Super Bowl Commercials – Behind the Scenes from Creation to Execution
One of the biggest nights for entertainment in America is just around the corner – Super Bowl Sunday. Millions of dollars and hundreds of thousands of effort-hours will go into preparation of a few short hours of sports, music, and advertisements. The highly anticipated aspect of the evening is of course, the game itself, but marketers and some of the more casual sports fans may find the commercials to be equally important. Because this is the one time of year that people actually WANT to watch the commercials. Because the audience is expected to exceed 110 million viewers. Because it’s the Super Bowl; it’s the biggest American sporting event of the year, and it’s only getting bigger. Understanding this, it’s common to wonder what, exactly, goes into a Super Bowl commercial?
For starters, it takes an army to create so many marketing-related pieces for this event; if we tried to cover everything here, it would take all day. From ideation, to initiation, creation, and finally production– all of these main phases of the content are executed efficiently and effectively with the help of marketing resource management tools and technology to facilitate the process. Let’s look at the four main marketing life-cycle stages of a Super Bowl commercial before it is viewed by the Super Bowl spectators.
Ideation is one of the most critical parts of the marketing cycle. This is the process through which the content of a marketing campaign is created. The success or failure of an advertisement rests on the shoulders of ideation, because without terrific content, an advertisement will flop. Once the next best idea has been brainstormed for a commercial, it moves onto the execution stage and project initiation.
Kicking off a project of this magnitude involves a well-constructed project plan and a team of individuals dedicated to the execution. This may include external agency help, production companies, and more. During this time, it is important to establish communication channels and workflow processes for all pieces of content creation. Workflow tools will help streamline your content creation process, by eliminating delays, redundancies, and improving process flow. The ability to monitor resources, send pieces to their appropriate reviewers for approval, and establish par values for specific deadlines, provides peace of mind to all involved parties.
Once ideation has been completed, a project has been initiated, and all workflows and communication channels have been established, it’s time to begin creating the advertising content. The content created from the filming and production relies on the collaboration and assistance of multiple individuals. Producers, editors, and the marketing team must all engage in executing the creation of the raw footage. This process can best be executed by utilizing software to capture the annotations, mark-ups, notes, and more on the commercial footage. Of course, there is no substitution for in person collaboration, but maximizing technology to facilitate the refining of the piece is always helpful.
Once the raw content has been created, the real power of marketing operations and marketing automation take place. Content is cut, edited, and sent off to approvals through the proper channels. The marketing team is just the first of many who review commercials and content. Through marketing resource management technology, a streamlined review and approval process takes place to get sign off from legal, compliance, and brand teams. Post-Production of a piece means distribution to social media channels and various outlets for audience consumption.
Overall, the lifecycle and stages that a commercial (or any other marketing material) go through involve an extremely detailed and thorough process. A commercial on the scale of the Super Bowl multiplies in magnitude and complexity. These types of marketing productions are made possible (and are much easier) when marketing operations is in play and streamlined workflow, financial management, and campaign management tools are invoked. Understanding the back-end process that guides and leads a piece from ideation to production is important. Maybe this Sunday while viewing some of the best marketing of the year, you will have a new appreciation of all that went into the full lifecycle of producing each 30-second commercial!
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