Super Bowl XLVII: Driving an Audience [Slideshow]

Jan. 31, 2013
At least six automakers are running ads Sunday, Feb. 3 during Super Bowl XLVII.

As the Baltimore Ravens and the San Francisco 49ers take to the field Sunday for Super Bowl XLVII, automakers will square off in a battle for brand dominance.

At least six automakers -- Chrysler, Ford (IW 500/6), Hyundai, Mercedes-Benz, Toyota (IW 1000/8) and Volkswagen (IW 1000/10) -- will have spots in the big game, trying to drive brand awareness and power sales.

Hyundai will be on offense, with five spots during the game, including four new commercials. Some of the commercials already available involve dog slobber (“Stuck”), a multi-yard near- touchdown run (“Excited”) and music by the Flaming Lips (“Epic PlayDate”).

Jackie Blackmore, a spokesperson for Hyundai, said participation in the Super Bowl is “essential to helping drive mass awareness for [its] products and brands.”   

This year marks Hyundai’s sixth consecutive year as a Super Bowl advertiser.   

Toyota, on the other hand, is using the Super Bowl as a chance to not only promote its brands but also as a way to further develop its relationship with fans on social media.   

To that end, Toyota embraced social media as a way to drive engagement prior to the big game. In January, the company launched a Get in the Game competition on Instagram and Twitter, encouraging fans to upload photos of themselves using the hashtag #wishgranted for a chance to have their photo appear in the company’s “Wish Granted” spot during the Super Bowl.     

“The Super Bowl has historically been one of the largest TV broadcasts, and we see it as an important advertising platform to share our story while engaging fans in a fun and lighthearted way,” said Jaymie Robinson, a PR Strategist for Toyota Brand and Marketing Communications.   

General Motors (IW 500/4) in May 2012 announced that the price tag for spots in Super Bowl XLVII was too high and said the company would not advertise during the game.    

The average cost for a 30-second game time spot is $3.8 million, according to AdAge. That’s about 8% more than in 2012 when GM ran two in-game spots, one pregame spot and two post game spots.   

This year, GM only will run ads for Chevrolet in pregame programming and will give a vehicle to the Super Bowl MVP, Cristi Vazquez of Chevrolet Communications said.

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