One of the more popular 2008 superbowl ads resulted from the marketing of a combination of products. This example of crossover advertising showcases Bud Light and the upcoming movie with Will Ferrell "Semi-Pro".
Will Ferrell in Bud Light Super Bowl Commercial as Jackie Moon from the movie Semi-Pro where he is a Player/Coach of the Flint Tropics basketball team in a spoof ad showing his character making up lines for his ad in character. He comes up with lines like, “Refreshes the Palette, And the loins” and the director is heard yelling “CUT!” then he ends with “Bud Light, Suck One".
The technique of marketing two products or crossover advertising can:
- Increase the complexity of the marketing message, so be careful when using it you may let it get out of control.
- Increase the size of your customer base. Bud Light and movie producers now had the opportunity to introduce their product to the other's company's customer base. In today's landscape of digital media and social networking companies can expect their ad to be picked up (for good or bad) by each customer type.
- Decrease advertising costs.Promoting both products in the same advertising space allows advertisers to split the cost of the ad...in this case millions of dollars.
- Promoting both may dilute the message.Getting too many things into an advertisement can reduce what people get out of it. This crossover ad is heavy on the Will Ferrell (or Semi-Pro).
- Create an association (for good or bad).Most advertisers are pretty careful about what brands they associate with, but associating with a movie could be risky, especially if the movie ends up being a flop or controversial.
From the chatter we've seen about this ad, it seems to have produced well for Bud Light and Semi-Pro. We're glad it's worked out for them, but what are the other possible effects of crossover advertising?
You can discuss this with the AdBeef community here