Super Bowl 2014 is not only about sports, but also about companies like H&M, which pay a fortune so that the celebrity of their choice, David Beckham can dominate the event. Each year, Super Bowl enthusiasts watch not only the game, but also the commercials, which fight over the right to be seen by millions of people. Although this year a 30-second ad costs $4 million, the ad space during the game was filled two months before the event.
For American advertisers, Super Bowl 2014 is not only the biggest event in U.S. sports, but also the chance to allure millions of viewers with their top-notch commercials. Although specially made ads represent companies’ way of spoiling the sports fans, the rivalry between advertisers has reached new levels. Super Bowl 2014 could be dominated by David Beckham with the help of H&M, the retail-clothing company which had the idea to give commercials a profit-making purpose.
A H&M press release states that viewers who own a Samsung Smart TV will be able to buy items from the new David Beckham Bodywear collection during the event through “the t-commerce platform.”
The platform which allows viewers to purchase clothing items is offered by Delivery Agent, a company which shined during this year’s Consumer Electronics Show. Mike Fitzsimmons, the CEO of the company, hopes that H&M and Delivery Agent will be able to redefine “the power and effectiveness of television advertising.” Although the ad’s setback is that only viewers with internet-connected Samsung Smart TVs no older than two years can make a purchase, H&M makes up for the disadvantage with the help of former soccer player David Beckham, who poses for his new Bodywear collection.
Although H&M’s Super Bowl 2012 ad finished 49th and only scored 5.36, the company has returned to Super Bowl 2014 with the thought of dominating the event with the help of David Beckham. H&M might not have been among the top 10 Super Bowl highly anticipated advertisers, but the company hopes to win viewers’ interaction by encouraging them to vote for one of the two possible endings to the 30-second ad.
Daniel Kulle, president for the H&M North America division mentions that “consumers will be part of creating what they want to see,” namely between a covered and an uncovered David Beckham. The voting will take place on the official website of H&M and will end on the first day of February.
Although H&M is going up against companies like Audi, Coca-Cola, GoDaddy and other Super Bowl longtime sponsors, Kulle believes that the risk is worth it because the company needs to “build brand awareness in the United States” and boost “traffic to the stores.”
David Beckham will also have to compete with celebrities like Don Cheadle, Arnold Schwarzenegger, Sir Ben Kingsley, Tom Hiddleston and other A-listers but H&M believes that the soccer star will win the viewers on the company’s side and boost its revenues at the same time.
H&M executives hope that Super Bowl 2014 will be dominated by David Beckham and the company’s original ad which also encompasses a “t-commerce platform.” The effect that the retail-clothing company wants to achieve is best explained by Noreen Jenney Laffey, president of Celebrity Endorsement Network, who urges companies to think about whether people will remember their ads after Super Bowl Sunday or not.
By Gabriela Motroc