Now that the dust has settled, it is clear that Budweiser’s Clydesdale Commercial was the most popular in the 2013 Super Bowl. Not only was it the most popular commercial, but public polling shows that the horse race wasn’t even close. Budweiser dominated the advertising war.
The factors that made the Clydesdale commercial so appealing to audiences everywhere should be a lesson for content creators hoping to resonate with readers.
- Create an emotional connection. The Clydesdale commercial is about a man who raises the horse from birth and sells him, only to reunite later in life. Not only does the ad pull at heartstrings, it also displays the theme of “brotherhood” that anyone can connect with. As a content creator, your goal should be to connect to your audience regardless of what genre you’re in.
- Build a long-term branding strategy. Budweiser has always been a brand associated with Clydesdales. This consistent branding allowed the audience to recognize it was a Budweiser commercial from the very start. There are various aspects to consider in brand consistency including:
- Is your voice consistent?
- Are you posting content consistently?
- Is your brand represented the same on Facebook, Twitter, and your site?
- Are your values constant?
- It’s OK to go outside the norm.When we think of Super Bowl commercials, we usually envision ads that are funny and verge on the edge of raunchy or inappropriate – especially for beer commercials. Who would have ever thought that Budweiser would create an emotional ad for the largest game of the year? You can go outside your norm by:
- Including guest writers
- Posting in a different medium such as video or picture
- Telling a story
- Establish and promote your values. Budweiser was clearly promoting the sentimental value and worth of brotherhood. People trust wholesome values, and you want your brand to be trusted. What values does your brand promote?
Winning the Horse Race
While it’s tempting to spend a lot of time and resources on grandiose content marketing campaigns, the Budweiser commercial reminds us that at the end of the day, content is king. Nothing can take the place of a solid idea, and it’s not worth promoting the content unless it’s quality. Take the time to develop your content, your brand, and your voice so that when the time comes, you can promote it with ease.
Implementing these 4 lessons will help your brand define itself as a leader among your competitors. Develop your strategy, connect with your target audience, build the confidence to take risks, and promote your values to win the horse race like a Clydesdale!
Was this your favorite Super Bowl ad? What content marketing ideas did you get from all the Super Bowl ads?
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