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This post is part of an ongoing series Countdown to Super Bowl: A Crash Course In Marketing Integration. This post marks “T minus 19 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.
Screen Proliferation
In a multi-screen world, the temptation to template and copy/paste should be avoided. Integration does not mean ”endless repetition” and cookie cutter won’t cut it, even if you don’t have much time. In today’s brandspace, repetition is more likely to generate noise than awareness. Instead, look at this as your opportunity to walk the consumer ‘down the aisle’ through purchase intent to conversion, and to value your effectiveness at doing so across media. Adding a mobile phone-based response element can be kept clean and simple rather than becoming a complex interface design exercise. Maybe you’ve got an existing web widget that can be reskinned or repurposed pronto for content distribution. Consider the power of the written word rather than undertaking an entire web site redesign. Since you needed all this stuff yesterday, turn to your most reliable solution providers and, yes, offer them at least a token bonus as incentive for quick turnaround. Remember the “fast, cheap, or good – pick any two” rule? Now is not the time to extract a pound of flesh from vendors.
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