Every year millions of people tune into the Superbowl. Some watch it for the love of the game, others (like me) watch it just to see the commercials. I think the Superbowl has created competition among big brand names over the years. Every year millions of people become critiques. Some may actually be qualified to test the overall effectiveness of the commercials and some may be simple lovers-of-advertising like me. But on this day, everybody has a thought to add.
Thus being said, here are my two (American) cents about my favourite commercial for the 2011 Superbowl.
I prefer commercials that touch my heart. This is exactly what this commercial did for me. I may not fit their target market but the commercial itself was powerful enough that I wanted to spread the word about it. It touched me on a human level about the struggles that the city of Detroit has been through. Despite these troubles and hard times they always had a heart of steel, it was delicate, useful while at the same time being tough and strong.
The city of Detroit is often forgotten because it has been destroyed on so many levels, but the commercial showed the viewers that so many wonderful things have come from the city of Detroit. This commercial not only tries and sells a Chrysler vehicle but it tries to sell the city. Maybe I’m biased to the commercial because Eminem is in it and I think he might be one of the sexiest men on earth. (Don’t judge me!) Even Eminem himself came from the city of Detroit and look at his stardom and his influence in the music industry.
Chrysler’s target for the 200 was to create a vehicle that screamed luxury but the key aspect would be it’s affordability. It wants to cater to the needs of those roughly in the ages of 25-35. I also feel like they are catering more to the male than female demographic.
On the Forrester Research they offer a Social Technographics tool.
I entered in: age range of 25-34, United States, male. These are the results I got.
The majority of their target market are Spectators. Spectators are categorized by the following characteristics:
- read blogs
- watch video from other users
- listen to podcasts
- read online forums
- read customer ratings/reviews
For Chrysler, the best way to tap into the thoughts of their target market for the Chrysler 200 is to watch what is being said about this vehicle online. They should be monitoring blogs, monitoring videos, monitors ratings and reviews. After gathering that information they can see what consumers are saying. If positive things are being said about this vehicle then they have a high chance of capturing the loyalty of this target market. They need to keep a constant eye open on what is being said about this vehicle.
I think the uniqueness, creativity, heart and soul that went into this commercial is a great first step. If this commercial generates great buzz, then word of mouth will spread. Once this spreads, they have a high chance of capturing the attention of the Spectators. The intention of this commercial was not to generate sales as quickly as possible. The return on investment Chrysler can get from this is by capturing the attention of millions. By creating positive buzz about this commercial they can inform their target audience about this new vehicle.
Spectators can be the most influenced by the words of others because they spend much of their time online reading rather than contributing. If Chrysler is able to monitor, listen, and watch for the things being said about this vehicle and the company overall then it can have a positive influence on its intended audience for the Chrysler 200.
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