Monday, February 27, 2006

Super Bowl PitchDay

Agency: Pavone

Significance: One of the efforts that worked well for communications consultancy Pavone during Super Bowl season was to work with newspaper entertainment guides and drive time radio to promote an online poll about SuperBowl Sunday commercials. It's a fun story, so Pavone’s people even went as far as to modify their titles in their email signature!


Subject: 5 Ways to Turn Your SuperBowl Party Into a Commercial-Watching Celebration

Hi (Editor),

Thought your weekend guide readers might be interested in a fun angle devoted to something we spend most of our TV-viewing time trying to avoid!

When it comes to the Super Bowl, parties that revolve around the game are OUT. Parties that celebrate the big-budget commercials, however, are IN. After all, as many as 50 percent of the 130 million people who watch the Super Bowl say they tune in just for the commercials. The tip sheet below offers a few pointers for ad fans who might want to throw their own advertising extravaganza on February 5. (We're also hosting a) commercial poll, SPOTBOWL ( Either the tips or our press release might make a fun addition to an upcoming story about the Super Bowl.

Let me know if you need more information (photos, logos, graphics) or a media kit packed with Super Bowl commercial facts and figures. Since we're also an advertising agency, if you'd like to get some inside perspectives on Super Bowl advertising and what to expect from this year's ad competition, we've got some people who would be more than happy to talk to you about which ads to watch for (and which ones to avoid).

Let the (real) games begin!



According to some estimates, as many as 50 percent of the 130 million viewers of this year’s Super Bowl will be tuning in simply for the ads, and they’re not afraid to admit their love of big-budget commercialism.

In an increasingly popular spin-off of the traditional Super Bowl party, ad fans have begun planning their own get-togethers — paying no attention to touchdowns and heroic quarterbacks and cheering instead for catch phrases and celebrity spokespersons. For those planning their own commercial celebrations, the creators of the Super Bowl ad poll offer these tips:

1. The Guest List – The more, the merrier, but make sure you’ve got enough room, chairs, and food for everyone. And, since this is an ode to the ads, remind your football-loving friends that the commercials come first and the game a distant second.

2. Setting the Mood – A few well-placed decorations will help create the proper party atmosphere, but instead of footballs and team colors, consider displaying the logos of popular Super Bowl advertisers.

3. Food and Drink – With all those commercials for snack foods and soda, your guests are bound to get hungry. Have fun with the menu, and consider stocking the snack table with products that have bought airtime in recent Super Bowls.

4. Sound Off! – Go to and print out ballots to help your friends keep track of their favorite commercials. After the game, or during half time, they can visit the website to enter their votes and see how they stacked up against the rest of the nation.

5. Fun and Games – During the game, gather your guests and play a variety of commercial-related games. Suggestions include or “Commercial Charades” or “Commercial Trivia” (see for a few questions to get you started).

What's To Like About The Pitch: I hesitated for a second on this one, since it is kind of long for my taste and is not as customized as I'd normally like to see. But there are some gems here. It's a neat idea, first of all. Even the hardcore football fans I know kinda dig the ads - and this might make the day more fun for less-enthused family members. So, I buy the concept, especially because Pavone's people give me some relevant statistics that a journalist would use to sell the idea upstream. Also, this pitch is meant to be "dropped in" - and to drive traffic to the online poll: no one's seeking an interview here, though Pavone is ready for that. Lastly, the 5 tips are generic - and significantly lengthen the pitch - but most media loooove this sidebar fodder. (Which reminds me: watch for a post on "CHARTICLES" in future days.)

Basically, a reporter who is hoping to take off early to watch the game could cut-n-paste most of this pitch into a Super Bowl themed puff piece that will satisfy the editor. ;)

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