Media agency Initiative has launched the inaugural Marketing Multi ahead of this year’s Super Bowl for industry experts to test their power of prediction against the market.
The Super Bowl is a platform that captures the cultural zeitgeist and setsnew benchmarks in creativity. With this comes a wave of industry predictions and commentary, with very little accountability, so this year Initiative is helping people put their money where their mouth is (figuratively speaking) when it comes to predicting the big game’s ads.
The platform has been built by Initiative’s Cultural Analytics department, crowdsourced from experts around the world to create 50 markets punters can predict with odds updating live every day.
From “Ryan Reynolds crashing an ad”, “Last minute Tom Brady Retirement Respect Spot” to “Two Chainz talking about Block Chain” the markets feature a series of strong possibilities, dark horses and wild speccies to make it interesting.
While there’s no actual cash on offer for the winner there is industry bragging rights for the person with the highest performing multi. There is no limit to how many entries an individual can make, open to all agencies, marketers, media owners, or anyone wanting to have a punt.
“The Super Bowl remains truly unique as a moment in time where marketers collectively bet big on creativity,” said Initiative Chief Strategy Officer Chris Colter.
"So instead of sharing prediction articles, Top 5’s or Super Bowl Bingo cards, this year we wanted to push it a bit further and have some real fun with it.”
Ryan Haeusler, Head of Communications Design, Initiative Sydney: “What makes this platform great, is that it’s essentially calculating the perceived probability of each outcome through odds, based on everyone’s bets. It's not based on subjectivity or fake 'big data' but real human prediction. I cannot wait to see how well the Aussie market knows the US.”
Markets open HERE
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