How soon is now?

Culture in a 24 / 7 world

  • Author:
  • Published: Oct 20th, 2009
  • Category: Archives
  • Comments: 7

Football Tailgating As Consumer Insight

Tags: , ,

Sure, you can reach the common man by targeting him through his love of football. For instance, you can talk TV like Sears:

If you can see this, then you might need a Flash Player upgrade or you need to install Flash Player if it's missing. Get Flash Player from Adobe.
 

or beer like Coors Light:

If you can see this, then you might need a Flash Player upgrade or you need to install Flash Player if it's missing. Get Flash Player from Adobe.

But if you really want to hit home with your target, then you have to go someplace a little deeper. That’s right, I’m talking tailgating.  It seems there are a slew of ads out there that are using tailgating as the creative platform to reach men. Here’s a sample:

Bud Light has been running a “Tailgate Tested, Tailgate Approved” campaign this season. Pretty clever execution, though I previously called in to question the effectiveness of the communication.

Toyota has a “Great Moments in Tailgating History” campaign they are running on the NBC sports website.

Allstate (client) is using a character called Bergwood to support their college football sponsorship:

If you can see this, then you might need a Flash Player upgrade or you need to install Flash Player if it's missing. Get Flash Player from Adobe.

Here’s one for Kingsford charcoal from 2008

http://www.youtube.com/watch?v=-6oYeqGLTy8[/youtube]

I actually like all these spots, but at some point the tailgate platform will start to become cliche. It will be time to pull out a deeper consumer insight. That reminds me of the original MasterCard (client) Priceless ad from about 10 years ago:

If you can see this, then you might need a Flash Player upgrade or you need to install Flash Player if it's missing. Get Flash Player from Adobe.

That’s still a powerful commercial because it taps into a real insight that will still be true in 50 years.

Share

© 2009 How soon is now?. All Rights Reserved.

This blog is powered by Wordpress and Magatheme by Bryan Helmig.