own
foundation.(Nesbitt) But in the future
will Peyton be asked to be an advertisement for other big Omaha companies by saying
his audible in games next season? (Nesbitt)
Nine of the ten NFL playoff games this season games averaged
over 30 million views this post season. The two conference championship games
both averaged over 50 million viewers. The conference championship games saw a
20 percent increase in viewers compared to the 2012-2013 post season. ( Adgate)
This is great for all types of companies trying to advertise in Super Bowl
XLVIII and especially good for Peyton Manning who could raise a lot of money
for his foundation on Sunday. The NFL was worried that due to the rise in
concussions and incident of bullying this season that there view’s would go
down during the post season. However this hasn’t been the case and advertisers
should be very happy because according to studies done by Nielsen Super Bowl
XLVIII is expected to break the television viewership record. (Adgate) Plus
Peyton Manning is one of the NFL’s most recognizable personalities off the
field endorsing products from automobiles to quick service restaurants. Peyton
Manning is just great for advertising whether it is for himself or for
companies in the city of Omaha, Nebraska. No wonder why the Greater Omaha
Chamber is supporting Manning. The chamber even released a YouTube on Friday
referring to Manning’s now famous audible call and offering some love to Denver
as well. A message at the end of the video reads: “Best of luck, Denver. XOXO
Your neighbor, Omaha. (Nguyen) This just goes to show how crazy advertising in
the NFL in general this one word that Peyton Manning has been saying could be a
future of advertisements for not only him but also the Denver football
organization.
This
week Peyton Manning told USA Today sports that, “Omaha has kind of taken on a
life of its own.” The big question that has been chuckled around is whether or
not Manning would actually consider an endorsement deal with Omaha Steaks?
Another big question was if the NFL would allow him to continue his famous Omaha
calls during games if he did indeed sign a contract with Omaha Steaks. The beef
company who is headquartered in Nebraska City told USA Today Sports that it
wants to talk to Manning about a possible deal after the Super. Senior vice
president Todd Simon said that he already has a slogan in mind: “Real Manning’s
eat beef.” NFL Spokesman Brian McCarthy said that, “We would have to address
the matter if a player called out a brand name.” (Schrotenboer) Although
nothing is set in stone it is interesting to see Omaha Steaks wanting to meet
with Manning after the Super Bowl. They seem to have there pitch all picked
out. All this is still coming from the famous audible call Omaha.
Everyone
remembers the famous black out during last years Super Bowl. Rumors flooded social
networks as to what it actually was. One company took to Twitter to use the
black out as an advertising strategy. That company was Oreo which tweeted, “you
can still dunk in the dark.” Thanks to them and that famous tweet more
marketers will be huddled up in what is called Super Bowl war rooms. People
watching the Grammys last week later found out about Arby’s fast food tweeting
at Pharrell Williams saying, “can we have our hat back.” This will also add
extra pressure to the Super Bowl War rooms who will be taking to social media
during the game to try and tweet out marketing strategies that will get them
attention instantly. One agency in particular that will be focusing on the game
is the City of Omaha’s toursim team. They will aim to create buzz whenever
Peyton Manning yells his Omaha pre-snap count throughout Super Bowl XLVIII.
(Heine)
It
will be very interesting to see what big advertisements there are at Super Bowl
XLVIII. Peyton Manning might be surrounded with the most attention. Who knew
one word could draw this much attention to one person and especially one game.
I am sure social media will be blowing up about a lot of things but especially
Peyton Manning’s audible call Omaha. Whether its raising money for his
foundation, getting the attention of Omaha Nebraska, looking at future
endorsements with a beef company, or winning the Super Bowl this advertisement
that wont be shown in a commercial will definitely be remembered.
Works Cited
1. Nesbitt, Andy. N.p.. Web. 1 Feb 2014.
<http://msn.foxsports.com/buzzer/story/peyton-manning-1500-for-saying-omaha-in-super-bowl-xlviii-012914>.
2. Adgate, Brad. N.p.. Web. 2 Feb 2014.
<http://www.forbes.com/sites/bradadgate/2014/01/28/advertisers-rejoice-super-bowl-expected-to-break-viewership-record/>.
3. Nguyen, Joe. N.p., n. d. 2 Feb 2014.
<http://blogs.denverpost.com/broncos/2014/01/17/peyton-mannings-omaha-referenced-in-greater-omaha-chamber-video/25299/>.
4. Schrotenboer, Brent. N.p.. Web. 2 Feb 2014.
<http://www.usatoday.com/story/sports/nfl/super/2014/01/28/peyton-manning-super-bowl-omaha-steaks-denver-broncos/4973539/>.
5. Heine, Christopher. N.p.. Web. 2 Feb 2014.
<http://www.adweek.com/news/technology/thanks-oreo-more-marketers-will-be-huddled-super-bowl-war-rooms-155375>.
6. . GreaterOmahaCommerce. Web. 2 Feb 2014.
<http://www.youtube.com/watch?v=v_l3Tzt0OVA>.
Nielsen stated it correctly in “Advertising & Audience,” “Money…it influences just about all of our decisions, from the products we purchase every day to when the bills are paid. In a landscape where technology offers a myriad of viewing options, from traditional TV to the latest wireless devices, earning power also affects when we view, how much we view, and even what else we’re doing when viewing” (Nielsen). Two teams will take to the field, tonight, on February 2, 2014. However, what is more important: The actual game of football or how many people will be tuning into the game? Everything revolving television has been focused on one aspect: money. It has become a race to air something that will garner the most controversial views. Additionally, mass media events, such as the Super Bowl, are an advertisers dream. Can a tradition sports game not be watched without ads inundating your television? Advertisements, money, and viewership have become the foundation for all aspects of television.
ReplyDeleteThe Peyton Manning Omaha situation shows how advertising takes over a sport. It isn’t about the game that he is playing; it is about the words he is saying. So much attention has been put on the fact that Manning has been saying “Omaha.” Money has been donated every time he has said this word. It makes me wonder why the emphasis is no longer on the game of football. Why can’t a sport be enjoyed without money ruining all of its aspects? The players are used for advertisements purposes. They don’t mind because of the paychecks they receive in return. This doesn’t necessarily refer to Manning, because of the donations that the Chamber of Congress is donating. However, it does show the money that goes into one game of Football.
There are two different types of viewers. There is a tradition viewer who is watching the game for their love of football. As stated in “Advertisers Rejoice! Super Bowl XLVIII Expect to Break TV Viewership Record,” “Both teams come into the Super Bowl with identical records of 15 wins and three losses and were seeded first in their respective conferences. This is only the second time in the past twenty years that teams with the best record in their conferences are facing each other in the Super Bowl” (Adgate). This should be a good game because the skills of the teams.
The second viewer is the Ad-watcher. Whether it’s a company waiting to see if their advertisement will be one of the best, or someone who doesn’t enjoy football watching solely for the advertisements. It is clearly more than just a football game. It is a top-earning event. These ads cost “$4 million per 30 second ad for the big game” (Adgate). Marketers are not stupid. They know how many people will be tuning into the game tonight. According to the same article, “This week Super Bowl XLVIII should exceed the audience delivery of the record 111.3 million views who tuned in to Super Bowl XLVI of 2012” (Adgate). Millions of people will be seeing the advertisements. The Super Bowl has become known for these ads. I can’t decide if this is a good or bad thing. Football isn’t just a sport. It’s a money making machine that might not be able to be stopped.
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ReplyDeletePart 2
ReplyDeleteFurthermore, it will be interesting to see the takeover on Twitter during the Super Bowl. As Luke stated, last year when the Black Out occurred, there was a surge on twitter. It became a place for companies to advertise. In the article “Twitter and Nielsen pair up to publish new social TV ratings,” the author wrote “The new ratings, to be launched next fall, arrive at a moment when media and advertising industry executives say they are observing a shift in TV viewing habits that include the rise of second screen use” (Shih). A lot of people will be live tweeting the Super Bowl. As seen with an event such as the Grammy’s, it is a way for viewers to have their own opinions. It is no longer just watching one show. Everyone has another “screen” with him or her. Whether it is a laptop, a tablet, or a smart phone, most people will be on a second screen tonight during the Super Bowl. Will advertisers take advantage of the Twitter feeds and post slogans/advertisements there?
Works Cited
Adgate, Brad. "Advertisers Rejoice! Super Bowl XLVIII Expected To Break TV Viewership Record." Forbes. Forbes Magazine, 28 Jan. 2014. Web. 02 Feb. 2014.
"Advertising and Audiences: The State of the Media." Nielsen. Nielsen Reports, 28 Jan. 2014. Web. 02 Feb. 2014.
Shih, Gerry. "Twitter and Nielsen Pair up to Publish New Social TV Ratings." Reuters. Thomson Reuters, 17 Dec. 2012. Web. 02 Feb. 2014.
Luke,
ReplyDeleteInteresting post! Let me begin by admitting that I know very little about football, Peyton Manning, and Super Bowl history; but without fail every year I sit down and watch the Super Bowl. I confess that I am mostly in it for the junk food and the commercials. To be honest, the only time I intentionally pay attention to advertisements is during the Super Bowl. Any other time of the year, I find advertisements to be nuisances in my life. I fast forward through advertisements; or browse the internet, check my Instagram, Twitter, or Facebook during commercial breaks. However, during the Super Bowl some of the most memorable ads are shown. Budweiser’s Clydesdales commercial last year is one example. According to “Best of 2013: What Creativity Considered the Best Work of 2013 in the Video and TV Categories,” this commercial placed in eighth place in the best and most recognized ads of the year 2013. The Clydesdale commercial resonated so well with consumers that a sequel was produced for Super Bowl 2014; the preview of this advertisement brought me and many of my friends to tears. Creating an emotional response is one of the most effective ways to achieve a successful advertising campaign. According to NIELSEN TOPS OF 2013: ADVERTISING, “Marketers can achieve [memorability] through any combination of: telling a story that viewers can relate to; creating a connection through humor or emotion; or incorporating attention-grabbing sights and sounds.”
One reason that I found your blog post so interesting was your focus on Super Bowl advertising and the potential of advertising connected to Peyton Manning’s audible call, “Omaha.” I find it interesting that companies wish to use Manning’s “Omaha” call despite the fact that no one truly knows why Manning makes this call or what it means. How is it possible to brand a company with a word that has no true meaning? Of course, for die hard football fans (especially Denver fans), this is a brilliant marketing strategy as it incorporates an incredible amount of wit and memorability for NFL fans. Also, the Omaha call does make a lot of sense to brand Ohama Steaks.
(Part 2)
ReplyDeleteAnother part of your post which I found interesting is when you discussed “Super Bowl War rooms.” I think this is a brilliant idea on the part of advertisers. The year 2013, has provided further validation of the importance of social media and the ability that social media has to spread ideas like wild fire across the Internet. One example of this can be found in the Justine Sacco case. As many are aware Sacco tweeted, "Going to Africa. Hope I don't get Aids. Just kidding. I'm white!" Within a matter of hours, Sacco lost the respect of millions of people around the world as people angrily tweeted at her, about her, or hash-tagged “#HasJustineLandedYet.” Justine Sacco lost her job. Her tweet and the public reaction to it became a global phenomenon within a matter of hours. Another example of a successful use of Twitter can be found in a tweet by Nabisco for Oreo (which you referenced in your post). Oreo took the cake (or cookie?) with the Super Bowl tweet last year, “You can still dunk in the dark.” As the article "Best of 2013 - Interactive & Integrated Ads" points out, “In a year where marketers continued to brandish new technology just for the sake of it, Creativity celebrate the best interactive work of 2013, which managed to leverage technology to make brands useful and meaningful players in consumers' lives, or to engage them more deeply with a brand's promise.” We have become a generation that thrives on integration! As I mentioned earlier, I often surf the web or check social media during commercial breaks. It is genius to include Twitter as an advertising platform and live-tweet events as this technology will still reach those of us who try to check out.
I look forward to seeing what this year’s Super Bowl has in store for advertising and to know what our class thinks about these advertisements!
Work Cited:
"Best of 2013: Film/TV Ads." Creativity.com 23 Dec. 2013. Web.
"Best of 2013 - Interactive & Integrated Ads." Creativity.com 23 Dec. 2013. Web.
"Nielsen Tops of 2013: Advertising." Nielsen.com 18 Dec. 2013. Web.
Blog post #1 2 readings and 500-600 words
ReplyDeleteMSS495
Luke,
First, I want to start off by telling you that I have not heard anything about this famous Omaha audible call by Payton Manning. I am a sports person, very much so but I am not that into twitter, facebook or any other types of social media. I feel that this is part of my problem! This could be a downfall as I should be a bit more into it, being a Communications media studies major. I also feel that it has been a strong trend of news being posted on both of these sites and many other sites about this ‘Omaha” audible call especially through out the New England area because Payton defeating the Patriots.(sore subject..sorry) I cannot believe that all these donations are coming from this one calling by one particular person and how all these other random companies/ organizations are falling into the trend of OMAHA calling. Payton manning himself is a very know person and star athlete let alone just saying a few words can bring this much attention to the world of non social media users and random companies from different states or general subjective categories. Nebraska being a neighbor state of Colorado having nothing to do with the broncos and now all on board and supporting them with YouTube advertisements and much more. (Watched from Luke’s post)
To touch a little bit about the super bowl war rooms, I find this very interesting as well. I also have never looked into something this far being an advertising feature.
When I watch the super bowl I still do not go onto twitter or facebook for updates. I feel that from the article SOCIAL LEARNING BLOG, about millennials in the workplace it does not fully match myself. There are many stats and ratings about how people in my time are all about social media. For example, the site says that being active on facebook can greatly increase your ditial reach. I don’t have a facebook so not sure if this is once again a good or bad thing now a days. Like Jenna had said in her post, she is one to go on her phone to check up with social media during shows or even better the super bowl to see what everyone has to say especially about the half time show! I am exact opposite and use that time to either do homework or get up off the couch and do something around the house. That being said I found myself very intrigued with the article MYTHS ABOUT MLLENNIALS. Everyone states all the negatives on how we are so rude and into our phones and such but it really is just becoming many different outtakes and success such as advertising like Luke has given us examples like the Oreo tweet.
It was very clever of Oreo to tweet this but I am sure that people that are not millennials don’t completely understand the full effect of social media and how it is taking part in our everyday life’s besides distraction and lazy aspects of young adults. It is just unbelievable to think about how much money Manning can raise by saying a few of the same words and continue on by repeating them. The money behind it is just outrageous as well and all for a great cause. The super bowl in general is a HUGE advertising venue and for something this simple to be so powerful and it gives me the chills for what the future of advertising has coming with social media.
"Social Learning Blog." Social Learning Blog. Millennials in the Workplace, n.d. Web. .
Marston, Cam. "Myths About Millennials: Understand the Myths to Retain Millennials." About.com. Accessed Feb. 2, 2014. Web.
The Super Bowl has been the most watched television show in the United States for the past four years (Adgate). This statistic proves that the game is the perfect time to air new commercials and advertisements. It is no surprise that advertisers will pay approximately $4 million for 30 seconds of airtime during the game due to the large number of viewers. But is a 30-second time slot really that valuable and effective? “Only 70 percent of brands will even be remembered by viewers after the game and the numbers get worse from there” (Kay).
ReplyDeleteMy friends and I all watched the Super Bowl yesterday, and while I was mainly interested in the commercials, I can barely think of an advertisement that really stood out. Instead, my friends and I were more focused on Twitter, and the different social media strategies. J.C. Penney got a lot of attention for sending out tweets filled with typos, blaming mittens for the mistakes. The company stated that this was a stunt to promote the “Go USA” mittens that J.C. Penney is selling, but I am not sure if the point got across (Ranasinghe). Nevertheless, J.C. Penney was talked about all over social media. Coors Light and Snickers both chimed in with great responses to this interesting use of a marketing strategy. One of my friends did not think this strategy was smart, and she felt that the company could lose loyal customers. Either way, the company name was all over Twitter, and I am sure that the account gained some followers.
Personally, I felt the most effective marketing strategy of the night was Esurance, and the Twitter sweepstakes. All through the night, people were tweeting #EsuranceSave30 for a chance to win $1.5 million (PR Newswire). Esurance purchased the first commercial after the Super Bowl, and saved $1.5 million (PR Newswire). I think that was a smart move, and the commercial will probably receive more attention, and be remembered more, by viewers.
Now that Twitter has paired up with Nielsen ratings, it will be interesting to see how the ratings during the Super Bowl match with what was being discussed on Twitter. “The new ratings will measure the number of people discussing a show on Twitter, as well as those who are exposed to the chatter, to provide the ‘precise size of the audience and effect of social TV to TV programming’” (Shih). This idea will show more than just ratings, but who is actively watching the show, how effective certain strategies are, and will gain an overall better idea of the types of people who watch television while using social media.
Adgate, Brad. "Advertisers Rejoice! Super Bowl XLVIII Expected To Break TV Viewership Record." Forbes. 28 Jan 2014
Kay, Alex. “Super Bowl Ad Costs: Latest Info on Cost of 2014 Super Bowl Commercials.” Bleacher Report. 2 Feb 2014
Ranasinghe, Dhara. Ruggiero, Ryan. “JC Penney’s Super Bowl tweeting tactics.” CNBC. 2 Feb 2014
Shih,Gerry. “Twitter and Nielsen pair up to publish new ‘social TV’ ratings.” Reuters. 17 Dec 2012
“Esurance to Give Away 1.5 Million Dollars in First-of-Its-Kind Twitter Sweepstakes” PR Newswire. 2 Feb 2014
Jeanie Dunn
ReplyDeleteI am inclined to agree with what many of you have said regarding the Super Bowl advertisements. On any other occasion, I typically cannot stand commercials; every time I watch television I always wish I had the option to fast forward through all the ad nonsense. When it comes to the Super Bowl, however, this changes. There has always been a tremendous amount of hype concerning the quality of Super Bowl commercials in particular. Perhaps this is because of the whopping “$4 million per 30 second ad for the big game” (Adgate). I have always been excited to see the creative advertisements that companies like Budweiser are bound to produce for the most-watched night of American football. I even remember watching shows dedicated to re-running the best commercials of all time. It is even easier to find yourself focused on these commercials when your team has not made it to Super Bowl fame. Therefore, it is no surprise to me that advertisers would want to take advantage of this moment to push their product and make a lasting memory in the minds of the American people.
Forbes magazine reported that “the last four Super Bowls have been the four most watched television shows in the U.S.,” with hundreds of millions of viewers tuning in (Adgate). In today’s society, this mass amount of media attention extends far past discussions around the water cooler. When viewers see a commercial that stands out to them, they are more than likely going to turn to social media to share their opinion or hear what others have to say. As a result, advertisers not only target those watching the Super Bowl, but also anyone on the Internet and social media platforms who may have missed it. The opportunity to market your company’s product to that many Americans at once would be difficult to pass up.
I for one always remember a good Super Bowl commercial. Even a controversial ad, such as this years Coca Cola commercial featuring different ethnicities and languages, makes a lasting impression. Therefore, I definitely believe that companies could benefit from capitalizing on Peyton Manning’s signature “Omaha” call. After all, “enhancing the entertainment value of ads is a key way to boost memorability” (Nielson). As the starting quarterback of the Denver Broncos and a big name in football, Manning’s face and persona could definitely make an Ohama Steaks advertisement all the more memorable. I still remember when Gatorade used Peyton Manning in their 2005 commercial where a young boy receives a life-size Manning for his birthday. When the action toy stops working, the boy has to use Gatorade to hydrate him in order for him to play again. Using a memorable sports figure and creating a catchy song made this commercial stick in my head. Taking advantage of Manning’s famous audible call might therefore be a great marketing strategy for brands like Omaha Steaks.
"Advertisers Rejoice! Super Bowl Expected to Break TV Viewship Record." Forbes. 28 Jan. 2014. Web.
"Gatorade - Peyton Manning Action Toy." YouTube. YouTube, 19 July 2009. Web. 05 Feb. 2014. .
"Nielsen Tops of 2013: Advertising." Nielsen.com 18 Dec. 2013. Web.
Luke,
ReplyDeleteI thought that your article was very interesting because other than focusing most on Peyton Manning, it focused primarily on advertising. What is pretty eye opening to me personally is that 10 years ago, we watched football for the love of the game. We enjoyed it for its big hits, stunning catches, and amazing athletes doing what they do for the love of the game. Now, we actually have a stat for how many time Manning says "Omaha". This has gone to show how drastic the game of football has changed in recent years. We never used to think of football as a marketing powerhouse but with the recent changes in technology and how we see marketing purposes, football has now become a huge marketing tool. This years Super Bowl that was aired on FOX was averaging about $4 million for 30 seconds of air time which is an increase of about $1 million two years before. (Ad Age) With that being said, that precious 30 seconds could potentially be everlasting to a company. Stated by Nielson, “enhancing the entertainment value of ads is a key way to boost memorability” (Nielson) Another point that I liked that you brought up was the blackout that happened at the Super Bowl last year and the way that Oreo took advantage of it. Many may see this as a set up or unfair but I believe that somethings, like the blackout, happen unexpectedly but if as a company, you can take advantage of it, why not enhance the memorability of your franchise.