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Rocket Adds Live ‘Country Roads’ Sing-Along to Super Bowl Commercial, in Bid for ‘Moment of Unity’
Rocket Cos. added a live in-stadium sing-along to its Super Bowl commercial, betting that 'Take Me Home Country Roads' would create a moment of unity
Rocket’s hopes were emblematic of those of many advertisers seeking to court consumers from all walks of life in an era when the rise of social- and digital media has pushed the average person to become more tribal. Advertisers need to find a way to appeal to them all — especially at the Super Bowl, one of the few remaining traditional TV events that draws a massive audience from all walks of life to a simultaneous viewing session. TV networks routinely give Super Bowl sponsors an extra on-air shout-out with the use of “billboards,” or snippets of coverage that might put a logo on screen or have an announcer tell viewers that the program is “brought to you by….” But a sing-along adds a longer piece to the mix.
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