Molson Coors is breaking a 33-year freezeout from in-game Super Bowl advertising now that Anheuser-Busch InBev surrendered its exclusive Super Bowl ad rights in the alcohol category. Molson Coors officials said as far back as last summer that it would run a Super Bowl ad but tried to make the identity of the brand a topic of pre-game speculation hype.
The company kicked off the guessing game with a full-page ad in the New York Times on Jan. 17, in which both brands made their case to appear in the 30-second spot.
The partnership with DraftKings takes the predictions several steps further and comes as online betting gains popularity among fans. The American Gaming Association reported that almost 50 million Americans were expected to bet on the NFL this season, Molson Coors said.
DraftKings also plans to run a separate ad starring comedian Kevin Hart. And its top competitor, FanDuel, is also in the game with its own gimmick—a live ad showing Rob Gronkowski attempting a 25-yard field goal. FanDuel is promoting the stunt with ads on TV, social media and other digital channels in a move to drive FanDuel subscriptions ahead of what is the biggest gambling day of the year.
from Digital Marketing Education https://ift.tt/EC6j0Gu
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