How do you try and make a big splash around the biggest TV event of the year with a little project and a little budget. Try and go local and get some buzz on the idea…
The Mets are the latest to take advantage of fishing where the fish are, unveiling a commercial that will run in their local markets on Super Bowl Sunday. What is achieved was not millions of eyeballs, that isn’t the goal, it is buzz and a POV that you can be in the game without being in the biggest part of the game, and let others help tell your story.
Now its not a new idea, but one that is surprisingly not taken advantage of a great deal. Filmmaker Bob Babbitt did this four years ago with the Triathlon movie buying a spot in the smallest market in the country. “We Are Triathletes,” was the top-grossing documentary about triathlon heading to streaming in 2019, and he chose to set his sights on Glendive, Montana, the smallest media market in the country (population: 5,107; DMA #210).
Let’s not forget, one of the most impactful Super Bowl advertising stories of all time was from Oreo during the blackout that happened during the New Orleans Super Bowl, and they had NOTHING to do with the game. It was all social sharing and being ready to pounce. That was kind of Babbitt’s approach, …with a feel good baseball story in another small market…one which includes the Baseball Hall of Fame and Museum…Cooperstown, New York.
Landis, Just Watch Me followed Landis Sims, an Indiana teenager born with no hands and no feet, in his pursuit to make his varsity high school baseball team at South Central HS in Elizabeth, Indiana.
Bob was an exec producer on the film and head of Challenged Athletes Foundation (CAF provides support to people with physical challenges) and had the idea to purchase a Super Bowl ad, much like he did several years ago with the Triathlon documentary.
The last time, Bob bought time on WKTV, the NBC affiliate in upstate NY. WKTV’s viewing audience includes Cooperstown, NY, home of the Baseball Hall of Fame.
The cost of the one-time airing was $3,000, or 0.05% (1/2000) of a national ad buy (approximately $6 million for 30 seconds). The opportunity to drive attention, and maybe catch the eyes of those at The Hall, could be priceless.
Now the idea of cost effective buys in targeted local markets is not new. Hundreds of brands build it into their budget each year, although most don’t create a custom spot. Others are always trying to ambush the game and its big process with targeted digital campaigns which will continue to grow, as well as with programs looking to capture the more than half of the population NOT watching the game and choosing to do other things. The key is to get the story told and then find people and outlets to help amplify your unique message.
