Thursday, February 17, 2022
5-6 p.m. PST
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At a hefty reported cost of $6.5 million for a 30-second spot, the return on investment (ROI) of a Super Bowl ad has always been a hotly debated topic among marketers. This hasn’t deterred big and emerging tech brands, however, which are increasingly making up a good portion of the ad lineup.
Why the Super Bowl? The annual event is viewed as the ultimate consumer outreach platform. Viewership figures are unparalleled and, in an age where advertising is seen as obtrusive, the audience actually looks forward to the ads. The onset of the pandemic in 2020 has also underscored how technology has become an intrinsic part of consumers’ lives. For tech brands looking to ramp up awareness and consumer adoption of their product/service, the Super Bowl may just be a worthwhile investment.
For nearly a decade, the Albers School of Business and Economics’ Marketing Professor Mathew Isaac has been rating Super Bowl ads using the ADPLAN framework devised by professors at Northwestern University’s Kellogg School of Management. This year, he and Assistant Marketing Professor Jennifer Hong will turn their analytical eyes on ads from tech brands. Which ones work? Which ones need more work? Which ones will cut through?
In collaboration with tech news publisher GeekWire and organized by the Seattle University chapter of the American Marketing Association (AMA), the 2022 Tech Bowl is open to anyone who is interested in advertising, marketing, sport marketing, and Super Bowl commercials. For students thinking of pursuing a degree in marketing, the event is a sneak peek at what Albers’ marketing program has to offer.
Sign up to join Professors Isaac and Hong as they dissect this year’s crop of tech ads and share insights on effective ad creation:
A number of tech brands will be first-time participants at this year's Super Bowl ad stakes:
Brands that are returning to the stage are below. Watch their last ads at past Super Bowls:
Mathew Isaac, PhD joined the marketing department of Albers in 2011. His research focuses primarily on consumer judgment and decision-making, examining how contextual and motivational factors influence product evaluations and purchase intentions. He obtained his PhD in marketing at the Kellogg School of Management and his MBA, with concentrations in finance and strategic management, from the University of Chicago’s Booth School of Business.
Jennifer Hong, PhD, has been an Assistant Professor of Marketing at Albers since 2019. Prior to earning her PhD in marketing from the Leonard N. Stern School of Business, she completed her master’s in Psychology at New York University and her BA in Economics at the University of Chicago. Hong teaches an introduction to marketing and marketing analytics to Albers students. Her research examines the potential impact of various marketing strategies such as customization, product configuration, and global segmentatio on how consumers judge product bundles as well as each bundled component.
The Seattle University AMA Chapter has been organizing the Super Bowl Ad Review since its inception in 2013. SU AMA has been committed to providing opportunities for students to establish networking connections, delve into developmental career workshops, and hone leadership skills.
With over 50 members, we strive to help students make the most out of their university experience. We have hosted guest speakers from, and arrange headquarter tours to, many of Seattle’s largest organizations including Microsoft, Starbucks, Boeing, Nordstrom, and the Gates Foundation. We make marketing a force to unite students in achieving their goals.
The American Marketing Association is a professional association for marketing professionals with 38,000 members, 70 professional chapters and 250 collegiate chapters across the United States.
Photo shows SU AMA Communications VP Carson Price (left) and President Ben Jones-Rice at Induction Day last September 2021.