3D Superbowl Ads – A Lack of Holistic Thinking, Perhaps?
I’m sure the marketers at Dreamworks, Intel, Pepsi, NBC et al were thinking big while creating and fielding the $3M-a-pop ads at the Superbowl. But, were they thinking small, simultaneously? Any market strategist worth their salt would have / should have thought long and hard about the “last mile” challenge. How do you get the 3D glasses out to the 100M potential viewers? Sure, you can put them out at Safeway, Supervalu, Fry’s, etc. But how do you overcome the inertia? You can take a horse to the water, but can you make it drink?
I could go on and on with more cliches, but the fact remains – the big boys fumbled the ball (pun intended) for their 3D ad-launch party. I, for one, was expecting the glasses to show up with the Merc – my daily newspaper. But perhaps, I was too lazy to get the glasses from my neighborhood Safeway, or worse – was feeling hopeful that the million-dollar suits in their think tanks would have thought through the last mile problem more holistically.
It is an altogether different matter why a lazy couch potato like me had to do my own web research in figuring out these retail outlets that might, just might carry the glasses. I guess I’ll just have to wander down to Target tomorrow and hope that some glasses are still available to watch NBC’s Chuck.
That said, it was one heck of a game and one heck of a half-time show. Hats off to the Cardinals for a spirited effort, and The Boss … is simply the boss.