The Super Bowl advertising model hasn't changed much over the years. Sure, after the Apple "1984" megamercial by Ridley Scott (Wonder what he's doing now -- ha!) commercial production costs soared. And once the Web took off as an ad medium, marketers started linking Big Game commercials to Web-based presentations in fascinating and absurd ways.
But they've generally shied away from one of the most potentially lucrative plays of all: the chance to drive prospects to the Web AND gain permission to market via email. And I'm not sure why.
I'd say it's because email ain't so sexy, but I'd be lyin'. Even with today's semi-Draconian limitations, HTML email is a canvas for interesting, well-designed conceptual advertising. Plus, on the click-through from an email ad, you're able to run video or even link to a social networking site.
I know brand advertisers love talking about running "integrated" campaigns with "legs." So why aren't more of them launching television/web/email campaigns and capitalizing on the chance to email consumers interesting stuff again and again? The moment you gain permission to send email, you bring your subsequent media cost down to the lowest possible level. Pay the media piper once, and from there, you get a virtually free ride until respondents opt out or die off. How often do you encounter a media opportunity like that?
Obviously this year's Big Show is a done deal. But do we have any takers for Super Bowl XLIII?