Some Super Bowl ads will not show during the big game – Variety

Verizon has only 60 seconds to get his message across in an advertisement he plans to air in this weekend's Super Bowl. But if he needs more time, society has it. A 30-minute documentary based on the same creative concept will be broadcast elsewhere.

The telecommunications giant plans to highlight the efforts of rescuers, who often rely on his services to stay in touch. The campaign as a whole tells the true stories of 12 NFL players and Chargers coach Anthony Lynn, all of whom were saved from car accidents, natural disasters or house fires by first responders. But the company had so much material for its advertising that it decided to commission a documentary and hired director Peter Berg, known for films like "Friday Night Lights" and "Patriots Day" to offer more. The show will air at 9 pm. February 4 on CBS Sports Network.

When Berg met with Verizon's Marketing Manager, he was asked if he could tell the rescue stories without going beyond. Scotti told him, "I do not want to ruin that. I do not want it to be forced or unreal, "says Berg. "Can you do that?"

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Some of the most complex and involved ads related to the Super Bowl will not appear anywhere near the playing field. More Super Bowl advertisers are trying tactics similar to those of Verizon, investing in other productions related to the game. their efforts for the Big Game.

Mars Inc., which will air an ad for M & Ms during the CBS Super Bowl LIII broadcast, will perform a half-hour musical for its Skittles fruit fruit candy in New York City on the afternoon of match. The PepsiCo Frito-Lay unit intends to broadcast live 53 hours of a bowl of tortilla chips starting at 1:29 pm. Friday, February 1 at 6:29 pm ET Sunday, February 3 – ending exactly one minute before the kickoff. The bowl will be regularly filled, and various fans of Tostitos will be able to be asked by the fans commenting the live stream. NFL players will visit. And viewers who interact with the show may be able to win prizes.

"We started with a very" omnichannel "approach so that more people could discover the content," says Scotti in an interview. "What we're seeing is that when you start telling the story from all these different angles, the message becomes more powerful and more compelling."

For years, advertisers had to bet on an ad. With the advent of social media, however, they are more free to tie their promotional activities to one that has sparked the interest of everyone around the Super Bowl weekend. To be sure, there are legal restrictions as to who can use the phrase "Super Bowl" and use the official representations of the NFL parties. But advertisers such as Volvo can generate advertising around the event for events that have no official link to this event. The manufacturer offers fans a "digital test" a few minutes before the start of the game.

This is not the first year that advertisers have the chance to attack Super Bowl fans in a way that does not involve television. In 2012, Coca-Cola set up a pair of polar polar bears on Facebook in its own live stream, offering real-time commentary and jokes about the Super Bowl XLVI broadcast and commercials. The bruin duo also picked up Coke's Twitter account during the event.

Verizon's Scotti says the main commercial advertising of the Super Bowl remains important, but that "I think marketers are missing the opportunity to create a longer dialogue with the consumer." The Verizon documentary will also be broadcast on Yahoo Sports and Fios.