Dive Brief:
- Intel Corp.'s Super Bowl campaign is underway with a social push encouraging consumers to visit experiencemore.intel.com to create a frame featuring football player Tom Brady. The best images will be released on Feb. 5 as a 360-degree user-generated video for sharing, the company said in a press release.
- During the Super Bowl the same day, Intel's ad will show Brady going about his day seen from every angle using the brand's 360 replay technology.
- The replay technology will also be featured in the Fox Sports broadcast of the game, with 38 cameras installed throughout the stadium so that key moments in the game can be paused and viewed from every angle in 3-D.
Dive Insight:
Brands typically spend big bucks on splashy ads during the Super Bowl, as it's one of the most-watched television events of the year. Given hefty price tags for the game — Fox is reportedly asking more than $5 million per 30-second spot — Intel is smart to leverage digital marketing and social media to maximize its spend.
The 360 replay technology campaign is designed to build excitement for Intel's ad before the game by giving consumers a taste of how the technology works.
The 30-second ad is also up on YouTube already and has accumulated more than 250,000 views in its first few days. Last year, a number of brands released their Super Bowl ads early online in recognition of how viewers' consumption habits are evolving, while others waited until the big day to preview their ads.
Video is quickly evolving with more immersive formats like 360-degree video giving brands a way to drive excitement. According to Jeff Hopper, the general manager of strategy and marketing for the Intel Sports Group, Intel is working with "pretty much the entire sports world," and new stadiums are already being planned with integrating a tech that Intel calls "freeD" data capture
