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Super Bowl ad spots range from just 15 to 60 seconds, but their impact lives on through social media for the days, weeks, and sometimes even years that follow. Although around 50 brands bought broadcast time, less than a week later, only a handful are still being talked about. So how can brands best transform their (very expensive) ads from momentary entertainment to long-lasting conversation pieces? Data from Metricool, a social media analytics tool, shows that the Super Bowl ads with the largest reach and impact are ones that use social media to turn their seconds-long time slot into an all-encompassing experience. Brands should focus on full-scope coverage, rather than putting all their eggs in a TV ad, says Anniston Ward, a specialist at Metricool. It takes a full experience to really create a lasting effect. Poppis influencer marketing tactic, for one example, scaled beyond its brief TV spot to make a lasting post-Super Bowl impact. In the week leading up to the big game, the health-focused soda brand launched a series of giveaways, collaborations with influencers, and a high-profile stunt involving the brand sending neon pink branded vending machines to more than 30 influencers. View this post on Instagram A post shared by Poppi (@drinkpoppi) Days later, people are still talking about Poppis tacticsthough not all of the reception has been positive. Many online called Poppi out of touch for giving large amounts of free product to already wealthy influencers. And now, Poppi is in everyones mouths, whether it’s good or bad, Ward says. Metricool observed that Poppis Instagram engagement reached 4%which might seem a paltry figure, but Instagrams industry average is 0.7%, and anything higher than 1% is considered a strong performance. The brands Instagram post likes spiked by nearly 100%. Carls Jr. also turned its Super Bowl ad spend into a weeklong online experience, featuring a scantily dressed Alix Earle biting into a Carls Jr. hangover burger to promote a free burger day on February 10. The company shared behind-the-scenes footage leading up to Super Bowl Sunday, and even released a snippet of the ad on Reels the Wednesday before the game. View this post on Instagram A post shared by Carls Jr. (@carlsjr) That reel secured the fast-food restaurant chain a 91% increase in Instagram followers and a 47% engagement ratethe top engagement of any Super Bowl social media promotion, Metricool observed. When an ad campaign is successful, the conversation around it can last for weeks. For Apple, the conversations been going for decades. Yes, more than 40 years later, Apples 1984 adwhich redefined Super Bowl commercials and permanently launched the company into the international spotlightstill sets the bar for branding brilliance. Last years best-performing Super Bowl spot also garnered international attention. Beyoncés announcement of her Cowboy Carter album, in collaboration with Verizon, is still having a positive ripple effect today: The album broke Spotify records upon its release, and Beyoncé paired up with Verizon yet again this year to announce her Cowboy Carter tour. The Super Bowl is one of the largest marketing events of the year, Ward says. It can give us a footprint to how marketers can craft their campaigns for the next year, and use it as kind of a reference to what has worked well.
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E-Commerce
Chilis is celebrating National Margarita Day this month with a new romcom Lifetime holiday movie. The casual-dining restaurant chain and cable network will debut a 15-minute TV short film, called Ill Be Home For National Margarita Day, first airing on Lifetime on February 19 and available on Lifetime.com, YouTube, and social platforms. Starring actors Maria Menounos and Taye Diggs, the new flick hits on all the classic Lifetime tropes, including a big-city-dwelling woman returning to her hometown to reconnect with an old flame, who happens to be a bartender at Chilis. The reunited lovers must work together to save a small towns National Margarita Day celebration from the villainous big-city developer. Hes like a bad guy right out of a Lifetime movie, says Diggs during one of the films self-referential moments. I think there are parallels between why people look to Lifetime and the great content they create, as well as why people look for a night out at a place like Chilis, says Chili’s chief marketing officer George Felix in an interview with Fast Company. Its a reliable source of comfort. The project also presents an appetizing marketing opportunity for Chilis, which sold 25 million margaritas last year, more than any other restaurant chain in the U.S. Chilis worked with creative agency Mischief on the film, which is a core pillar of the restaurant chains largest-ever marketing campaign for National Margarita Day, a holiday that is celebrated on February 22. ‘We need excuses to laugh’ Chilis is also offering several margarita promos, including a one-day $5 margarita special called the Tequila Trifecta, which combines el Jimador Silver, 1800 Reposado, and Jose Cuervo Gold. When people are thinking about margaritas and a place to go out, Chili’s is really the first choice, says Felix. Menounos, who plays Liz, is already well known to the Lifetime audience having previously appeared in the networks films including Christmas at Plumhill Manor and The Holiday Dating Guide. The actress says she is so charmed by the genre that she cofounded a holiday movie production company in 2024 with her husband, writer and film producer Keven Undergaro, called We Heart Holidays. Life has gotten so hard and so challenging, we need excuses to laugh, and smile, and have fun, and have margaritas, says Menounos. [Photo: Chili’s] Menounos has also been a devoted fan of Chilis for well over two decades and even hired a former Chilis waiter to work at her company. Menounos says she tends to prefer appetizers including the chips and salsa, nachos, and the fried mozzarella. Beyond her love of holiday flicks, Menounos says she was lured to the project to work with a friend, Diggs, who plays Sam in the film and also previously starred in Lifetimes Terry McMillian Presents: Forever. Diggs says hes a more recent convert to the Chilis cuisine. We all knew these characters, but at the same time, its a little bit tongue in cheek, because were talking about Chilis and mozzarella sticks and margaritas, says Diggs. A bar and grill on a roll The chain has become a star performer for restaurant operator Brinker, which also owns the Italian-themed Maggianos. Comparable restaurant sales, which tracks the performance at locations that have been open for more than 18 months, have increased steadily over the past several quarters. For the most recent fiscal second quarter, comparable restaurant sales jumped 31% at Chilis, growth that astonished Wall Street analysts, who have praised the chains comeback as one of the strongest ever in the restaurant industry. Felix says the chain has benefited from reinvesting in national TV advertising after a long pause during the pandemic, as well as a streamlined menu with 25% fewer items than two years ago. The core focus is now on five categories: burgers, chicken crispers, fajitas, margaritas, and the triple dipper. [Photo: Lifetime] The triple dipper, which allows diners to select from a range of three different appetizers, has been a particular popular dish. Last spring, Chilis began to notice some social media chatter, especially on TikTok, that frequently featured the combination of sliders, honey chipotle chicken crispers, and fried mozzarella. TikTok users were particularly drawn to performing whats known as the cheese pull” as they bite into the fried mozzarella. This item really lends itself to the way that the TikTok food world works, says Felix. Chilis cultivated interest in the dish by partnering with social media influencers. The triple dipper has amassed over 200 million views on TikTok in just he past six months. The Lifetime film presents yet another opportunity for Chilis to lean into pop culture. While the networks audience tends to skew more female, Chilis says the brands overall strategy is fairly gender balanced. Recent partnerships include launching the espresso martini with the female cast members of Bravos TV show Vanderpump Rules, but other recent activations with NASCAR and the comedy group Dude Perfect lean more male. The fact that Chili’s is a brand that really appeals to a wide demographic gives us, as marketers, a wide range of partners that we can play with, says Felix. Lifetime hits one of our big audiences in a big way.
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E-Commerce
The Fast Company Impact Council is a private membership community of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual membership dues for access to peer learning and thought leadership opportunities, events and more. Over the past decade, the rising cost of insulin epitomized the broader systemic issue of higher healthcare out-of-pocket costs that prevented many Americans from accessing essential care. People with diabetes, who rely on insulin to maintain their health, were routinely priced out of accessing their medicationsforced to choose between filling their prescriptions or paying other bills. As a result, lowering the cost of insulin became a political rallying cry, compelling elected officials and regulators to take action. Given the complexity of the American healthcare system, theres no magic bullet when it comes to reducing insulin pricesor any prescription price for that matter. Patent protections, gaps in targeted affordability regulations, and supply chain issues are just a handful of the network dynamics at play. But, through collaborative efforts by pharma, lawmakers, and other stakeholders, the tide on insulin prices is beginning to turn. New research from GoodRx shows that the average price per insulin unit dropped 42% from 2019 to mid-2024the lowest average in a decade. Notably, it wasnt just one factor that contributed to this significant drop. The Inflation Reduction Act, which began capping costs for Medicare enrollees, was a game changer for millions of Americans. Voluntary manufacturer price cuts and savings programs, as well as increased approvals of biosimilars and generics, also drove big declines in insulin prices. Collectively, these efforts reflect a pivotal shift toward improving accessibility. Most importantly, this illustrates how, when the industry comes together, we can make medications more affordable. Collaboration as a catalyst for change To usher in a new era of affordable medicine, working together across the healthcare ecosystem is essential. Pharmaceutical companies, policymakers, insurance companies, and healthcare systems each hold a critical piece of the solution. While insulin price reductions are a notable victory, out-of-pocket costs for prescription medications continue to trend upward. Since 2014, prescription list prices have grown nearly 40%. Today, fewer medications are covered by insurance, and others are subject to restrictions like step therapy and prior authorizations. These factors contribute to why an estimated 53 million Americans leave their medications at the pharmacy counter every month. The insulin example demonstrates the impact that joint efforts can have in making lasting change, and private partners can play a significant role in driving innovation. At GoodRx, we saw an opportunity to contribute to the solution by partnering with Sanofi in 2023 to offer their most prescribed insulin, Lantus, for only $35 to all Americanswhether they had insurance or not. This happened before the manufacturer implemented its own program for consumers with commercial insurance and within the same coverage year that Medicare enrollees began benefiting from $35 insulin copay caps. Apply the insulin blueprint Though insulin was the starting point, it was only the first step on our path to better support people with diabetes. Since partnering with Sanofi, GoodRx broadened its efforts by launching cash-pay programs with other manufacturers to make essential diabetes medications and devices more affordableespecially for those not covered by insurance or with high out-of-pocket costs. For instance, weve partnered with Dexcom to lower the price of their Dexcom G6 and Dexcom G7 continuous glucose monitors by over $200 per month for consumers with diabetes. Both of these programs have brought savings to thousands of people who used GoodRx to complement insurance shortfalls. Our success with diabetes offers a playbook to tackle affordability challenges for other chronic conditions, such as heart and renal diseases. The groundbreaking medications and technology used to treat and monitor these conditions, especially solutions new to the market, typically come with high price tags that put them out of reach for many people. But it doesnt have to be this way. To prioritize affordability and increase access to lifesaving treatments, there must be a sustained commitment to transparency and accountability from all stakeholders. Policymakers can strengthen and expand consumer-centric legislation while enforcing regulations that ensure companies prioritize the needs of people over profits. Pharmaceutical companies can prioritize the development of innovative treatments to advance patient care while also taking deliberate steps to improve affordability. This includes providing savings programs and supporting the production of biosimilars and generics to ensure broader patient access to lifesaving medication. Charting a path forward At GoodRx, we collaborate with partners across the healthcare industry, from pharmaceutical companies to retail pharmacies and healthcare professionals. These interactions provide an unparalleled vantage point for identifying opportunities to improve transparency and affordability. The journey toward making healthcare more affordable is undeniably complex, but the insulin price reduction serves as a beacon of hope. It underscores how sustained, collaborative efforts and a shared commitment to the public good can improve access to critical medications for those who need them most. The path forward is clear, and it is up to us as industry leaders to follow it. Dorothy Gemmell is chief commercial officer and president, manufacturer solutions at GoodRx.
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E-Commerce
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