How would you spend Super Bowl advertisers’ dollars 3m?

NEW YORK: Imagine a Super Bowl played out by teams of professionally trained pug dogs in a tent shaped like a Pet Bowl. Or how about a BMW promotion in which a 323 Sedan is given away to a lucky winner in each of the 50 states? Maybe a dollars 1 million sports trivia competition at McDonald’s dubbed ’Who Wants to be a McBillionaire?’

NEW YORK: Imagine a Super Bowl played out by teams of professionally trained pug dogs in a tent shaped like a Pet Bowl. Or how about a BMW promotion in which a 323 Sedan is given away to a lucky winner in each of the 50 states? Maybe a dollars 1 million sports trivia competition at McDonald’s dubbed ’Who Wants to be a McBillionaire?’

NEW YORK: Imagine a Super Bowl played out by teams of

professionally trained pug dogs in a tent shaped like a Pet Bowl. Or how

about a BMW promotion in which a 323 Sedan is given away to a lucky

winner in each of the 50 states? Maybe a dollars 1 million sports trivia

competition at McDonald’s dubbed ’Who Wants to be a McBillionaire?’



These are just some of the weird and wacky campaigns dreamed up on

behalf of Super Bowl advertisers for Super Bowl Fantasy II, PRWeek’s

alternative take on the annual advertising jamboree.



’With a 30-second commercial costing dollars 3 million for the airtime

alone, we wanted to challenge the Super Bowl advertising mind-set,’

explained PRWeek editor-in-chief Adam Leyland. ’This Madison Avenue

ritual has become the most expensive PR stunt on the planet. We believe

there are often more cost-effective ways to gain attention.’



Participating firms include Ruder Finn, Text 100, Access Communications,

Brodeur, Edelman and PNM Sports.



- See Super Bowl feature, p18



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