C21 Wants a ‘Home Field Advantage’ on Super Bowl Sunday

The Super Bowl is less than a week away and fans are abuzz in anticipation for the “HarBowl” or the “SuperBaugh,” as the matchup between San Francisco 49ers and Baltimore Ravens pits sibling coaches against one another.

But football in general is a family affair — especially among viewers. According to Century 21’s Big Game Survey conducted in December, 84 percent of Americans watch the game from the comfort of their own home, a friend’s home, or a family member’s home.

“It gives us an unprecedented opportunity to tell our story in front of the largest TV viewing audience of the year,” said Century 21 Chief Marketing Officer Bev Thorne. “What’s great is it’s set in the home, which is the heart and soul of the services we offer.”

Drawing a record 111.3 million viewers last year, Super Bowl game day has evolved into a celebrated multimedia phenomenon, infiltrating YouTube channels, Facebook statuses, and Twitter feeds. It’s also a big game day for advertisers — and Century 21 is in the huddle again this year.

Last year, they became the first real estate company to advertise during the Super Bowl in 21 years. The commercial featured Donald Trump, Deion Sanders, and Apolo Anton Ohno working with a Century 21 agent who does it “Smarter. Bolder. Faster.”

“Because [the Super Bowl] brings together friends and family in a very familial environment, it’s a great opportunity for lots of conversation, so we’re putting our Century 21 agents in the middle of those conversations,” Thorne said.

Super Bowl advertisers paying between $3.7 million and $3.8 million per 30-second ad spot. For Century 21, that investment paid off in 2012.

Following the release of their first Super Bowl ad and subsequent “Smarter. Bolder. Faster.” ad campaign, Century 21 received nearly 1.5 billion media impressions in 2012, reaching across the spectrum of business news, entertainment, and sports outlets. On top of that, traffic to Century 21 Web sites went up 40 percent year-over-year in 2012, according to comScore analytics.

“We like to credit ourselves with having called the turn in the market last year. That’s why we were in the Super Bowl, we knew it was time,” Thorne said.

The company hopes to keep the momentum going during game day this year, with an ad that’s a little more comedic. It plays off of the moments in time that change a person’s life, such as weddings or going to college. Instead of utilizing celebrities, this ad will focus on the agent as the celebrity.

“By virtue of its placement during the Super Bowl, just before the spring selling season, we are signaling not only a strong vote of support for our Century 21 agent, but for the housing marketing in general,” said Thorne. “The very fact that we are investing in this kind of advertising is a very strong vote of support for the continuity of the strength of the market.”

You can preview the entire ad starting today:

Also, click on the infographic below to zoom and view stats from Century 21’s Big Game Survey:

Erica Christoffer

Erica Christoffer is a multimedia journalist and contributing writer and editor for REALTOR® Magazine. She can be reached at echristoffer@realtors.org.

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  1. Great information here, I was unaware that Century 21 was a part of the super bowl commercials last year, these are some good statistics.