UPDATE: Advertising Age has confirmed that backers of Newscastle's "crowdfunded" Super Bowl ad -- really a regional buy during the game, backed by a crowd of other brands that want a share of the stunt -- now include Krave Jerky, Jockey, Brawny, Match.com and Polished Dental.
Band of Brands got brand-ier thanks to @Mcclurespickles, @SharperImage, and @Boostmobile. #BandofBrands pic.twitter.com/4KGNYWSJlE— Newcastle Brown Ale (@Newcastle) January 16, 2015
Newcastle Brown Ale has found some takers for its "crowdsourced" Super Bowl TV ad, a regional buy during the game that will include other marketers' logos and messaging -- if they pitch in and help pay.
Brands including Boost Mobile, Beanitos, Sharper Image, Armstrong Floor and McClure's Pickles have agreed to participate in the so-called "Band of Brands" effort, the Heineken-owned brand said Friday on Twitter.
Newcastle is blocked from airing a national TV ad during the game because Anheuser-Busch InBev holds exclusive beer advertising rights. But the brand has secured some local air time during game's broadcast on Feb. 1 on NBC and is recruiting other brands to star in the ad and help pay for it.
Brands began confirming their participation in tweets.
Those who try, never truly fail. Small brands should get to waste money on football's big game ads, too! @Newcastle pic.twitter.com/jPxbCF5AKg— Beanitos (@Beanitos) January 15, 2015
You know what goes great with @Beanitos Chips? Fresh flooring from Armstrong. Let's do this! #BandofBrands #allthatinabagofchips— Armstrong Flooring (@ArmstrongFloor) January 15, 2015
Other brands are expected to sign up. A Newcastle spokesman declined to comment on the other partners. "For a strikingly large variety of reasons, most of which have to do with a strikingly large number of brand lawyers, I cannot comment on or confirm anything other than those that have been announced publicly," he said.