Sound Marketing: ‘Stranger Things’ Plus The Best Music-Driven Super Bowl Trailers And Ads – Forbes
For most viewers, the excitement and anticipation for Super Bowl LI wasnât limited to the field – as expected, the commercial breaks brought us a number of memorable moments that are still buzzing today. When the average production cost is north of $1 million and companies are dropping an average of $5 million for a 30-second time slot during the big game, consumers are happy to offer their undivided attention toward great marketing:
Advertising analytics company iSpot.tv reported some insightful numbers that emphasize the impact of ads on the big night:
– 65 brands advertised
– 104 spots aired
– 49.9 minutes of dedicated ad time
– Fox pulled in an estimated $509.6 million from the Super Bowl telecast
At the forefront of my mind are the spots that forged the perfect marriage of music, visuals and story. The right song will leave a lasting impression, embedding itself in your head for hours, sometimes days (whether you welcome it or not).
Like brands, film studios are consistently capitalizing on the coveted airtime to promote and tease their upcoming titles. This year, film trailers encapsulated some of my favorite music uses of the night. In fact, according to iSpot.tv, which measures and tracks all social media actions for advertisements (Facebook, YouTube, Twitter), Netflix generated more buzz than any other advertiser during the game this year – the teaser spot announcing âStranger Thingsâ (Season 2) garnered 554,000 social actions, which means that Netflix beat out Budweiser (coming in at second with 433,000 actions) and Mr. Clean (number three with 413,000 actions) on social media.
Marketing technology firm Amobee reported that âStranger Thingsâ generated more than three times the buzz than the second closest advertiser on Twitter. There were more than 307,000 tweets about it between 6:30 p.m. and 11 p.m EST on Sunday.
Below are the highlights of film trailers that aired during the Super Bowl, along with their standout soundtracks:
Stranger Things 2 – Features the widely acclaimed theme from the show by Kyle Dixon and Michael Stein of S U R V I V E, who received two Grammy nominations for the Season One score.
Bobby Gumm, Vice President of Music at Trailer Park (the creative agency who produced the spot) explains, âfrom the very first creative meeting we all agreed that we would have to incorporate the theme somehow. For me, the theme to ‘Stranger Things’ is as integral to the series as the Star Wars theme is to its franchise.â¦itâs in the DNA of the show.â
Pirates of the Caribbean: Dead Men Tell No Tales – âAinât No Graveâ by Johnny Cash
Bay Watch – âHypnotizeâ by Biggie Smalls
The Fate of the Furious – “Push” by Far East Movement, Savage & DJ Kronic
Guardians of the Galaxy Vol. 2 â âThe Chainâ by Fleetwood Mac
Logan â âAmazing Graceâ cover
Of course, branded ads still had their time to shine as well. In addition to the commercials released prior to the game (you can read about my favorite pre-released music-based ads, including Budweiser, Kia, GoDaddy & Wendyâs, here), some of my favorite music-driven ads were Fordâs use of Nina Simoneâs âI Wish I Knew How It Would Feel To Be Free,â Cokeâs global themed version of âAmerica The Beautifulâ (which originally premiered in 2014, but was particularly poignant this year), Baiâs play on *NSYNCâs âBye Bye Byeâ and a number of powerful original scores, such as composer Matt Abeysekeraâs sparse, beautiful and emotional score for Expedia.
Which songs are still stuck in your head?
Jordan Passman is the Founder & CEO of SCORE A SCORE
Keep up Twitter @TheJPPass