Today, over 100 million people tuned into watch the Denver Broncos beat the Carolina Panthers in the 50th annual Super Bowl. It’s largest televised event globally, and viewers don’t just tune in for the game. The half-time show (this year featuring Beyonce and Coldplay) and advertisements get just as much attention. And cost just as much.  This year, advertisers paid $5 million for a single 30 second spot.

That’s a significant investment for any marketing department. There’s no guarantee these millions will result in a positive return. This makes Super Bowl advertising more akin to gambling than investing, a sentiment software brand Adobe latched onto with their campaign “Gambler”.

Adobe released the campaign across social and digital channels and it even made appearances on late night TV such as the Saturday Night Live episode on the eve of the big game.

“We are absolutely not anti-TV advertising — we are pro-data…Our message this time was really, ‘If you aren’t using data and insights to drive your marketing, it’s just a gamble.”  ~ Alex Amado, VP-experience marketing, Adobe (source: Adage)

Advertising to Super Bowl advertisers has worked for Adobe for the past 3 years. In 2015,  their Mean Streets compared buying clicks to buying drugs.

And in 2014, “Quiet” reminded advertisers that Super Bowl watchers are likely to be distracted during the ads.

What do you think of Adobe’s marketing to marketers? Would they catch your attention? 


Posted by Nicole Williams

I'm a marketing geek with a passion for tech. Previously, I was the marketing manager for SilverStripe (open source CMS and cloud PaaS) Currently, podcaster and blogger for and founder of Wellington Marketing meetup. Currently exploring Europe and living the dream! I'm always up for a chat about marketing and I love sharing my experiences so that others don't have to learn the hard way.

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