By Barry Janoff
January 27, 2016: Quicken Loans already has strong ties to sports via naming rights to Quicken Loans Arena, home venue for the NBA's Cleveland Cavaliers and LeBron James; and Fathead, which produces life-size wall graphics of athletes, entertainers and celebrities, and is owned by a group headed by Dan Gilbert, chairman and founder for Quicken Loans.
Now, the lending firm wants to be associated with the Super Bowl, as well.
Quicken Loans will be taking its recently launched campaign, "Push Button, Get Mortgage," with the theme "Rocket Mortgage," to Super Bowl 50 with a 60-second spot during the Feb. 7 broadcast on CBS.
The commercial, "What We Where Thinking," is part of a multi-platform effort that includes a "Push Button, Get Stuff" sweepstakes, in which people can be eligible to win hundreds of items from, and inspired by, the commercial.
CBS has charged upward of $5 million for 30-second national spots during the game, according to industry analysts
According to Quicken Loans, the premise of the Super Bowl spot is, "What if we did for mortgages what the internet did for buying music, plane tickets and shoes?"
Quicken Loans is part of a growing trend that has seen marketers activate earlier, and then extend their campaign longer and to more components.
Since Super Bowl XLV (2011), the number of ads released ahead of time, via social media, teasers and other activations, has grown from 8% to 61% during Super Bowl XLIX (2015). In addition, the number of ads that have included what could be described as a social component within their message has gone from 8% to 51% over the same period, according to research and consulting firm Ace Metrix, Los Angeles.
"There's no better place to communicate how Rocket Mortgage will help Americans reach their homeownership goals, and in turn impact the entire economy, than during America's favorite game," Jay Farner, president and CMO for Quicken Loans, said in a statement. "It's always been our mission to help Americans buy the home of their dreams utilizing the easiest mortgage process possible. Quicken Loans' Rocket Mortgage technology was developed with that mission in mind."
The Super Bowl spot, via Minneapolis-based Fallon, shows how Rocket Mortgage is the "first end-to-end completely consumer-driven online and on-demand mortgage experience, and how it will positively impact America." It is scheduled to air during the first half of the game, then go into regular rotation.
A voiceover explains, "If this new mortgage experience from Quicken Loans can turn an intimidating process into something less daunting, more people will buy houses. If more people buy houses, they will need kitchen gadgets, appliances and furniture for their house. We will then need more people to make those amenities. With more craftsmen employed, they will also buy houses . . . and so on."
"Push Button, Get Stuff" sweepstakes prizes include a living room package, a Viking Range, Kitchen Aid mixers, Blendtec blenders, Shinola bikes and a $100,000 grand prize which the winner can use to "help pay off their mortgage or buy a new home." (Details here.)
"We are giving away items American families could use in their homes, and in keeping with the theme of our Super Bowl ad, all of the products were made right here in America by hardworking American craftspeople," Farner said.
"This is exactly the story the ad tells — how much the simple act of buying a home impacts the entire American economy. We are proud to support American workers and it is now easier than ever for those workers to buy a home using Rocket Mortgage," said Farner.
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