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Sponsors for the 2017 Super Bowl Telecast on Fox Sports Network paid up to$5 millionfor a 30-second spot during network broadcast segments. For the second consecutive year, the only Chicagoland company to produce a national ad for the telecast was WeatherTech in southwest suburban Bolingbrook. WeatherTech manufactures custom floor mats for all types of passenger vehicles.
Another such spot was produced by General Motors, and featured NFL star quarterback Cam Newton’s popularity to help sell a Buick sports car and crossover vehicle. Model Miranda Kerr also had a cameo in the ad, which was clearly aimed at middle-aged men who are single or married.
Co-branding
The decision by Company A to reach-out and connect with Company B in order to seek help in selling a product or service produced by Company A is known as borrowing brand equity or co-branding.
For example, the HondaMotor Company contacted the MarshallAmplification Company several years ago to enter into a partnership in which Marshall would producestereo speakers for the Odyssey Minivan. The goal was for Honda to increase its minivan sales by capturing a larger percentage ofthe demographic segment which identifies with middle-aged, married men who may have been avid consumers of Marshall amplifiers or similar products during their adolescent years.
The final example of co-branding involved the mid-1980s partnership between up-and-coming rap entertainer Run DMC and slumping rock legend Aerosmith. In order to broaden its reach into the mainstream, Run DMC Producer Rick Rubin connected with Aerosmith producers to create a co-cover of the rockers’ 1975 hit Walk This Way.
The song and subsequent music video earned Run DMC the increased exposure it sought, as well as a lucrative sponsorship contract with athletic footwear maker Adidas. The notoriety helped Aerosmith experience an immediate rebirth, launchingnew album production and a flurry of live concert tours.
Problems & Solutions
In late January, students worked in pairs to simulate the challenges and demands that thousands of companies endure every day to sell products and services to broadcast, cable and satellite television viewers across the world. Student A would explain that he/shehada common consumer problem, such as dandruff, to Student B. Student B would then have 30 seconds – the length of most TV ads –to engage in a question/answer session that yieldeda known or common product or service thatwould provide a solution for Student A’s problem. Other problems included where to take a date and
what remedies would help calm anupset stomach.