This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Small Shops Often Aim for Edge in Bowl Ads

"I would think the Super Bowl probably put Go Daddy on the map," says Tom Egelhoff, founder of Small Town Marketing.com. "They were a relatively unknown company a few years ago, but they had some very inventive ads. It was probably a stretch for them to be on there."

Smaller companies that air commercials during the event are "either bringing out new products or trying to build a strong brand, like Go Daddy," Strum says.

Groupon, an online daily coupon service in more than 300 markets and 35 countries, is preparing its first foray into television advertising with a spot during the Super Bowl's pregame show. The site, now in its fourth year, has recently been increasing its exposure.

It reportedly rejected acquisition advances made by Google (GOOG) announced three weeks ago that it had received venture capital totaling just under $1 billion.

The Super Bowl will likely be a good venue for Groupon, Strum says.

"They're an emerging company," he says. The commercial will "put them in the spotlight of big business and, given the nature of what they are doing, it makes sense for them."

While Groupon could follow the path of Salesgenie and even Go Daddy, last year's Super Bowl commercial by HomeAway is a good example of how smaller companies can benefit from positive exposure.

The Austin, Texas-based business posted its first Super Bowl ad last year, in which it spoofed the roles of Chevy Chase and Beverly D'Angelo as Clark and Ellen Griswold from the movie National Lampoon's Christmas Vacation.

"They're back again this year, so clearly it worked," AdAge's Steinberg says.

HomeAway founder and CEO Brian Sharples said in a November release announcing the new ad that the first, "Hotel Hell Vacation," generated a 500% increase in consumer visits to the website the day after the Super Bowl and 1 million incremental page views in a 24-hour period.

The commercial was "widely recognized" by the industry as "one of the best commercials aired during the game for driving business results and engagement ... We've set a high bar to make an even bigger splash with next year's campaign," he said.

-- Written by Laurie Kulikowski in New York.

To contact the writer of this article, click here: Laurie Kulikowski.

>To submit a news tip, email: tips@thestreet.com.

RELATED STORIES:



Follow TheStreet.com on Twitter and become a fan on Facebook.

Disclosure: TheStreet's editorial policy prohibits staff editors, reporters and analysts from holding positions in any individual stocks.
3 of 3

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 18,053.71 +23.50 0.13%
S&P 500 2,088.77 +6.89 0.33%
NASDAQ 4,806.8590 +33.3870 0.70%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs