We are 13 wks± from America’s #1 sports entertainment event. Here are some info updates. As always our 1A & 1B considerations are the worlds of $B Ads (some would say that’s the REAL SB event) and the “Domain of Dollar$.” Our order is alphabetical so that these 2 topics are intermingled as A to Z dictates.



  • Bud Light’s core “Whatever” campaign (intro-ed at SB 2014) will likely continue w/o “any changes” available till SB 2015 (Lewis Lazare, CHI Biz J, 10/23) This campaign generated 66% more earned media impressions than a typical Bud Light Super Bowl 37,000 pieces of content were created from the event, including thousands of pieces of user-generated content shared over social media, reaching 15M consumers & delivering a 5.6% engagement rate (nearly 40% higher than its Super Bowl efforts) according to E.J Schultz Ad Age, (10/01).


  • Chrysler 200’s campaign for its 2015 model was launched by Bob Dylan’s 2 min long SB ad in 2014 called “America’s Import” followed by Bold Makers in June and Migel Cabrera’s 2014 MLB Playoff (Michael Weyland, Det News)


  • Doritos entries for its “Crash the Super Bowl” contest ends 11/9. Fans from countries around the world are submitting their 30 sec “homemade” ad, celebrating their love for Doritos tortilla chips. From 10 finalist 2 winners will see their ads during the SBXLIX


  • McD’s is getting a branding makeover. During SB 2015 McD’s will air a 60 sec ad featuring its new tagline: “Lovin’ beats Hatin’”. A new campaign and tag line is likely b/c McD just had its WORST quarterly profit decline in yrs. With US “same store” sales dropping 1% in Sept (Biz Spotlight, 10/30). McDs most famous SB ad was with Larry Bird & Michael Jordan playing H-O-R-S-E for a Big Mac. McDs is trying to appeal to Millenials who question its food quality.


  • PHX’s SB 2014 is unlike SB 2008 b/c its primary activities will be housed in PHX instead of the metro area. While the game will be played in Glendale (U of PHX Stadium), the epicenter will be Dtwn PHX. The AZ SB Host Committee estimated an econ impact of $600 M. (SB 2008’s econ impact was estimated at $500 M to the Valley). However, Robt Baade (sports economist at Lake Forest College, IL) claims the real host city benefit is b/t $30 & $90 M. He notes the “substitution effect” (The SB crowds replace other revenue), the “multiplier effect” (X # of $$ generates y&z $$, etc), the “publicity effect” (the value of a host city to propagandize its assets to host other major events), security costs, etc, etc, etc.


  • SkyHarbor Airport (PHX) will likely see 61,000 of the expected 91,000 visitors to SB 49. $ince the $uper Bowl is all about $$$$, we review some of the costs of SB advertising at the PHX


  • 4 Terminals & 2 360 degree pillars at baggage claim will be wrapped for $140,000
  • Ceiling Banners (8 double sided) will cost $100,000
  • 2 SB Logo Carpet Floor Mats at baggage claim escalates for $50,000
  • 3 packages of 4 Pillar Wraps (SW Airline concourse) for $16,000 a package.
  • 2 concourse Exit Window Wraps will be “wrapped” for $15,000


  • Sotheby’s International Realty is helping find renters for several luxury estates around the Valley ranging from $5,000-$40,000 a night. These accommodations are so much in demand that many require a 5 day That price can include a private chef and driver service (Nohelani Graf, ABC)


  • Wembley Stadium (London,Engl) SB? While the NFL invaded Grt Brt in 2007 and the NFL is still “toying” with the idea of a European franchise (bringing $250M to Grt Brt according to CBS). The idea of a London SB is ABSURD! It is more likely that Chevy will move its brand team to Manchester b/c it is Manchester United’s primary sponsor.

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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