From USA Today, September 8, 2013
Last Sunday, the halftime entertainment for Super Bowl XLVIII was announced. Set for February 2, 2012, Grammy winner Bruno Mars will be taking the stage in the open-air at the MetLife Stadium in East Rutherford, New Jersey.
Releasing this information so early has provided more hype; traditionally the halftime entertainment is announced later in the fall. Marketers are using the extra time to their benefit. “There’s more buzz around this Super Bowl than any Super Bowl ever,” states National Football League Commissioner Roger Goodell. With high attention and a lot of buzz from the public, Fox, the National Football League and halftime sponsor Pepsi are working together to promote themselves even more. “Time is always our friend. The more time we have, the more fun we can have,” says the chief marketing officer at Pepsi Beverages North America Simon Lowden.
The location of the MetLife venue is just around the corner from New York City where many of the nation’s top media and advertising agencies are located, and location will play a major part in this year’s Super Bowl. “The Super Bowl is the biggest U.S.-based sporting event and this year it’s going to be in the biggest media market. There will be twice as much build up,” says Robert Tuchman, the president of sports and entertainment marketing company Goviva.
With the early announcement of Bruno Mars as the halftime entertainment headline, advertisers are also introducing plans early. Both Hyundai and Dannon have announced last week that they will be participating in this year’s game. Others who have recently said they will be airing ads include General Motors, Intuit and of course, Anheuser-Busch. Many of these companies and more are taking advantage of the early excitement and the entire pre-game thrill.
Gibbs Haljun, the managing director of media investment at media agency MEC, notes that these and other companies who are opting in early are building brand awareness with consumers along with showing a brand that is dedicated to keeping its product in the spot light.