Introduction
Romein (2020) states that advertisement focuses on achieving four significant objectives: continuity, trial, switchback, and brand switch. Furthermore, Super Bowl provides an effective platform for the organizations such as National Foot League (NFL) to extend their reach above a one-minute T.V. slot and capitalize on millions of viewers who usually tune into the channel (2020 Super Bowl Commercials, 2020). Inspire Change aims to spread the message of social justice in the wake of increasing cases of police brutality that have led to the deaths of many Americans.
The Chosen T.V. Advert (Inspire Change)
Inspire Change is an advert featured in Super Bowl Commercial 2020 with the leading speaker known as Anquan Boldin. Additionally, the advert is a minute-long clip in which Boldin, a former Arizona Cardinal, confesses to the disturbing event, which led to the murder of his cousin Corey Jones (2020 Super Bowl Commercials, 2020). Corey Jones is believed to have died in the hand of a police officer in 2015 when Boldin was playing for the San Francisco 49ers. In the advert, Boldin, through a voiceover and intercut re-creation of images of Jones and emotional footage of their family members, is explaining to the viewers what unfolded on the night of his cousin’s death (2020 Super Bowl Commercials, 2020).
The ad reveals that Corey Jones was shot three times by a plainclothes police officer in the road. Boldin says that “there are some things just bigger than football” (2020 Super Bowl Commercials, 2020). According to the ad, the United States needs to affect changes as far as social justice is concerned. In addition to this, the speaker in the advert emphasizes the importance of unity through players’ coalition.
Marketing Objectives
Advertisements in commercial stations have three primary objectives: to remind, persuade, and inform audiences. It creates and promotes awareness concerning brands, services, ideas, and products (Sallam and Algammash, 2016). Throughout the advert, Boldin invokes his cousin’s memories to encourage Americans’ behavior to change towards the theme of social justice (2020 Super Bowl Commercials, 2020).
Moreover, the ad established that the NFL has a duty apart from sporting activities to champion the wellbeing of all Americans. Furthermore, the NFL understands that millions of Americans are watching sports activities; therefore, presenting the ad using sports content will reach many people (Tao et al., 2020). Content is critical in modern society to increase the effectiveness of adverts (Tao et al., 2020). Notably, to reach out to the targeted audiences, Inspire Change focused on producing content that grabs the attention instantly. It is necessary to ensure that the content suits the brand values and passes the right message concerning society and the general public.
The message of social justice in the advert is coming at the right moment when Americans are grappling with increased cases of social injustice, especially police brutality. Additionally, content marketing is facing numerous competitions from other businesses worldwide, making it mandatory to focus on the relevant message (Tjondronegoro, 2017). Furthermore, advertisement calls for a strategy that enables organizations to be unique and creative in their posts (Tjondronegoro, 2017). Inspire Change is creative in passing its message by emphasizing the unity of the people (2020 Super Bowl Commercials, 2020). The unity is drawn from the concept of a player’s coalition that has played a crucial role in ensuring that justice is served regarding Jones’ death.
Nevertheless, racism, sexism, financial inequality, and homophobia are still an unfortunate occurrence among many societies, leading to campaigns that seek to change behaviors and attitudes. Persuading consumers is usually the primary objective of many advertisments (A.I. and Ali Khan, 2020). The one-minute clip of Inspire Change empowers people to be actively involved in ensuring equality in the community. In addition to this, the advert encourages people to take Change action to bring justice to the families that suffer the effects of social injustices in America. Video marketing is a powerful tool in the contemporary world because it catches the attention of many people (AI and Ali Khan, 2020). The advertisement has promoted social messages and inspired social actions towards equality and justice to all Americans.
Target Audience
The Inspire Change ad is for football and sports fans, comprised of all age groups in society. Target audience denotes a group of consumers in the advert (Li, Larimo and Leonidou, 2020). Moreover, social justice is a common theme covered in the social, religious, and sports sectors. Every American should be concerned about social welfare; therefore, the advert appeals to sports viewers and the general public.
The ad’s positioning strategy allows it to focus on the theme of social justice in America (Li, Larimo and Leonidou, 2020). Notably, sports are identified by young people in the modern world; therefore, attaching the theme of social Change to sporting activities is relevant mainly to the young generation (Li, Larimo and Leonidou, 2020). Furthermore, the main objective of T.V. advert’s position strategy is to appeal to audiences of all age groups (Raja, 2020). Moreover, advertising managers have a clear understanding of target audiences, demographics, education, interest, and social status, which is critical in placing ads.
Integrated Advertisement
Numerous organizations globally acknowledge the impacts of social media as far as engaging and attracting customers is concerned. Over the past decades, the number of companies that use their social media platforms such as Facebook, Instagram, and Twitter has increased tremendously (Yuan and Lou, 2020). In the past five years, the amount of organizations that employed people to work on marketing their services and products in social media has risen to 78% from 67% in 2015, indicating that a platform is a powerful tool in enhancing business performances (Yuan and Lou, 2020).
Moreover, companies must use the opportunity to their advantage by maximizing the effects of social media marketing strategies. Establishing the organization’s goal and how to achieve it is key before embracing the idea of integrating Tv advert and social media campaign.
Facebook provides a good opportunity for the NFL to advance its advertisement activities due to its impact to reach a wide range of users. Additionally, many people worldwide are using the Facebook platform because it is relatively cheap to install and register an account (Dwivedi and McDonald, 2020). Furthermore, it allows for higher engagement between the organization and the customers (Dwivedi and McDonald, 2020). The organization’s primary audiences are youths or young adults who are very active in social media; therefore, it can use the opportunity to advance its campaign for social justice.
Integrating social media campaigns with T.V. ads is essential for the organization because it assures the longevity of the brand. Tv is still presenting the best space for marketers to catch mainstream audiences facilitated with technological enhancements (Raja, 2020). Moreover, the massage of social justice is not for specific audiences; both older adults who presumably spend much time on T.V. programs and the young people referred to as a digital group in the social media are actively engaged if the two systems are integrated (Raja, 2020). Thus, the effect of using both social media and T.V. ads is to ensure that no age group is left out in this important advertisement (Raja, 2020). The designed social media campaign will looks as follow:
Platform
About the Organization
NFL is a professional football organization in the United States, created in 1920 in Ohio, Canto, as the leading American Professional Football Association. It is best known for its magic of producing the best athletes around the world. Every Sunday is a holiday in the NFL season, and the 111 million fans from America sit down to enjoy the broadcast game.
Goal
To achieve full and equal contribution of all group members in the society with equity, participation, access to justice, and rights.
Solution
NFL organization understands the influence of social sites such as Facebook in the digital era. It is easier for the fans to create their accounts, log in, and explore numerous topics on the platform (Tjondronegoro, 2017). The organization creates an opportunity for its fans and many other Facebook users to build a just society. Everyone is guaranteed human rights irrespective of color, educational background, profession, age, and social status (Tao et al., 2020). To help create awareness on social justice and emphasize the importance of unity of purpose among all generations. Facebook presents a brilliant opportunity for the NFL to optimize campaigns aiming at influencing positive Change in the U.S.
Oneness is critical to overcome social injustices and promote love, unity, and humility.
Results
- 70% engagement rates from platform users
- 100 million followers reached through Facebook
Key Takeaway
The video ad campaign is a valuable strategy for marketing that has a massive impact on targeted audiences (Tao et al., 2020). Additionally, the activities in which Facebook engages clients are likely to achieve the organization’s long-term objective (Antoniadis, Assimakopoulos and Koukoulis, 2019). When the use of the social media site is done appropriately, it sustains direct response by massaging the ads, which is important for the brand’s continuity and sustainability.
Conclusion
In conclusion, advertising is the most convenient way most marketers communicate with their customers. It is the best mechanism many businesses are employing to inform customers concerning the available brands and influence behavior change. Inspire Change ad aims to appeal to everyone in society, including young adults, old, and children, to become change agents regarding the social injustice challenges. The use of T.V. advert is a great idea; however, it should be integrated with social media to expand the base to reach capture more audiences.
Reference List
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