How much did a 30-second Super Bowl ad cost? An average of $4 million. But how much revenue did that one investment generate? Well, how many people watched the game? You can do the math.
So how do advertisers get a Super Bowl audience to listen up? How can an advertiser come across as different from all the others out there? How to justify that $4 million? And what can be done to make an ad go viral?
Simple. Tell a story.
But tell a story in an ad? Does that work? And what’s a story anyway?
Well, here’s an example: One of the most shared super bowl commercials out there right now. Have you seen it? Budweiser’s Super Bowl ad, Puppy Love?
If you’re one of the five people in the world who didn’t watch it, what you missed here was the story of a cute little orphan puppy who lives at a rescue place and the horse he becomes friends with. A really moving little tale. But what you didn’t miss was the beer: there is no beer in this Budweiser ad.
And those of you who saw the ad: did you notice that? The product is simply not shown.
At the end, though, there’s the Budweiser logo and the word, “bestbuds.” Just that much – but we totally get it.
Simply put, storytelling means engaging an audience with a story that moves them and connects with them. What storytellers do goes beyond the usual and into out-of-the-box concepts.
See, who in their right minds would use a puppy and a horse to sell beer? Well, Bud did. And a company that big must know what it’s doing. Plus, strategically posted online days before it was on TV, this ad has notched up (so far) over 45 million YouTube views – pretty much a screaming success for a maybe $4 million investment, we think.
Why does the ad work? Because it touches us. We see our own values there: friendship, companionship, freedom, longing. True tearjerker material. Ka-ching.
Bottom-line, this is exactly why brands should use storytelling in their ads and presentations: because the audience wants to identify. And that audience buys stuff.
Then, when you manage to create a strong identification, the audience will automatically associate the concept with your product. You’ve opened up a kind of dialogue with the consumers you want to reach.
Here at SOAP we apply all the techniques of storytelling to help our clients engage with their audiences through State of the Art Presentations. Presentations as media. Presentations as business media. Ads are thirty seconds long. Presentations are maybe thirty minutes. But if you do them right, the outcome will be the same. Ka-ching.
The difference? Ads can run over and over. Presentations are a win-lose proposition. You get no second chance to grab your audience. So the first and only chance had better be great. Right?
Finally, if you’re up there and you’re telling a great story, your audience isn’t going to be checking their phones. They’re going to be wanting to know where the story goes, how the story ends. In fact, there’s almost nothing more powerful than a great story.
So start telling stories today. In your ads. In your PR campaigns. In your presentations.
You too can go viral.
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Storytelling means engaging an audience with a story that moves them and connects with them. http://hub.am/1dt2M4X via @soapprez
Ads can run over and over. Presentations are a win-lose proposition. You get no second chance. http://hub.am/1dt2M4X via @soapprez
If you’re telling a great story, your audience isn’t going to be checking their phones. http://hub.am/1dt2M4X via @soapprez