Bridgestone tyres has justified spending an estimated $5 million a minute on advertising and promotion during the annual Super Bowl.
The tyres giant contacted Bob Ulrich, the editor of the US magazine Modern Tyre Dealer, to explain why it invests so heavily in the event.
“We look at the Super Bowl as a month-long brand awareness opportunity,” said Dan MacDonald, vice president of community and corporate relations for Bridgestone Americas Inc. “There are a lot of things we do on our end to maximize the sponsorship.”
Bridgestone believes the event “is such an incredible investment and a great return on investment for the Bridgestone brand.”
Speaking nine days after the American football spectacular, McDonald also detailed Bridgestone’s integrated marketing campaign tied to the Super Bowl.
“We are active in social media, the Web and with traditional media by earning editorial coverage in both print and broadcast.
“We have had 247 national and local broadcast stories aired about our Super Bowl commercials and halftime sponsorship. This includes the ‘Today Show,’ ‘CNN,’ ‘CNBC’ and affiliates in the major markets. This coverage generated more than 16.5 million impressions.
“We had more than 694 radio stories generating more than 16-million additional impressions. Our Bridgestone YouTube channel was top 10 in popularity, and we’ve had more than three million views of our spots. This doesn’t count the countless impressions pre- and post Super Bowl in publications ranging from: ‘USA Today,’ ‘Yahoo News,’ ‘Fast Company,’ ‘CNN Money,’ ‘Auto Blog,’ ‘Fan House,’ ‘Market Watch,’ Time.com, etc.”
Bridgestone also witnessed tremendous growth in its Twitter and Facebook profiles during the Super Bowl campaign. MacDonald said its Twitter account experienced a 461% growth in the three weeks leading up to the game.
McDonald concluded: “All of this combined generates an enormous about of buzz and visibility for the brand that stretches over a month. We think it’s an excellent value.”
Denna Bowman, Head Office