Dive Brief:
- Heineken-owned Newcastle Brown Ale has plenty of money to buy a Super Bowl Sunday ad, but because of Anheuser-Busch InBev's exclusive beer advertising rights during the big game, it can't create a national ad campaign—so the company is getting creative.
- Using Parks and Recreation star Aubrey Plaza, the brand created a digital spot called "Band of Brands," which is a call of entries for "first-ever crowdfunded Big Game ad," where littler-known brands can pair up with Newcastle and have its messaging featured in Newcastle's ad during the Super Bowl.
- Newcastle's ad won't air nationally—because of Anheuser-Busch InBev's rights—but instead in selected markets. Heineken hasn't revealed which ones as of yet.
Dive Insight:
The spot featuring Plaza's brand of deadpan humor is quite snarky, as she promises teaming up with Newcastle will "help your brands sell tons of whatever the (bleep) your brands sell." Though perhaps the most important thing to note from the spot is the use of the sharing economy, even if used sarcastically. "You're already sharing your rides and turning your spare bedrooms into disappointing bed and breakfasts. Why not use the sharing economy to share our success?" Plaza asks.
The crowdsourced campaign shows that the marketing team at Newcastle is well-aware of shifting consumer trends and is ready to use it to their advantage. The sharing economy trend could be scary for some marketers, but Newcastle's ad is proof it doesn't have to be.