A BACKDOOR INTO THE BIG GAME
For many of us the NFL’s finale was more about marketing than it was a football game. Case in point, we’re not even allowed to say the actual name of the big game with out shelling out a few bucks. Needless to say, the final matchup between the AFC and NFC Champs is a hard ticket to get, for fans and marketers alike.
But not to worry! If there’s one thing we learned from the big game, it’s that smart marketers find ways around the marquee media buys and high-polished spots. Here are just a few examples of brands that found their way into the game through the backdoor:
NEWCASTLE — TALES FROM THE POUR HOUSE
If you want a spot in the big game, you better bring the dough. Well, Newcastle came up a little short — but that didn’t keep them from dreaming! Instead of taking out a second mortgage on multi-million dollar ad spot, they cranked out a whole microsite dedicated to what they would have done. These spots and storyboards quickly turned viral before the big game, but it didn’t stop there — they even spoofed big time spots from other brands that actually ran!
JC PENNEY — PUT DOWN THE SMART PHONE AND WALK AWAY
While the jury is still out on Penney’s Mitten Text Twitter stunt, you can’t argue the boost in brand buzz. The mitten texts generated more than 23,000 shares in just a few minutes for the clothing retailer, and it elicited responses from brands like Kia, Snickers and Doritos. One thing’s for sure, the Go USA mittens at JC Penney are in the consideration sets of more people today than then they were a week ago.
ESURANCE — CONSERVATIVE PLAY CALLING WINS THE DAY
Financial brands should save their customers money. Well, Esurance gets it. By purchasing the first spot after the big game, they saved 1.5 million — savings they want to pass on to their customers. It’s a smart play that’s not only turning heads towards Esurance, but building trust with existing customers, too.
As marketers, we’re often times faced with daunting hurdles. It’s our job to find ways over those hurdles, even when they appear to be a little too tall to clear. No matter how exclusive a moment might be, there are always alternative ways to join the conversation — you just have to keep your eyes open for a backdoor.
Written by Immediate Consumption
MARKETING TO MEN 
