Sunday, February 7 marked the 44th annual gridiron grapple, also known as Super Bowl XLIV. Besides the actual game, fans enjoy watching the introduction of kooky and zany commercials by big businesses who can afford the $2.5 to $3 million price tag for a 30-second spot. But with ad space so expensive, what small business can afford to benefit from the Super Bowl?
The economic crisis has affected everyone, and even giant mega-corporations see that the little guy is struggling. As a change in the Super Bowl advertising paradigm, some companies directed their focus to small business.
From MillerCoors to Four Small Businesses
Take, for instance, the MillerCoors Co. Their Miller High Life product is a popular Super Bowl advertising subject. In 2009, Miller High Life sported a simple 1-second ad during the game. This year, however, instead of promoting their own product in 30-second spots, they purchased advertising time and donated it all to four small businesses located around the country!
Of course, Miller High Life will get mentioned, but to offer the biggest advertising event to a virtually unknown small business who otherwise couldn’t afford it is a big nod for the little guy. The four businesses are a corner barbershop in Escondido, CA, a music shop in Phoenix, a candy shop in New Orleans, and a baseball card and collector shop in Chicago. The owners of these businesses state on the MillerHighLife.com website that that commercials will be “life changing.”
Pepsi Donating Super Bowl Funds to Small Businesses
Another big Super Bowl regular is Pepsi. However, instead of seeing their ads during the game this year, they are donating their Super Bowl budget toward small businesses by offering grants from $5K to $250K. Their Pepsi Refresh Project is their way of helping the economy and is aimed at helping small business and new business ideas get off the ground. To be awarded a grant, people need to nominate a small business, and the ones with the most votes get the monetary nod.
The Super Bowl debuted plenty of new and exciting commercials, but this was the year for small business to get a small share of the Super Bowl mania.
