Goldberg’s Magical Advertisements Creative Writing Example

Hogging the Limelight at the Super Bowl

Allendale, MI- Advertising is an amazing industry! The incredible amount of planning that goes on behind the scenes to make an impact on the consumer can seem staggering. Industry insider Jocelyn Goldberg is a 2010 graduate of Grand Valley State University. She is now employed as a brand strategist for advertising giant Weiden+Kennedy and has several years’ experience working on advertisements targeted for the more than 100 million viewers of the annual Super Bowl. She is prepared to give us a peek behind the curtain, so we might see how it all comes together to influence our ideas and our purchases.
Ms. Goldberg returned to the Pew Grand Rapids Campus to present an informational session titled “Hashtags Don’t Break for Halftime: Inside Coke’s Social Media War Room” on Friday, January 16, from 5:30-7 p.m. in Loosemore Auditorium located in the Richard M. DeVos Center (Giffles, 2015). Describing the upcoming event, Goldberg said, “My presentation will reveal all of the preparation and real-time efforts that happen behind-the-scenes during advertising’s biggest event of the year: the Super Bowl. I would encourage people to attend if they have any interest in advertising, as it will expose much of the intricacies and realities that are often overlooked and have yet to be fully understood given today’s ever-changing digitally-led landscape. I would also encourage people to attend if they would like to learn how to utilize real-time marketing for any business.” The presentation was attended by over 200 enraptured students and focused on the advertising strategies used during the mega event of the Super Bowl and others of the similar large scale, like the Academy Awards.
Goldberg attributed much of the success of the ad campaigns to the utilization of social media and a real-time, on-line response platform she called a war room. The war room is a place where people come and interact with each other, sharing opinions about what they’ve been watching. It is an open forum, a web address at the end of a 30 or 60 second television commercial. Viewers then log on and continue the conversation that would otherwise have ended at the conclusion of the ad. Goldberg described it like this, “With a social presence, brands are better able to come to life and allow more human-like interactions. When brands are on social media, consumers can have a feeling of comfort and loyalty, thus creating a deeper connection to the brand.” She also spoke about marketers using social media during large events to target the ads to a much smaller target audience at a lower cost, “More data, no risk, lower price”. Goldberg's presentation is sponsored by Grand Valley's School of Communications and AAF West Michigan (Giffles, 2015).

References

Ermoyan. J. (Jan. 20, 2015) Hashtags Don’t Break for Halftime. Retrieved from http://www.grand- pr.org/blog/2015/1/20/hashtags-dont-break-for-halftime Feb. 17, 2015
Giffles, Joan. (Jan. 19, 2015) Notes From #the War Room. Retrieved from http://www.gvprssa.com/blog/notes-from-thewarroom Feb. 17, 2015
Makowski, Matthew. (Jan. 8, 2015) GVSU alumna to share insider secrets for creating successful super bowl ads. Retrieved from http://gvsu.edu/gvnow/?articleId=EC02705D-9560-507A- 317AB723500044E1 Feb. 17, 2015