claimed to get $100 million in free publicity

Russian translation: см. ниже

15:32 Dec 16, 2020

English to Russian translations [PRO]
Marketing - Advertising / Public Relations

English term or phrase: claimed to get $100 million in free publicity

Доброго времени суток.

For advertisers, the combination of total eyeballs and focused attention is marketing nirvana. Not only do Super Bowl ads get more attention than other ads—experts begin a running commentary weeks before the actual game—but brands get a certain marketing cred just for showing up. A Super Bowl spot gives companies and their anointed ad firms a cachet that can’t be bought.

Except, of course, it can be bought. That’s the point.

And in 2014, the ads were running at a record-high $4 million per thirty-second spot. Even with all those eyeballs, that’s a high price tag when there really isn’t clear evidence that Super Bowl ads lead to sales. Volkswagen ***claimed to get $100 million in free publicity*** from its admittedly awesome ad featuring a kid dressed as Darth Vader (yes, sometimes a Darth Vader costume can work in a brand’s favor), but calculating return is tricky at best. And even if you can do the math, an ad in the big game is still a gamble. Get it wrong, and you lose millions of dollars. More importantly, get it really wrong, and you lose face in front of a hundred million people. As with the oddsmakers, for the advertisers of the world, the Super Bowl is one big bet.

Спасибо.

Mikhail Korolev KudoZ activity Questions: 2412 (2 open) (10 closed without grading) Answers: 130
Local time: 10:02

Russian translation:см. ниже

Explanation:
"По заявлению Volkswagen, вирусная популярность ролика с мальчиком в костюме Дарта Вейдера, опубликованного в бесплатном доступе в Интернет незадолго до SuperBowl, принесла им более $100 млн."

Перевод содержит некое пояснительное отступление, отсутствующее в оригинале, но без него не особо понятно, о чем идет речь.
Ролик с Вейдером - один из самых популярных рекламных роликов в мире в принципе, и самый популярный ролик с SuperBowl. В США он всем хорошо известен, русскоязычной аудитории навряд ли.
История вокруг него такова, что руководство VW решило опубликовать его в сети в открытом доступе за несколько дней до кубка, чтобы нарастить дополнительную популярность, хотя консультанты советовали этого не делать.
Результат - вирусная популярность, миллионы просмотров, статус одного из самых популярных роликов за историю. Отсюда $100 млн. Если бы они не запустили его перед кубком, такого бы не было.

Можете погуглить, это известная история, напр здесь
https://time.com/3685708/super-bowl-ads-vw-the-force/

Selected response from:

Vladimir Alekseev, MCIL

Grading comment

Большое спасибо, Владимир.
4 KudoZ points were awarded for this answer

Summary of answers provided

см. ниже

Vladimir Alekseev, MCIL

Answers

12 mins confidence:

см. ниже

Vladimir Alekseev, MCIL
Works in field
Native speaker of:

Russian
PRO pts in category: 20

Grading comment

Большое спасибо, Владимир.

Login or register (free and only takes a few minutes) to participate in this question.

You will also have access to many other tools and opportunities designed for those who have language-related jobs (or are passionate about them). Participation is free and the site has a strict confidentiality policy.

Return to KudoZ list

KudoZ™ translation help

The KudoZ network provides a framework for translators and others to assist each other with translations or explanations of terms and short phrases.

See also:

ProZ.com term search

Search millions of term translations

claimed to get $100 million in free publicity

Russian translation: см. ниже

Answers

KudoZ™ translation help

Your current localization setting

Select a language

claimed to get $100 million in free publicity

Russian translation: см. ниже

Answers

KudoZ™ translation help

You have native languages that can be verified

Your current localization setting

Select a language