An End run Around Super Bowl Ads: Smart Move? Or Cheap-o?
Tom Petty is this year's halftime act? I hope he doesn't have a wardrobe malfunction....
So the Super Bowl is on, and like millions of other indifferent football fans out there, I'll be running back and forth from the TV room to catch the commercials. (Turns out I could just catch them later on Myspace.)
Seems this year KFC's parent company, Yum Brands, didn't want to spring for the cost of Super Bowl airtime—or thinks it has found a clever way around the expense, which, if you're wondering, is $2.7 million price for a 30-second ad. Presumably the company might have used the time to promote its Hot Wings product, pictured above.
Instead, KFC is offering to make a $260,000 charity donation in the name of any player who scores during the game and does the chicken dance in the end zone.
Mmmm hmmm. Right. There have been some pretty silly dances so far, but I don't think any of them qualifies as the Chicken Dance quite yet. (Instructional video included!)
KFC spokesman Rick Maynard was quoted in MarketingDaily earlier this week: "There are lots of ways to advertise. We think this is unique, and will get people talking about something that might take place during the game itself."
Talk about expensive: If you wanted to have your Super Bowl experience in person, ticket prices reached a record level this year—$4,190—although the average price was expected to go down closer to game day.
Comments
You know, I love the idea. It may be cheap, BUT it's got a good purpose. Instead of paying insane prices to a corporate network, they've decided to pay it to a charity. They get their advertising, and a charity gets some cash. Everyone wins!
Posted by: Kara Kelso | February 4, 2008 10:45 PM
there is a famous song from DJ Otzi here that goes: 'McDonald's Kentucky Fried Chicken and a Pizza Hut' and everytime KFC is mentioned, that KFC chicken dance is being done - that song is popular during festivals and parties here in germany. we did that dance even during last week's costume ball!!!
anyway, let's hope the needy would benefit from that KFCs dance.
Posted by: raqgold | February 5, 2008 04:09 PM
I'm with you, Kara! I don't think the donation got made, though--seems no one did the Chicken Dance. That actually surprises me. It would've been funny.
- Lea
Posted by: QSMama / Lea | February 5, 2008 04:31 PM