As Wal-Mart and P & G are approaching the female fans with a social stress Superbowl

In recent years, Nielsen found that 46 percent of people watching the Super Bowl are women. And women are also the most tweets on ads. Despite such places as last year, "like a girl" forever, the big game still feels very male-oriented (the "manvertising Summit", the Washington Post said recently). Perhaps because brands not the right way to these women, the spectators understand reach.

And maybe the right way is not a Super Bowl ad at all.

Wal-Mart and Procter & Gamble have teamed up to make a game for fans of NFL Women with stress in two parts, is that the social and centrally mom. Shortly before Christmas, have launched a brand web video entitled "Game Day traditions" with Mama McCourty, consumed soccer nut.

This month, the brands have on these efforts by promoting the original social influences to his own party hosting tips Super Bowl with publishing based #GameDayTraditions hashtag. So far, the participants have (especially mothers, so it looks) everything clean shared tips for recipes seven layer dip. Social continuous printing later this week.

Harnessing the power of Mother Blogger was a tactic favorite marketing for many years, but what makes this important initiative is not only that women mom about Buzz Super Bowl, operated an army of ordinary mothers who gather around an action video famous professional soccer. It is a far cry from the usual 30-second spot for Anheuser-Busch, but is it effective?

Casting breast favorite NFL

The heart of the efforts of the Walmart / P & G is a video produced by SheSpeaks, a platform of women's media influence reached 100 million consumers. The efforts of three stars and a half minutes McCourty mom who knows a thing or two about football Sunday meetings. Two single McCourty son Devin and Jason, both playing in the NFL.

"Mom game McCourty many traditions days because she has two sons in the NFL," CEO Aliza Freud SheSpeaks said. "So we had a conversation with her and knew how to weave these products in history."

The story is this: Mom comes McCourty home entertainment reporters visit Keith Keri Lumm, and the pair go for a house full of society by purifying prepare, Speaking of food, the table and so on. At strategic moments to clean P & G to make appearances on a clothes center Tide and Downy Walmart bag soccer shirts, Bounty towels and Swiffer broom a chicken wing dropped.

P & G is to be reached in a busy street, the consumer, according to David Murdico, creative director of digital marketing firm in Los Angeles Supercool Creative. "Influencers videos are very popular and successful during this time, because advertisers can in very leaving specific and loyal audience, influential tap, "he said.

It is the successful approach?

Needless to say, a video of influence is much cheaper than a point Super Bowl.

But these videos have their challenges, too. In the case of "Game Day traditions" belong to compel a disparate range of dry products in a context of a football match. After Freud wanted SheSpeaks "to find common ground with the products and as real." Sometimes, however, the authenticity seems a little exaggerated, as if women choose to put on your "best face" to the bathroom to spread on CoverGirl mascara while macaroni and cheese baked in the kitchen.

"It felt like product placement sound on stage, how to go to the grocery store on the mascara?" said veteran marketing Petur Workman, vice president of the Phoenix Media Group. Workers, he said the view that the concept of Influencer and video itself is solid. "You can cover a lot of brands, more targeted and you get more for your money," he said.

But it remains a delicate task to mask what is essentially an exchange with the appearance of a video tips. "We need to have more of a focus on Oprah, a sense for the customer," Workman said. "You will not deceive the observer of the NFL."

Murdico accepted. "This video is a great concept, unique history with McCourty as Mama is preparing for a Super Bowl party," he said. "But it is not product placement too much or too little to do, to throw the game."

Whatever its flaws, the video registered more than 176,000 views and #GameDayTraditions accumulated a steady stream of tweets. It is also interesting to note that even impossible to achieve the best marketing effort those. Just fear of Super Bowl and have no plans to start a football match As a blogger Nina Malkin very large children "If you say to the idea to thy brother, to invite your boy to his apartment for a Super Bowl party against them nanny is a lot of very hard to find: he told his readers!".

Perhaps the task is made easier if the mother comes McCourty more.

Jump Super Bowl 50 messages to Adweek Super Bowl Ad Tracker, a list of points of Superbowl brands and organizations running on the update of creation.

This entry passed through the Full-Text RSS service - if this is to read your content and on the website of another person, please read the FAQ on fivefilters.org/content-only/faq .php # publishers.