Peta’s Interesting Marketing Campaign and Audience Change

For a very long time, marketing, for a lot of products, has consisted of advertising on television. Television advertising at prime time is the most notable as it is the most desired advertising slot, and the most expensive. The Super Bowl is the biggest day in American sport each year. People all over the country turn on their TVs to be involved in the event. This means that the advertising slots are very sought-after and many Super Bowl advertisements have become iconic. Perhaps due to the sheer volume of people that collectively watch them at the same time. 

One particular example is from the 1983 Superbowl: Apple’s first advertisement. Watch below.

The Super Bowl continues to be extremely popular although audiences are moving away from traditional television advertising. This brings me to a particular marketing campaign that was brought to my attention in this week’s Media Audiences seminar.

Peta (People for the Ethical Treatment of Animals) produced an advert called Vegans Last Longer containing rather  ‘steamy’ scenes. This advert was put forward for Super Bowl 50 and was subsequently banned as it was deemed inappropriate and not audience friendly. However, what Peta have cleverly done by producing an advert and having it be banned by the biggest sporting event imaginable; they have managed to gain a much larger audience. They went from broadcast (TV) to viral (the internet).

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Whether or not the advert was real or not, Peta managed to gain more attention by being censored than in being a part of the Super Bowl: ‘Since news broke that the advert was banned it’s received a huge amount of attention, winning 1.1 million YouTube views in just three days.’ (The Telegraph, 2016).

In conclusion, Peta’s marketing campaign is a good example of how advertising is changing and how audiences are moving. Audiences are not as heavily available on one platform alone and are not as heavily available within traditional television any more. Peta’s marketing campaign removed themselves from traditional television advertising and placed themselves into a larger audience throughout the internet; a place where people can share, write and acknowledge news in a matter of seconds.

Rachel Measures

Check out more about Peta’s ad campaign at the link below.

The Telegraph (2016). Peta’s NSFW Super Bowl 50 advert banned by TV execs. [Online]. Last updated 28 January. Last accessed 30 January. http://www.telegraph.co.uk/news/newstopics/howaboutthat/12127792/Petas-NSFW-Super-Bowl-advert-banned-by-TV-execs.html
 I do not own the above image, it is from: http://www.slate.com/blogs/browbeat/2014/01/31/funny_super_bowl_ads_are_getting_more_violent_are_they_actually_selling.html
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