This post is part of an ongoing series Countdown to Super Bowl: A Crash Course In Marketing Integration. This post marks “T minus 25 days and counting.”
The Premise:
Your boss proudly announces that a fantastic deal on a Super Bowl spot just opened up. Bottom line? You have just weeks to execute a massive integrated campaign. Read our ongoing series to ensure that, when this sort of mad, high-stakes scramble happens to you, you’ll be on your game.
Your Mission… Should You Decide To Accept It
Resist the urge to comment. Of course there were many previous discussions about a Super Bowl campaign and it was decided that because of the unique factors in 2009 (i.e. economy, restructuring, blah, blah, blah) there would be no campaign this year. But here you are… things change. Bottom line? You now have just xx days to execute an integrated campaign. While everyone else is scrambling to tweak the TV creative, how can you ensure that the campaign is properly integrated and executed?
No, this is not a drill. This sort of mad, high-stakes scramble actually happens in business all the time. And when it happens to you, you better be (pardon the pun) on your game.
Step One: Huddle with the creative team and determine what their BIG IDEA is for the brand. Is the creative approach rational and straight-forward as a sales driver, and/or evocative and emotional to drive brand favorability, creating a ‘halo’ for the brand? Sleep on it. There’s a lot of work to do in the morning.
…to be continued – next, Retail Integration… (What, are you crazy, with only three weeks?!)
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