After Peyton Manning's second Super Bowl win, at the post game interview he told a reporter that he was going to "drink a lot of Budweiser" to celebrate.
With many companies paying $5million a pop for 30 second commercial spots, the marketing team at Budweiser were cock-a-hoop at this free endorsement. From a marketing perspective it was so compelling because it felt so natural.
In our B2B world we are lucky that natural endorsement is a very established part of the game. On countless occasions, we see senior execs from influential brands leaving their families, jumping on planes to come to conferences and talk about the brilliant experiences they have had with our customers. You always know when the case study has been game changing for the speaker, you know it is their absolute and natural delight to come and tell their success story.
The best B2B brands tap into this natural evangelism, because natural endorsement can be the best marketing tool in the game.
Brand and marketing expert Mark Borkowski said Manning’s endorsement of Budweiser was far more valuable to the brand than any commercial during the game could have been, because moments that appear to be “so off the cuff and so innocent have so much more cut through [than traditional adverts]”. Advertisement Borkowski said it was not possible to work out how much Manning’s endorsements were worth to Budweiser, but said it would be much more than than the $5m many companies paid for 30-second commercial slots. Borkowski said advertisers that had paid out a record total of $377m on the Super Bowl would be “kicking everybody down the street this morning”. “They’ll be pretty pissed off, more than pissed off,” he said. Last year’s Super Bowl drew an average of 114.2m viewers in the US alone.