In USA when the Super Bowl is played there is a sort of “game within the game”: it is known as “Brand Battle”: the stake is the visibility during the most important event of the year.
Yesterday, one week after the final, the Los Angeles Times published all the numbers and the winners’ names of this “commercial challenge”, that for some time has been thrilling the American public opinion and the agents/brokers all over the world as much as the fantastic reception on the field. The stakes were 40 millions of viewers in America and an ads investment, valued by Joyce Julius Associates Inc, of 37 millions of dollars for what concerns product placement only, that is the datum most longed for. The winner was Gatorade, on the screen with its brand for 27 minutes. The American Research Institute has valued its visibility in 30 millions of dollars. A huge result obtained by Gatorade through the banner at the field’s border, the classic bottles on the table of the commentators before and after the match and above all by providing the players with something to drink during the breaks. But the real stroke of luck was when the Steelers celebrated the victory by watering their coach (in this case, Mike Tomlin) with the energetic drink.
The next challenge for the “image impact” will be on the red carpet in Los Angeles… I will keep you informed.
