By: Bill Grizack
Sir Isaac Newton’s first law of motion states that an object in motion continues in motion with the same speed and in the same direction unless acted upon by an unbalanced force.
Big Game advertisers are certainly hoping that they are creating an “unbalanced force” before and during the most watched television event annually. Their intent is to create additional momentum for their brands and place them on new, growth-orientated trajectories.
After all, with the largest consumer mass positioned to consume a brand idea, one can only expect that we will get more momentum (momentum = mass*velocity; more mass must mean more momentum).
So, why does a Big Game ad not always work?
The answer is simple once you apply physics. In today’s age, ideas are put into the hands of consumers, and it is their action with those ideas that determines the success or failure of a campaign. Consumers amplify or slow the momentum of an idea through their interactions with it. We clearly must respect the laws of physics and use those laws to understand which ideas are moving and which are not.
In coming weeks, The Variable and McKinney will apply Newton’s first law to understand how much work is created for (by?) each of the Big Game advertisers. We will also measure that work to answer key questions -- was the impact of an ad positive or negative? How closely does the idea connect to a brand and to consumer values? All of this will culminate in an ultimate winner -- not based only on talk, but on how much energy was created by consumers for the brand.
So who will win and why? Right now, no one can predict the outcome. But we do know that the winners and losers won't be determined by creative brilliance alone, but by how consumers take an idea and run with it. As Sir Isaac said, “I can calculate the motion of heavenly bodies but not the madness of people.” We hope to at least measure that madness.
This website exists for market research purposes only and is not affiliated with or endorsed by the National Football League, television networks, social media services or the brand identified in any reports.