Is YouTube the new Super Bowl?

Remember when, in order to see the much anticipated Super Bowl commercials, you had to actually watch the game?

Not anymore.

Acura unveiled its Super Bowl commercial on Monday.

On YouTube.

Six days before the game.

“In previous years, Super Bowl commercials were single-day lightning,” Suzie Reider, head of industry development for the global video team at Google, told The New York Times. “Now, it feels more like rolling thunder.”

Social media has changed the strategy.

“The reason social media is becoming so important is the price tag,” Derek Rucker, associate professor of marketing at Northwestern’s Kellogg Graduate School of Management, said in Newsday. “It’s now about re-watching, discussing and sharing,” he says, adding that “the web has been a huge boon to that.”

Acura is one of several advertisers releasing or teasing their TV spots days, even weeks, before the game. Volkswagen, Honda, Bridgestone, Century 21, Dannon, Doritos, E*Trade, Hyundai, Kia, Lexus, M&M’s, and Teleflora are others.

By the way, as of Tuesday, Acura’s NSX spot has been viewed over 1.4 million times. Watch it below and add to the count.

This entry was posted in advertising, promotion, social media, strategy.

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