Wal-Mart
and P&G Advert
Almost
half of the Super Bowl audience is female. Despite the fact that most women
tweet about advertisements during such occasions, only a handful of
corporations is keen to tap into the benefits. In an AdWeek article, the author
talks about how NFL is still male-dominated and how business organizations are
yet to find out the best way to reach females. He notes that P&G and
Wal-Mart are the latest in the list of pioneer corporations with intentions of
engaging women NFL fans through influential mothers of NFL players. Therefore, Mama McCourty is the
focus of ‘Game Day Traditions’ web
video. The clip was first aired on Christmas Eve and has since received noteworthy
airplay. In fact, the video has clocked more than 170,000 views on YouTube (Klara, 2016). More brands have followed Wal-Mart and
P&G's lead. Game Day Traditions raises chances that women will join
conversations on Super Bowl because the use of ‘a Mommy Blogger’ is a robust technique
for marketing.
The
strategy can be successful in the long-run due to its low cost as compared to
Super Bowl spot. However, several challenges exist including the advertisement
of unnecessary products in between the video scenes. This may be unattractive
and inappropriate to most women. In addition, given the roughness that NFL
games entail, it is hard to make brand videos like ‘Game Day Traditions’ attractive and effective to a section of the
targeted audience. Still, it is possible
to cover multiple brands and target a distinct market segment.
Several
questions arise about the effectiveness of Wal-Mart and P&G marketing
strategy. First, can the allied companies sustain the strategy in the long run
given the market uncertainties and a possibility of the undesired outcome? What
is the alternative strategy should the branding be rendered ineffective for
Super Bowl? Is it possible to incorporate other influential women outside the
NFL sphere?
References
Klara, R. (2016). How
Walmart and P&G Are Trying to Reach Female Fans with Super Bowl Social
Effort. Adweek. Retrieved from
http://www.adweek.com/news/advertising-branding/how-walmart-and-pg-are-trying-reach-female-fans-super-bowl-social-effort-169150
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