By Zoe Eisenberg
As we recover from our Thanksgiving holiday, many of us are already looking forward to another iconic American celebration. No, not Christmas: the Super Bowl.
Super Bowl Sunday is one of the most popular days for television, with Super Bowl 2012 setting a record for a third year running when it wrangled in an impressive 111.3 million viewers. With this broad audience in mind, it’s no surprise the game has a reputation for not only a stunning display of athletics, but some of the most anticipated and sought after commercial breaks, displaying innovative ad campaigns from a variety of big name companies—real estate included.
Last year, CENTURY 21 Real Estate made bold marketing moves with the first ever real estate commercial to be aired during the Super Bowl. Their memorable 30 second ad featured several famous faces: real estate maven Donald Trump, speed skating champ Apolo Ohno, and Deion Sanders, a former NFL cornerback and Major League Baseball outfielder. The commercial highlighted the winning abilities of Century 21 agents to coincide with the company’s ad campaign, “Smarter, Bolder, Faster.”
Based on the success of the commercial last year, CENTURY 21 is gearing up for yet another game-time display of avant-garde marketing, reaching a broad audience at one of America’s most celebrated moments in entertainment.
“We’re pretty excited,” says CENTURY 21’s chief marketing officer Bev Thorne, who believes the appearance in the Super Bowl last year was a catalyst for a terrific year for the company. “We have had a nice uptick in activity in both the market and our results, and we’ve seen an increase in conversations, leads and closed transactions.”
This coming Super Bowl Sunday the brand will debut another 30-second spot early in the third quarter. In addition, there will be multiple CENTURY 21 pregame commercials and a one hour pregame show sponsorship, all focused on the capabilities of the CENTURY 21 agents.
Capturing the attention of Americans while they are surrounded by all of their friends and family not only bolsters brand recognition, but also word-of-mouth marketing. “The nature of our commercials put our agents front and center from home, where viewers are gathering with their entire sphere of influence.” says Thorne.
“I feel like it’s our participation with these iconic media events that put us front and center of conversation.” CENTURY 21 also aired commercials during the 2012 Olympics, and several other prominent events, allowing the company to magnify the engagement of their advertising.
It’s hard to imagine how Century 21 will top the celebrity faces that were featured in the company’s commercial during last year’s big game, but Thorne assures us they have excited plans brewing for their next ad, which will continue with the “Smarter, Bolder, Faster” campaign. More information will be revealed early in the new year.
To view CENTURY 21’s former Super Bowl advertisements, visit http://www.century21.com/superbowl.
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