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Article: MicroStrategy plays on Super Bowl;Company bets on reaching decisionmakers.
- Article from:
- Advertising Age
- Article date:
- December 6, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It doesn't matter to Joe Payne if the average football fan is still preparing chips and dip two hours before the Super Bowl or has left the couch by the fourth quarter.
Mr. Payne, VP-worldwide marketing at MicroStrategy, an e-business services company, is targeting his company's five 30-second Super Bowl Sunday slots at the marketing executives who he's betting won't miss a commercial during the advertising event of the year. The company spent $2.5 million on the slots; four will be during the pre-game show and one in the fourth quarter of the game.
The TV campaign, combined with a print effort that broke in December magazines such as Business Week and ...