Context and relevancy are supposed to be the next big things. But to actually serve contextually relevant content isn’t just a challenge for personalized, digital media. Even in the world of TV, where programming is known months in advance, brands still drop the ball — like Pepsi did in the NFL conference championship broadcasts last week.
For Sunday’s NFC Championship game in Philadelphia, played between the Minnesota Vikings and the Philadelphia Eagles, Pepsi seemed to run just one commercial: A Dallas Cowboys spot that ran at least three times during the game in the Philadelphia area:
So, OK, somewhere the ad buyer said, “This is an NFL game, run our best performing NFL commercial.” What’s the big deal?
Well, that was silly for a bunch of reasons. Not least of which is that the Cowboys didn’t even make the playoffs this year. So, most of their fans aren’t tuning in.
What makes it even worse is this was a game that drew heavy Minnesota and Philadelphia audiences. Sure, fans from across the country watched too, but I bet Philly and Minnesota fans made up half of the audience.
And all of those viewers have one thing in common: They don’t like the Dallas Cowboys.
Minnesota fans have some history with Dallas.
And Eagles fans … well former Eagle Bennie Logan said it best:
Pepsi running this commercial over and over again to Eagles and Vikings fans isn’t just ineffective, it’s insulting. Pepsi might as well have run a Coke ad.
The thing is, in the past, this was OK. You may even think it’s OK today. But it’s not going to be OK tomorrow.
If we’re going to meet the challenges of relevance at the personal level, we need to get our heads out of the sand about marketing at the macro level. You’re never going to bring effective relevancy to your digital content if you can’t recognize that a Dallas commercial was a bad idea this playoff season.
Understand what’s going on with your audience when they’re engaging with your marketing. Why are they there? What do they need? What’s happening around them? That’s what’s going to make your marketing stand out in the years ahead.