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Marty’s Marketing Minutia – Let the Game Begin

The Super Bowl Auto Ad Brawl Has Begun.

by on Jan.25, 2013

Mercedes offers a sexy sneak peek at the auto ad it plans for Super Bowl XLVII with Kate Upton.

The hype has begun. Super Bowl XLVII is still ten days away, but the mega-million-buck auto ad brawl is already underway as three of the eight deep pocket car advertisers pre-launch/pre-sell their new commercials to NFL fans!  The reason? Economics. And a numbers game.

At somewhere between $2.4 and $4.0 million per 30-second commercial this amounts to a helluva big expenditure for just one airing. But there’s an even bigger number, as over 115 million American viewers will watch the game February 3, some media mavens are predicting.

Until recently, advertising on the Super Bowl has been nothing more than putting up the game day spot and hoping, maybe, that it will trigger some Monday-morning quarterbacking around the water cooler — with polls and research adding some arguable, additional value. That was then.

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What’s become apparent is that a fairly large percentage of viewers are more interested in the commercials than the game itself. So, how to take advantage of that and extend the payback beyond just a game-day airing that is over in 30 seconds, whether a viewer was sitting in front of the TV or off grabbing something from the refrigerator?

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Marty’s Marketing Minutia – Auto Show Edition

Finding New Roads - and new customers.

by on Jan.11, 2013

Barbarians at the gate? The media hordes prepare for their annual assault on Detroit's Cobo Hall.

For years Cobo Hall, the venue for the North American International Automobile Show has been suspect. No matter how good the vehicles may be displayed with special lighting, the roof did leak, the rest rooms were awful, it was either too hot or too cold and exhibitors and media attendees alike were certain to come up with a vociferous array of complaints.

Result? A three-year, three-phase $270 million renovation and expansion is nearly complete, just in time for the show’s media preview days. There’s a new atrium overlooking the Windsor, Canada skyline and the Detroit River. The Wayne exhibit hall has had 25,000 square feet added and parking has been expanded by 500 spaces.

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Also good news is the relocation of the Michelin Media Center from the inconvenient third floor of  Cobo to Michigan Hall at river level. It’s located between the new three-story atrium, and the indoor Aisin Drive Green Experience test track. There will be more work spaces — 700 of ‘em –, hard line web connectivity, broadcast and photo centers and of course, a steady flow of coffee, refreshments and snacks.

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Beyonce to Get New C7 Corvette at Super Bowl

Singer will serenade new model during halftime show.

by on Dec.28, 2012

Beyonce will help launch the new C7 Corvette during the upcoming Super Bowl.

It’s easy to forget that there’s actually a football game going on during the Super Bowl, what with all the attention paid to the high-profile commercials and the big name acts that anchor the annual halftime show.

But Chevrolet is hoping that it can be a real Super Bowl stand-out despite General Motors much-publicized decision to yank its ads from the upcoming event. In a creative compromise with the NFL, the Detroit maker plans to place its all-new 2014 Corvette on the 50-yard line during the halftime show and present it to this year’s celebrity performer Beyonce, sources tell TheDetroitBureau.com.

Auto News From a Source You Trust!

GM officials would not confirm for the record their involvement in the 2013 game, Chevrolet spokesman Mike Albano only noting that, “We’ve got a history of being involved with the Super Bowl.”

That involvement was originally set to end, however. Last May, former GM global marketing czar Joel Ewanick announced that, due to rising costs he called unjustifiable, the maker would not advertise during Super Bowl XLVII.

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