How to NOT spend $2.5 MILLION on a Super Bowl Ad ..

.. and get lots of exposure anyway. Here’s how ManCrunch (a gay men’s dating site) did it:

Just look at all the money they saved. But what did they get?

  • Publicity. Lots of it. Cannot swing a dead cat on the video sites without running across this. Note that we’ve seen guys kiss on super bowl commercials before .. remember the Snickers ad from 2007?
  • Impressions. Lots of them, and well before the game. 207,000 on YouTube so far and thousands more scattered around the video sites.
  • News. Bing gives us these answers to the search.

Folks get nuts about these commercials. They talk about them for weeks prior, ensure they’re in their seats at the appropriate (and publicized time) to see them during the game and then go to aggregation sites to watch the line-up of what they’ve missed. That rate them, trash them, discuss them at the water cooler and espresso bars for days.

It’s bigger than this though. Is this a hoax, or very clever marketing? I’m guessing the latter, and I applaud the chaps who put it together.

We’ve seen eHarmony and Match.com ads on the television .. these sites position themselves more as ‘relationship’ (versus ‘hookup’) sites. I cannot tell from the limited information thus far, where ManCrunch site on that scale.

I suspect we’ll all know more in the coming weeks. Will be fun to watch. Thanks to Jessi for the referral.

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About Michael Coates
I am a pragmatic evangelist. The products, services and solutions I write about fulfill real-world expectations and use cases. I stay up-to-date on real products I use and review, and share my thoughts here. I apply the same lens when designing an architecture, product or when writing papers. I am always looking for ways that technology can create or enhance a business opportunity .. not just technology for technology's sake. My CV says: Seasoned technology executive, leveraging years of experience with enterprise and integration architectural patterns, executed with healthy doses of business acumen and pragmatism. That's me. My web site says: Technology innovations provide a myriad of opportunities for businesses. That said, having the "latest and greatest" for its own sake isn't always a recipe for success. Business successes gained through exploiting innovation relies on analysis of how the new features will enhance your business followed by effective implementation. Goals vary far and wide: streamlining operations, improving customer experience, extending brand, and many more. In all cases, you must identify and collect the metrics you can apply to measure your success. Analysis must be holistic and balanced: business and operational needs must be considered when capitalizing on a new technology asset or opportunity.

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