When New York’s Death Wish Coffee Co. won a Superbowl commercial (via Intuit QuickBooks’ small business promotion), the impact on their business was immediate and sustained. As DW’s Operations Manager said, “In 30 seconds, we tripled in size!”
It’s a great story for Death Wish, a great story for Intuit QuickBooks … and a great story of the power of mass-media TV. But is that all there was to it?
For starters, what a memorable name. Backed by a smart and iconic brand identity.
Then there’s the ad itself. To win the competition, the commercial was voted for – online, we might add – by the general public and Intuit staff. So the odds were already high that it would be a popular and memorable spot.
And then there’s the activity done to support and leverage it. The Death Wish PR machine and social team are each highly active and extremely persistent. A quick look at the DW Facebook page shows regular, often more than daily, updates – and a highly engaged fan base as a result.
So, does a single 30 second Superbowl commercial bring business success? The answer, it seems, is yes … when it’s part of a clever, longer term, strategic marketing plan and presence.
And it helps if it’s an epic ad, to boot: