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Sara Fischer: Yahoo debuts first consumer ad campaign in years
Yahoo on Sunday aired its first major television ad in years during the Super Bowl, a positive sign of momentum for the tech giant since it was acquired by private equity giant Apollo in 2021.
Why it matters: It’s been more than two decades since Yahoo’s last Super Bowl ad in 2002. The company, which turns 30 in March, has been focused on product improvements across its mail, news, sports, and finance divisions for the past four years. Now, it’s ready to make its pitch to consumers.
Zoom in: Yahoo’s Super Bowl ad, featuring actor Bill Murray, kicked off Yahoo’s new commercial campaign around the power of its revamped email platform.
- The 15-second commercial, which aired in top markets during the Super Bowl, invited viewers to email Murray to receive a fun, short story in their inboxes.
- According to Yahoo, [email protected] received nearly 150,000 emails in the first two hours following the ad airing, plus millions of views and engagements across social.
- Viewers were directed to tune in to Yahoo’s “BillCam” on Yahoo.com and Yahoo Sports on desktop or mobile, where Murray responded to fan emails in real time.
- Following the ad, viewers were able to engage with the story across mediums — from catching a glimpse of Bill “answering their emails” on Sunday night at Yahoo.com on Yahoo’s official “Bill Cam” to partnerships with social influencers including Dude With Sign and FJerry.
The big picture: The ad marks Yahoo’s reentry into the cultural zeitgeist as it looks to establish itself as a friendly, useful internet company in an era where Big Tech’s reputation is divisive.
- “Yahoo has been part of people’s lives for decades, with nearly 90% of the U.S. internet population coming to Yahoo each month. But not everyone may remember what Yahoo stands for,” said Yahoo chief communications officer Sona Iliffe-Moon.
- “As we turn 30, it felt like the right time to get back into culture and conversation.”
This article is written by WWSG exclusive thought leader, Sara Fischer.
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