How Can Your Cause Marketing Ad Stand Out in the Sea of Super Bowl Commercials?

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How Can Your Cause Marketing Ad Stand Out in the Sea of Super Bowl Commercials?

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How Can Your #CauseMarketing Ad Stand Out in the Sea of Super Bowl Commercials? via @Cone

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Friday, February 12, 2016 - 2:15pm


This Sunday, while 111.9 million viewers tuned in to watch the Broncos battle the Panthers on the field, cause marketing once again caught our attention between plays during the commercial breaks.

The Super Bowl has become a strong platform for companies to showcase their cause efforts, and this year was no different. On the heels of the Super Bowl 50 Committee's "Play Your Part" initiative, a number of brands chose to lead with social issues, shining a spotlight on just how far CSR has come as a core business and marketing strategy.

However, not all ads are created equal, and some do it better than others. Companies that kept the following best practices top-of-mind managed to garner attention in a sea of commercials and leave a lasting impact. Let's review the lineup:

  • Be True to Your Brand: If you aren't able to stay authentic, your message just won't stick. Budweiser's #GiveADamn┬áspot featuring Dame Helen Mirren took a stand against drunk driving, using celebrity, humor and frankness to bring an important issue to light. We all know Budweiser is no stranger to using comedy in its commercials, and by staying true to its voice the brand was able to reach a wide audience with an important message. To drive it home, Budweiser donated $1 to safe-ride-home programs for every use of #GiveADamn on social media (up to $1 million), and a dedicated microsite allowed individuals to enter a zip code to find a safe ride.
  • Have a Clear Call-to-Action: Brands that led with a strong call-to-action broke through the noise in a big way. Not only did NO MORE's "Text Talk" ad focused on raising awareness for domestic violence and sexual assault present an emotional but compelling message, it also left viewers with direct next steps. The ad challenged audiences to text NO MORE to 94543 to learn more on identifying warning signs of abuse.

To read more on Cone's Prove Your Purpose blog, click here.

Keywords: Media & Communications | Business & Trade | Cause Marketing | Cone Communications | Events, Conferences & Webinars | Philanthropy