Super Bowl
Super Bowl: a case study of buzz marketing
Keywords
Super Bowl event marketing internet advertising buzz marketing word of mouth advertising tools
Abstract
In the US, the Super Bowl is annually the nation’s highest-rated TV programme and the most watched single-day sporting event. But could the Super Bowl, like other sporting events that traditionally attracted millions of people, fall prey to competition? This case study argues that despite the increasing fragmentation of viewing audiences, Super Bowl is an event in itself. The case describes the marketing and social environment encompassing the Super Bowl, and addresses the metamorphosis that has helped it maintain its competitive edge. The study concludes with a discussion of buzz marketing as a complete solution for maintaining competitiveness in today’s sporting environment.
CASE STUDY
Iris Mohr
Associate Professor, Marketing Department, Tobin College of Business St John’s University, 8000 Utopia Parkways, Jamaica, NY 11439, US Tel: +1 718 990 7307 Email: mohri@stjohns.edu
Peer reviewed
Executive summary
When it comes to American football, the Super Bowl is the premier game of the National Football League (NFL) in the United States. The Super Bowl is annually the nation’s highest-rated TV programme and the most watched single-day sporting event. A great deal of excitement revolves around the game, the halftime show and the advertisements. The game tends to have high Nielsen television ratings and on average 80–90 million Americans are tuned into the Super Bowl at any given moment (Associated Press, 2007). With consumers more broadband- and wirelessconnected, Super Bowl has become an entertainment and social extravaganza in its own right, and has emerged as ‘must watch’ television. But what happens when the few TV programmes that traditionally attracted millions of people fall prey to competition? Despite the hype surrounding the 2006 Winter Olympics, the Games proved no match for
Keywords
Super Bowl event marketing internet advertising buzz marketing word of mouth advertising tools
Abstract
In the US, the Super Bowl is annually the nation’s highest-rated TV programme and the most watched single-day sporting event. But could the Super Bowl, like other sporting events that traditionally attracted millions of people, fall prey to competition? This case study argues that despite the increasing fragmentation of viewing audiences, Super Bowl is an event in itself. The case describes the marketing and social environment encompassing the Super Bowl, and addresses the metamorphosis that has helped it maintain its competitive edge. The study concludes with a discussion of buzz marketing as a complete solution for maintaining competitiveness in today’s sporting environment.
CASE STUDY
Iris Mohr
Associate Professor, Marketing Department, Tobin College of Business St John’s University, 8000 Utopia Parkways, Jamaica, NY 11439, US Tel: +1 718 990 7307 Email: mohri@stjohns.edu
Peer reviewed
Executive summary
When it comes to American football, the Super Bowl is the premier game of the National Football League (NFL) in the United States. The Super Bowl is annually the nation’s highest-rated TV programme and the most watched single-day sporting event. A great deal of excitement revolves around the game, the halftime show and the advertisements. The game tends to have high Nielsen television ratings and on average 80–90 million Americans are tuned into the Super Bowl at any given moment (Associated Press, 2007). With consumers more broadband- and wirelessconnected, Super Bowl has become an entertainment and social extravaganza in its own right, and has emerged as ‘must watch’ television. But what happens when the few TV programmes that traditionally attracted millions of people fall prey to competition? Despite the hype surrounding the 2006 Winter Olympics, the Games proved no match for