PayPal Uses Super Bowl to Kick Off ‘New Money’ Campaign

Feb. 8, 2016

PayPal Uses Super Bowl to Kick Off ‘New Money’ Campaign Yesterday, PayPal brought “new money” to old media. For the first time since its split with parent company eBay, online and mobile payment pioneer PayPal is engaging in a brand awareness campaign aimed at consumers and it kicked things off during the event most associated with traditional advertising: the Super Bowl. While advertising has been disrupted by Google, YouTube and a host of others (and essentially killed the newspaper industry in the process), the Super Bowl is still the surest way to get your ad in front of the most eyeballs. While the final numbers are not in, experts expect Super Bowl 50’s viewing audience to rival last year’s record of more than 114 million and PayPal used that opportunity to position itself as the leader in “new money.”

“We are in a period of transformation—how people shop; how merchants sell; how people interact with the financial system; the very nature of money itself is changing,” said Dan Schulman, president and CEO of PayPal. “New Money is a celebration [of] the ways technology can help expand and improve financial participation and financial health for billions of people worldwide. We want to reimagine money—enabling new ways for people to securely and affordably manage, move and spend their money.”

The company ran its 45-second spot in the first quarter of the game between Peyton Manning’s Denver Broncos and Cam Newton’s Carolina Panthers (another “old money” vs. “new money” matchup). With 30-second spots having gone for more than $5 million, PayPal is banking on the game and it’s hundred million-plus viewers (including many non-sports fans who watch the game specifically for the commercials) to jump start a brand awareness campaign the company said is “unlike anything seen before from a financial technology company and indicates just how significant the change in money will be to people’s lives.”