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Kind: captions Language: en he paid 25k for the team it’s now worth something between two and three billion [Music] so today’s episode is going to make me incredibly uncomfortable because I know nothing about sports I was just informed yesterday when Sean texted me he said last night last night he goes let’s do a special on the Super Bowl and it’s this Sunday and so that’s when I found out that the Super Bowl was this Sunday I know nothing at this point and how did you find out did I text you this yeah what do you mean you texted me and you said no I sent you a voice note I hate voice notes I’m not a fan of voice notes but you sent me that and that’s when I learned it was the Super Bowl um I know nothing about this look I know what you’re thinking you’re like look you’re this Macho Man you look like you’re a descendant of Dennis the Menace you’re the you’re nobody says Macho Man since literally the Macho Man was a character in the 80s I know what you’re thinking you’re this All-American hunk you love sports and you’re partially right I am American hunk but I know nothing about sports I don’t pay attention to it all here’s the problem in high school sam looked like a nerd and hung out with a nerd and developed nerd Hobbies but then Sam now looks like a jock I CKY but he still has the nerd Hobbies so you’re the high school quarterback you’re the varsity QB but you still like you know go under the bleachers and you know like smoke weed or whatever I don’t know what what what what your like crew was doing um but but yeah you you fake you fake like sports I look like Napoleon Dynamite in high school there’s no way that I was like I knew anything about sports I don’t know anything about about sports so I’m gonna be what little clubs were you in um there was a history a history club that I that I took part in you and Ben Wilson yeah I participated in the sport track and field where I ended up getting a scholarship for for college and uh cross country I was a cross-country track and field guy I’m sorry I’m sorry I played the best sports a sport requires like a ball and you played you know you played things that just require moving a little faster than normal a slight increase in Pace I have said that I think exercise you should work out so you can either kill and eat everyone in the room or be able to outrun them therefore I only watch UFC boxing and running I’m just trying to I’m just trying to kill and eat and run away that’s all I’m trying to do I’m not trying to like play with the freaking ball yeah you got fighter fight or flight uh as your hobby but anyways either way we’re doing the Super Bowl episode and we’re gonna do a little different so if you listen to this episode here’s my prediction you listen to this episode I guarantee you I promise you at least three kind of like smart alec know-it-all comments when you’re watching the Super Bowl with your family and friends on Sunday because we’re just gonna give you a couple little tidbits that you’re going to be able to say did you know or you know actually and um everybody will hate you but they’ll have to admit that you knew some good [ ] so that’s what you’re gonna get out of this episode it’s all the stuff around the Super Bowl um and that’s where we’re gonna start so Sam I know this was tough for you to do research what were you able to pull out did you have to First Look up the rules of the game or what I I kind of know the rules four downs six points and Three Points uh like when you called me you said Super Ball and I was like that’s called the Super Bowl no you said the Super Bowl was this Sunday and I think I asked if the Lakers were in it um no I I researched the more interesting things which is the rich people who own the team that’s the [ ] dude the best part about sports is watching basketball and trying to guess who the rich people are in the front row and Googling them and reading their Wikipedia that’s the best part that’s basically what I did yeah one of these people does not belong it’s like oh here’s a celebrity in the front row here’s Jay-Z um oh this is 90 year old guy with a 30 year old wife oh let me take a wild guess at who this individual is and how they belong here that’s significantly more interesting so let’s start with the owners because I think that is the uh the interesting place to place to start so the the two so I went through I did this thing I was kind of like a little over the top but I went through it I created a spreadsheet um it’s not done yet but I’m gonna have it done by the end of today because I just got like really into it last night uh of every owner of in the NFL and I basically have all these columns like did they inherit it are they self-made how much did they buy the team for what’s it worth now what does that mean in terms of its annual appreciation for how long they’ve held it and there’s a couple you know that was a pretty interesting process the two teams that are in this right they both of them were kind of like inherited wealth not self-made but the Chiefs owner’s story is very interesting did you just check that one out oh I could tell you all about it I’ve known about them so basically the uh the Philly guy not interesting um yeah I mean basically the guy’s Grandpa started a movie theater uh it expanded they bought other things and it’s just like a nice story but not like particularly that interesting and now he was like uh the the guy who owns it now he was like a professional professor of social a social policy somewhere and then was like and I’d like to be rich I’m going to join the family business and join the family business and like you know I guess the most interesting thing was took out a loan against the company’s assets to buy the Eagles for 185 billion dollars and it turned out to be a great great buy great great you know bet that he took so you know propsed him for that but this Chief story is kind of like uh like something from the wild west or like some so it is this is pretty that’s exactly what it’s from and this guy’s really fascinating so the basically the grandson owns it but it all starts with the grandpa so in the early 1900s who gets the Billy of the week is it it’s the grandpa right foreign [Applause] the grandpa yeah the guy who runs it now he’s fine he just seems like a square he’s just like a straight edge straight edge like nice CEO type but the the the the the the the the the founder the grandpa he’s got the the perfect name so have you heard is it called The Wildcatter is that a band or a Wildcatter yeah that’s that’s a great name for what they used to do so basically in the early 1900s um his name’s H.L hunt that was his name and if you Google him he looks like a crazy person so he almost looks like a the serial killer version of the Kentucky Fried Chicken Guy like he wears like a bow tie he’s got like Colonel Sanders was on season four of you yeah if Colonel Sanders liked to drink uh Jack Daniels that’s what this guy looks like he’s got like piercing blue eyes and he’s got like a like a shitty eating grin and he’s a wild guy but basically he started uh he was born in the early 1900s and he was like a a high school dropout I don’t even think he graduated elementary school but he was this kind of math genius type and he was yeah Math Prodigy and he was a gambler and basically he ran for ran away from home at the age of 15 uh drifted across the country doing odds and then like odd jobs eventually he had like 50 or 100 he gambles it playing poker turns it into a hundred thousand dollars which is something like three million dollars takes that money and he starts buying oil leases so um it’s kind of almost challenging to understand today but in the early 1900s right when my cars were getting popular America was basically like the Middle East where we were finding all this cool uh all this oil here and so people were like buying plots of land in Ohio PA Texas in order to find oil well that’s what this guy was doing he was trading oil leases and he was mildly successful but at the age of 36 he was like man this Oil Business sucks because I make a little money I risk it all sometimes I lose sometimes I win it’s like I’m still gambling I want to out and so he sells all of his stuff and he goes fine I’ll do one last thing with the with the money he has from selling his stuff he buys this plot of land in Texas and it turns out to be a lotto ticket where it’s the largest oil Reserve ever discovered it’s in Texas and 20 years later he becomes the richest man in the world but throughout all of this this guy’s a crazy person he ends up having 15 kids with three different women some of them were totally degenerates the kids some of them like like up three or four of them died from like drugs a plane crash their crashed motorcycles crash cards they’re just like these crazy kids but a few of them were awesome so one of his daughters started the Rosewood hotels have you heard of that yeah yeah that’s famous yeah it’s like a big thing another one uh Lamar which I think is the dad of the current CEO of the Chiefs uh he’s like credited as uh naming the Super Bowl so like he was like pretty important in sports but this guy’s crazy a few examples he was like he ends up being the richest man in the in America but he uh it was like the bad news here is he was like a crazy racist and he believed in like yeah he’s like really racist and you put note here yeah there’s a big footnote here so basically he would like there was a do you know how like um do you know how like amongst the black community in like the 50s and 60s like getting into Islam was like popular and they would wear like Muhammad Ali yeah yeah and that was all because of uh what’s the guy’s name Elijah Muhammad he like started this like um thing in America I don’t know everything what it stood for but part of the thing was we need to take black Americans back to Africa to our homeland first of all shout out to history Club in high school look at this look at you it was reeling and wheeling and dealing with history right now keep going I know all about this I know a little bit about this because Elijah Muhammad was uh homies with Malcolm X and I I’ve read a lot about Malcolm X so anyway um part of like Elijah Muhammad’s deal his shtick was like we want to separate the races and this H.L hunt this southern white guy was like Hey so do I that’s awesome I also want to do that and so you know Elijah Muhammad was like you know we want to go back to Africa and have our own thing H.L hunt was like great I would like that so he funds that so you know he’s definitely a little racist a lot racist he also is accused of being one of the conspiracy conspirators behind the killing of JFK this lady like at like a deathbed confession tells a story she’s like I was in the room with Lyndon B Johnson an HL hunt where they said this bastard JFK after tomorrow he’s no longer going to be on our back he’s not going to embarrass anymore we’re going to take care of this of course it was it’s kind of nonsense but this guy had his hands and everything and he was this if you Google him he looks crazy not crazy in a bad way but like a wild man he looks like a degenerate a little bit and I don’t know about you Sean do you know any of these like Southern Texas uh like entrepreneur types they they no not personally so I know a few of them I know this group of know this group of guys and they call themselves Capital men and they’re just like they make a little that sounds powerful it’s awesome right they’re just like that sounds a little awesome yeah I’m gonna steal it I’m a captain ourselves we’re just a couple of couple of capital men yeah what do you do I’m a capital guy basically like there’s this whole like industry of these guys that have like the southern swoop and like that haircut and they got a little like wild in their eyes but they like are into like hedge funds and into like you know because a lot of them it’s rooted in like buying and selling oil and being these like rough and tumble oil guys and then once you get big enough then it kind of like comes into like buying Futures and options to oil and then it’s like oh let’s do all this other stuff with money and start a hedge fund so there’s this like it’s like rooted in that but some of these Southern Rich entrepreneurs they have this like the thing about Silicon Valley Tech people is although they’re smart and Rich they don’t know how to spend their money and they don’t know how to have fun and these usually my Southern friends that are like rich is successful they don’t have that problem rich people at silica Valley call themselves Venture capitalists come on Capital men like God damn that that could mean anything that could mean I I could see that meaning politics I could see that meaning money I could see that meaning like we got we’re the guys who got the money above the people who got money and it’s like you know like we’re the real Capital the capital guys it could also just be we’re real men with a capital M I’m like I this could go in any direction and I am I am kind of interested in all of them this is fantastic and so so this guy’s name HL hunt people who do that like initial initial cool last name like what’s the name of that guy who did the that Big Heist and like jumped out of a plane DB Cooper baby yeah DB Cooper Rachel hunt like you threw a name like that at me like like God yeah like God damn I just need one of these names LL Cool Jay yeah hello Cool J man that was one of the old timers so to summarize this guy he’s a wild man he there’s two quotes that he’s kind of credited with saying that like you and I have probably heard of the first is uh if you know how rich you are you aren’t very rich I don’t know if you ever heard anyone say that but that’s like one of the things you ain’t Rich yeah and that’s and the second thing he said is money’s just a way of keeping score so those are like two phrases that dude he also coined the term Super Bowl his son did yeah so it’s like they’re they also came up with the name and The Branding around the Super Bowl so that’s pretty amazing he paid 25k for the team it’s now worth something between two and three billion which is uh fantastic investment you know it did phenomenally well you know one thing that’s really interesting both these guys uh so both these guys so he paid 25k it’s now worth two let’s say two and a half billion um the Eagles guy bought it for 185 million now worth also about let’s say two and a half three billion um that sounds like this incredible return and it is for sure but put that into 10 a year what’s that 10 a year so these teams average these seems that like you know you hear these crazy stories oh he bought the team for 200 Grand and now it’s worth three billion dollars I said yeah but he did it 42 years ago or whatever and so the math on oh when I was calculating these for most of the teams it’s just 15 to 20 annual appreciation compounding and it’s like wow this is uh this is this is like you know Sam’s way of life is just like right you give me 15 pounding you give me 15 a year I’m gonna get weak at the knees 15 that’s your same word dude yeah just whisper in my ear 20 compounding and I found it was gonna collapse yeah that’s uh that and it’s just really remarkable to just see it kind of play out that way it’s like because it’s not this incredible hockey stick yeah like another Spike uh in value it’s just a if you annualize it 15 to 20 a year for a long time and it shows you how Warren Buffett’s so rich the guy’s just been compounding 20 for like 60 years and uh that’s how you get whatever 90 billion dollars something insane like that what year did they buy it um they bought it because I imagine there’s a world where like back you know whatever year they bought it it was kind of like buying a soccer team now where it’s like I don’t know man it’s like kind of got some traction but I don’t know if this is gonna be part of like the the fabric of of society yeah yeah yeah you know like Dana White behind the UFC in 20 years we’re like so we’re just gonna get a bunch of big dumb gorillas in a cage and make them fight to the death and like it’s gonna be a legit a legitimate sport you know what I mean yeah yeah so these guys are rich though they’re worth like 15 billion dollars now so they’re they’re a very rich family um okay so let’s do some other things now let’s Zoom all the way in I got a little niche business that’s kind of interesting so when I was thinking about football or think about the Super Bowl from like uh a business point of view you kind of it’s a different lens you take a look at it from a different angle one of the things I noticed when I was watching the playoffs this year I was like dude all these things that I just take for granted because there’s just a regular part of the game I’m like they didn’t just happen that way somebody decided we’re gonna do this right we’re gonna sing the national anthem before every game and everybody’s gonna stand up and they’re gonna take off their hats with their hand on their hearts and we’re gonna do this and then the Jets Are Gonna Fly Over the game and it’s like why are these airplanes flying over the stadium I don’t know if you’ve seen this like they do the flyover and it’s like again these aren’t just they didn’t just happen to happen somebody somewhere in some room was like we’re gonna do it this way and these things cost money to do and they take time to do so I’m like What’s the strategy here and I read this article and it kind of said it well it goes the NFL has draped itself in the flag and um and it’s so true basically like that from a branding point of view the NFL basically when you watch a game the Pomp and Circumstance makes you feel like this is a patriotic event we are all proud to be an American like that’s like the like they they should just play that song at the beginning of the games in fact and so I was like where did each of these come from and so I started looking into it a couple crazy things one the military basically pays the NFL tens of millions of dollars per year to do this stuff because it’s basically a giant recruiting event for the military so they they the flyover they have to do these anyways as like part of their training missions so they’re like yeah it does cost you know uh between like you know 80k to 400k to do these flyovers but we have to do these as part of routine training anyways so why not do our training over the game so we get this visibility and we get this sort of like badass thing because if millions of people are gonna watch these games like the Super Bowl’s watch by 100 million people um that’s super positive branding it’s a it’s it’s like co-benefits like what is that like parasitic relationship where it benefits both it’s like the NFL gets this association with like true bravery courage patriotism America and the military gets like visibility with this like and because everybody sat down and watching and it’s like a free commercial for them and so then I was like okay that’s those are interesting what else it’s kind of like it’s kind of like when a white girl posts a picture on Twitter of her Pitbull and it’s like who rescued who [Laughter] special for me today that is amazing that is the funniest thing you said in a long time wow I’m gonna ask you questions about that joke later because I’m so impressed by that joke dude that was great nice tattoo by the way you want to show this hat I don’t know if you could Flash the tat on your leg Sam sends this Sam sends a text message and we will post this on the uh on the YouTube of the reveal so it’s basically it’s like uh like a napkin covering that whatever the tattoo is you can see there’s a tattoo underneath if you don’t know what it is and it’s like wiping it and then it reveals Sam’s dog’s face a huge pit bulls facing out takes up his entire right leg and um and as that reveal was happening I was like I am prepared for this to be anything like this tattoo you could have convinced me it was 15 different things and I would have been like yep I guess that makes sense I guess that’s what the decision was today like uh oh yeah it’s a map of my favorite you know my favorite motorcycle Trail through the Midwest all right sure all right like uh this is my favorite brand of beef jerky cool no that’s thigh yeah it’s a portrait of Macho Man Randy Savage yep got it it’s a slim jim like uh I just did I got the slim jim logo flowers but they’re all just Slim Jims instead of flowers like all right artistic nice one um yeah dude so do you know um the best part about the whole America thing in um the Super Bowl my favorite one of my favorite videos and I’m I’m the type of guy I cried during the Star-Spangled Banner if it’s a good one during this time it gets me worked up and there’s this one I don’t see how I kind of feel that too I I get worked up or at the metal ceremonies at the Olympics I always cry I always get worked up right um the 1991 version of The Star-Spangled Banger Banner with Whitney Houston it’s like one of the best videos of all time have you seen that yes I’ve gone down these compilations Marvin Gaye at the NBA also won the Whitney Houston one’s the best and it’s so impactful that the Library of Congress they have this like compilation of like the 50 um greatest moments in American history and that Super Bowl thing that her performance made the list which is like a really big deal so this whole this partnership they’ve done a really good job of making it a thing and so now the NFL that’s a beautiful line they’ve draped themselves in the American flag and by the way if you’re like a band that’s struggling to make it here’s your hard pivot here’s your sellout pivot just specialize in the Star-Spangled Banner and go perform an epic version of The Star-Spangled Banner and every college football game basketball game just go be like the best Wedding Singer the cover artist of the national anthem and just specialize in that have like the most badass performance of that because I think you know that’s that’s one way to not be a strong you know starving artist okay so here’s uh here’s another crazy thing you’ve seen at the beginning of the games they’re gonna have this giant flag on Sunday and the flag is literally the size of the football field it is a massive massive flag again somebody makes that so your boy goes through and says who the hell makes this flag sure enough there’s like one lady in Utah who is the like one of the biggest providers for this thing it’s called 50 star Productions lady in Utah and she has one employee who hand sews this thing and he literally goes yeah I just do it in my basement I don’t even come into the office so there’s just a giant out dude if you leave these things if you Google 50 star Productions it comes up with a listing like her Google page is a picture of her garage yeah yeah exactly like I am pretty sure my friend this is his aunt because like it looks exactly like his aunt and like he has an Aunt Patty I’m pretty sure this is Patty so wow crazy thing but she specializes in she’s like yeah I’m gonna just do this so she was like I’m gonna go for giant flags and it’s not like she just was like you know some cute Old Lady Who Was knitting and somebody happened to be like oh I’ll buy one from you no this is a business he was like she started off by buying the flags she would buy them for 40K and then she would rent them out for these events and like basically had a rental business then she’s like all right these flags I’m buying they’re low quality they have this big problem which is that they uh like if there’s a giant gust of wind the flag turns into a huge sale like it’s like a giant player takes the people up who are holding it exactly it’s like James and the Giant Peach happens at the NFL game so they switched it what she does now is they um it’s like actually like 15 different pieces that latch together to create the flag but when you zoom out you can’t see that it’s latched and so that makes it way easier to transport it adds a little airflow so that the that it doesn’t make the people fly away or whatever and she rents these out for seven thousand seven seven thousand dollars per event and she does about a hundred thirty to 150 events per year she does about a million dollars in sales a year uh with her and one dude who’s her Stitch Guy and um and that’s their business and then she has like these two competitors super flag and this other guy that’s like no no no our flags our flags are the [ ] and so they’re like competing against each other to be the giant flag at all these games because now every game does this every football game does this basketball games do this um it is a is a like a random Niche that that she is like number one in and what a sick gig she probably gets to see all these stadiums go backstage and like walks by Beyonce when she’s done singing the National Anthem I mean this is awesome this is yeah Beyonce said nice flag to her uh yeah she uh so she’s my like this is my blue collar side hustle of the week because I just think this is like such a smart little thing and I also think that you could like somebody could compete with this I got a little idea here which is okay she fixed the airflow problem and making it smaller so that it’s not like this giant heavy thing that you have to like transport in and out of the stadium but you still need 300 people standing around it to hold it taut so that it like because they can’t put it on the floor can’t fly can’t touch the ground and um and so yeah for example why you need 300 people is it really just for that symbolic reason or is there I think you want to hold it so it’s like straight it’s like tight and so it looks good but then also it can’t touch the ground as I learned dude I don’t know if I told you this in my I have two embarrassing stories from elementary school one of them is uh I got assigned flag Duty on the ground when you’re just put on the ground when I was working on the clip and then the person was like no no no no no no no and I was like what and they’re like you can’t touch the ground and I was like oh is this like a you know the floor is lava like are we playing imaginary games here and they were like we have to burn this flag now and I was like dude I’m already the only Brown kid in the school and now I have to burn the flag like Jesus this is not gonna look good for me at lunch today that’s so funny I could see you like getting like holding it during the Pledge of Allegiance and then just not knowing what to do after just put it on there everybody was looking at me and I had no idea I was just fiddling with the clip trying to like figure it out and I was like what just what’s the problem and it made no sense to me I was like okay look yes I did something wrong I guess but you guys are weird about this dude I think the symbolic stuff is a little funny I mean there’s like people have American flags for like beach towels like you know what I mean like if it could like rub against your crotch we could set it on the ground sometimes yeah exactly exactly I can find this client info have you heard of HubSpot HubSpot is a CRM platform so it shares its data across every application every team can stay aligned no out of sync spreadsheets or dueling databases HubSpot grow better some other things about the Super Bowl that I think are kind of crazy let’s talk about ads so Super Bowl ads kind of get a lot of attention um there’s a bunch of different ways we can go with this I have some stats I have some hot takes but I’m curious I want to hear your your take first on ads you have anything interesting on ads it’s 6 million now is it six million seven seven million for 30 seconds plus it’s the cost of actually filming it which is typically involves like getting Will Ferrell or something so that’s like another million easily another million if you if you go that route yeah uh it seems worth it though like a coinbase did something cool it does I mean your internet traffic spikes right away what’s interesting is the what I didn’t realize when I was researching this is they test it a lot of times so they’ll um release multiple YouTube videos early on and just see like what’s the traction and then go with the winning one so that’s kind of interesting but it actually seems worth it in a lot of cases so um so I did some math on this last year with the coinbase on so the coinbase one went nuts so if you don’t remember last year coinbase did an ad that was pretty funny there’s two two ads I think were really interesting ads that people have done so coinbase and AdWords just a full black screen so there’s no branding on the screen and there was just a QR code that was bouncing around the screen like the old DVD like screensaver type thing where it would like you’re kind of wanting it to land perfectly in the corner but it does never really does and they just had that on the screen for 30 seconds or a minute or something like that with with music it was just a flashing QR code and um and they came out and said that 20 million people visited the site uh in one minute as that was crazy uh it was actually kind of crazy so you can probably assume that maybe like a little bit more than that eventually you know came it crashed their app which was like unfortunate for them so you know uh it was so good that it crashed our app uh was kind of the thing and um I did some math on it and I think maybe it’s hard to estimate the stuff because you don’t know how many people are just gonna check it out and be like okay I’m not interested in signing up for crypto right now or like I already know what coinbase is so you gotta like discount but basically let’s assume for a second 20 million people go ahead and come to your site and you can assume some conversion rate so I don’t know what you want to see convert three percent yeah even three percent is probably a little high but like one let’s just say let’s just say one percent so that’s 200 000 people that sign up and then for something like coinbase they have to like link an account so let’s say like you know another uh you know let’s even save 20 of people link their account afterwards now you got forty thousand linked accounts but that’s just during that kind of one minute time span but let’s just start there their average user is worth 45 dollars to them per year um and so that’s 1.8 million of like kind of like if these people perform like an average user so you get two million two million back out you’ve probably spent uh you know seven to six seven million total on the ad it doesn’t work out great there but then you think it’s year one there’s all this PR about coinbase and people talk about the ad and blah blah blah things like that maybe the ltv’s higher maybe it’s a little lower because they’re less than 10 I don’t know I think it’s pretty hard to break even I emailed somebody who um who was an investor in um hint hint water and during the Super Bowl a few years ago hint bought an ad last minute and they emailed out to their investors they’re like yo by the way check it out I remember we bought an ad and so I asked him I said can you share uh like like what did they say if it worked or if it was good here’s what they said for what it’s worth they said it was great in so many ways we got 70 of the country because they bought like not the whole nation do you want like you know three of the top markets they go you know the normal price would have been about five million we got it for one million so we got a huge discount because we got a last minute buy they say uh you know you never know uh they go when you buy that way you don’t know when you’re gonna end up we ended up right before halftime which is a golden spot um direct to Consumer numbers were good but not off the charts um on in terms of sales traffic was off the charts and then it’s like yeah but it builds awareness and then my employees loved it they were like oh wow your friends are texting you saying I saw your guys Super Bowl ad um you know overall you know it was great experience and I think that’s the the thing is it’s kind of a hand wavy it’s kind of a hand wavy thing the top advertisers are always you know cars beer snacks and then Finance stuff and um you know those are the categories that I think take off now did you ever see the Reddit ad from a while back I thought this one was awesome so what Reddit did was they bought somehow a five second ad in the Super Bowl so it just flashed on the screen and it was just an image with text it looked like a Reddit post and it was a Reddit post from this subreddit which I don’t know if you’ve ever seen called superb owl no it’s the same spelling as Super Bowl but somebody had created it on Reddit and it was like oh yeah this is a Reddit for superb owls like fantastic owls and so if you go there it’s just pictures of Majestic owls dope owls and it gets all this traffic during Super Bowl weekend because it’s r Super Bowl um and so they they put up this email Super Bowl I get it yeah and so I can share this this image but I’ll read you what they what they wrote but it was really smart they go wow this actually worked if you’re reading this this it means our bet paid off these big game spots are expensive we couldn’t buy a full one so we spent our entire Year’s marketing Budget on five seconds of air time one thing we learned is that our from our communities is that underdogs can accomplish anything with they come come together around a common idea so who knows maybe you’ll be the reason that Finance textbooks have to add a chapter on 10 days maybe you’ll go to superbal and teach about the and learn about the Majesty of owls maybe it’ll pause this five second ad and take a screenshot uh powerful things happen when people rally around things they really care about and there’s a place for that it’s called Reddit and so really smart that they kind of flash something people like what was that and then it goes viral on social media as like oh that was a really smart thing really cool here’s what that text said and so they saw this like traffic you know whatever some crazy traffic Spike but here’s what’s what’s weird coinbase had said uh they kind of released this article like bragging about it they were like our downloads were up 300 over last week and I was like 300 it was like 287 I was like 287 that’s it you just spent millions of dollars on an ad push with 100 million people watching and you only tripled your downloads from the previous week when nothing was going on that seems like really weak to me but everybody all the news articles promote that as like incredibly successful campaign and I’m like that to me that needs to be like 20x 30X 50 yeah last year this was last year when like there was a bull market and like coinbase was already one of the top finance apps in the country no it jumped from ranked 168th in the App Store to number one and I was like how is that I don’t even understand how these numbers work so something might be wrong in these numbers it doesn’t make a lot of sense um I think it’s not worth it what’s crazy by the way there’s about 40 to 50 minutes of ads in the Super Bowl and the game’s only 60 Minutes long so the ad load on the Super Bowl is crazy it’s like 40 to 50 percent of the entire show is ADS so if you compare that to like I think a TV um ad load is about 15 so 15 in an hour you’re gonna see 15 minutes of ads um for this you know in an hour of game time you’re gonna see you know for every hour of game time you’re seeing 40 to 50 minutes of ads which is kind of insane um YouTube for example is three minutes of ads for every hour of video that you’re gonna watch just to show you like as a comparison how those things go uh which is pretty pretty wild um yeah a couple I don’t know a couple other things on ads real quick uh okay so here’s here’s my other part that I think is is good on that there’s a bunch of ads that are not commercials and um basically there’s ad inventory that’s not commercials so have you ever seen uh you know like at the end of the game they do the Gatorade bath where they they dump Gatorade on the winning coach so that just happened organically that wasn’t like a paid stunt um but Gatorade was like oh my God jackpot and so every year that happens now Gatorade doesn’t have to pay for it and they basically get 10 seconds of like a native ad of Gatorade in the winning moment like right when the team is like you know it’s the peak of the peak they’re they’re about to win it’s confirmed and Gatorade gets on the screen every single time to me that’s actually the best ad in the Super Bowl because of how it’s done it’s zero cost and they get everybody to watch that thing right when it happens but they don’t pay now they don’t pay their Court well they’re sponsors they don’t even sponsor the the game are they sponsored just like the NFL in general to have that can there but they don’t sponsor they don’t pay anything extra for that moment the better thing is the you ever seen the thing where the at the end they interview the quarterback you just won the Super Bowl what are you yeah I’m going to Disneyland I’m going to Disney World do you know the backstory of this no it’s pretty cool it’s pretty cool so Michael Eisner who is the CEO of Disney he’s at a dinner with George Lucas the creator of Star Wars and it’s Tim it’s George Lucas and it’s some couple that had just completed like the the first round the world flight by uh by a person like non-stop around the world flight and so they’re all at dinner and the food’s taking a little time to come so there’s some dead time here and and eisner’s like okay well what a bunch of great stories that that table would have that’s right but for some reason there was a lull and I thought so what do you do he goes he goes well now that you’ve accomplished the Pinnacle of your aspirations what could you possibly do next and um and they go well we’re going to Disney World and they all started laughing and you know he’s the CEO of Disney and he’s like yeah he’s like that’s a great answer and his wife goes that should be your slogan and he thinks about that and the Super Bowl was coming up I think a couple weeks later so they call up the Agents of the two quarterbacks that are playing in the game John Elway and they say hey we’d like to make you an offer which is that at the end of the game when they say how does it feel what are you gonna do you know like uh you know they ask you that question we want you to say we’re going to Disney World and um he’s like we’ll pay you 75 000 and we’ll give you a free trip to Disney World if you do this he offers both both the guys the same deal what year what year this is 85 I think something like that okay or maybe oh 87. okay so Phil uh so Phil Sims ends up being the winning quarterback he uh and he at the time he was like telling his agent he’s like no I don’t even think about this [ ] no like this seems like bad luck to start planning my my Victory celebration and his agent’s like dude come on like 75 grand like that was a big deal back then he’s like uh he’s like you know this is a great bonus for you all you gotta do is say this one line if you win uh what’s it to you you know and your whole family they’ll take you out to Disneyland Disney World no problem and so there’s this amazing clip we can put the clip in the YouTube video but it’s a um it’s a link to this uh I’ll put it in here anyways you can see it but it’s basically the he’s like running away from the field and he turns back it like looks like it’s from a movie basically and the reporter’s like you know what are you gonna do now and he goes I’m going to Disney World or we’re going to Disney World and he says that became the thing and so then every year Disney would approach the whoever they think might get the interview at the end and they offer them the deal and they say hey whether you win or lose you’re gonna get this money uh but if you are the winner we want you to say this and um so they pay the loser and they pay the winner and the winners got to say it and now it’s become such a thing that Patrick Mahomes one of the quarterbacks who’s in this year’s Super Bowl just says it probably he tweeted out like years ago he goes man it must be the best feeling to be that quarterback who gets to say we’re going to Disney World I can’t wait and it’s like wow that’s the problem great marketing right and and it’s also is a it’s awesome and B it’s painful everything that I think is this is it’s like learning that Santa nothing’s real bro yeah it’s all fake uh that’s wild it’s all fake it’s all nonsense but that’s awesome that’s crazy what what a smart move that’s a really wise move and so I have um I have prepared for you you know we have our drunk ideas uh podcast which uh which we should do another edition of drunk ideas where I pitch you you know half-baked bat you know kind of bad ideas that you’d only think are good when you’re drunk I have a new edition called drunk CMO so now I’m the drunk CMO and these are my drunk idea my drunk marketing ideas for you I want you to just rate them uh uh you know great you know okay or terrible okay so here’s my first idea uh I’m the drunk CMO I come into you I say hey boss I got an idea for the Super Bowl you say great or bad I say let me hear your idea yeah go ahead whatever I’m here right here all right so here’s the deal somebody’s gonna score a touchdown and all eyes are on them it’s a celebration moment if you know players in the NFL if they celebrate too much if they dance they get fined like twenty thousand dollars fifty thousand dollars here’s what we’re gonna do we’re gonna go to all the wide receivers and we’re gonna tell them look not only will we pay your fine we’re gonna triple whatever you get fined you get to keep that but here’s what you got to do you’re you’re gonna have a branded celebration so uh I don’t know what our brand is let’s say we’re a beer brand you’re gonna run to this we have a fat guy in the in the seats right next to the end zone you’re gonna crack open a cold one and you’re gonna chug that baby pour that on your face you’re just gonna do a chewy right there on the spot it’s gonna go crazy viral you’re gonna be seen as Mr fun as like you know this epic badass and we’re gonna get our product placed in that great idea you know depending on whatever our product is you know if we’re dude wipes you’re gonna go take this and you’re gonna take this wipe and you’re gonna wipe you know right there right here whatever our product is you’re slim jim you’re gonna snap open a slim jim um that’s the idea we’re going to Brand the Super Bowl celebration what do you say how about that a great idea I mean so I don’t pay attention to sports the things that I remember is the Rams doing the what was their thing called the where they would like uh you know like when they would celebrate the dirty bird I thought it was the St Louis Rams where I’m from they would like do like the the Huddle where they would do their stupid thing and then also Randy Moss pulling out uh Sharpie and signing the ball and throwing it out these are like iconic moments I’m on board with this this is all so whatever the brand is I’m going to those guys I’m saying hey we haven’t we bought seats in the end zone you just gotta go grab the thing from this guy and do the do the celebration we got you and okay here’s the next one hey boss uh I know Taco sales are down for us this year uh but I got a big idea I could save us I could save us here in the fourth in in the quarter uh our earnings are coming up earnings Hall’s coming up Taco sales are down stay with me boss tacos for tails during the coin flip if it’s Tails everybody gets a free Taco anybody can go there and just say tails at the window and get one free Taco everybody’s now rooting it’s not 50 50 baby we’re gonna have the power of America on our side rooting for Tails we’re gonna take that moment of the game and we’re going to turn it into a marketing moment dude I would say Drake more often these are great when I was a kid when I was a kid they had Big Mac land you know the Cardinals we had Mark McGuire and if when he was on his home run thing if he hit his home run in a certain section you gotta be everyone in the stadium got a Big Mac and so his Big Mac land was like the section it was awesome I loved it and whenever he hit a home run in that section they would have the spotlights over McDonald’s so everyone knew we got to run to Big Macland uh yeah in also awesome all right Taco for Tails tacos for Tails you’re in dude if anything is alliterative like that I’m automatically in I love two T’s okay so here’s another one um hey boss uh you know that car companies like us uh we spend the most on Super Bowl ads right but we don’t get the budget who’s got the budget for that kind of thing where are we gonna spend 20 million dollars this year on Super Bowl ads for our car um what are we Kia yeah yeah or Kia and so you know what are we gonna do here ‘s what we’re gonna do I don’t know if you noticed boss but this is this new trend of when players arrive for the game the cameras kind of show them walking out with their outfit as they’re walking in with their Beats by Dre headphones or their briefcase and they’re like coming in for the job and it’s like in the pre-game there’s no there’s just they’re trying to fill time so that oh Patrick Mahomes is here look at him he’s entering the building wait a minute this whole entering the building thing say it with me boss marketing moment why don’t we put them in baller cars that are just tricked out beyond belief and they’re gonna we’re gonna film the actual arrival at the stadium and I think actually it’s Rolls Royce who should do this but they should the Rolls-Royce needs to transport everybody in badass rolls royces to the stadium and the quarterbacks get the best whatever the Phantom triple whatever this is for a luxury brand Lamborghini whoever it is you gotta you gotta get the players to show up in style because TV will pick that up of them showing up there needs to be a freaking fog machine and it just needs to look crazy and so we’re branding that moment and actually I got my buddies here from Louis Vuitton they’re also gonna just put just drip everybody’s outfit out because this now this entrance is a red carpet entrance and we’re gonna we’re gonna own that red carpet entrance from from the moment they arrive at the stadium what do you think look the thing about classy is you can’t try too hard and now you’re trying too hard that’s not unless we’re talking about like what do I want a souped up Acura I mean like what are we gonna do here like like I’ve learned enough like I’ve seen enough Hummer limos in my life I don’t think you can make those things cool I’m out all right boss uh listen I don’t know I don’t know if it’s uh if it’s me I don’t know if it’s my allergies I don’t know if I’ve been drinking too much but I’m just I’m stumped on ideas here I just I just can’t I’m a writer’s block I just got no ideas so here’s what we’re gonna do we’re gonna go name Mr Beast our temporary CMO for the weekend and we’re going to give Mr Beast our entire budget and we’re going to say Mr Beast you take our 10 million dollar Super Bowl budget and you do a video on your own you come up with your own Super Bowl marketing campaign that is different than whatever’s going to be in the Super Bowl this guy gets 100 million views per video and people love them and he’s not just it’s gonna stand out we’re gonna instead what we’re gonna do actually here’s what we’re gonna do we’re gonna buy airtime the kind of like the the 15 second or 30 second ad slot and it’s just going to tell people to go watch Mr BEAST’s video um or it’s gonna be Mr Beast on the screen and he’s going to be clicking upload and then you have to go to his channel to see what the actual video is what do you think boss I’m out I’m out dog too many steps that’s too you’re getting too creative for me you’re trying to win an award not make me money I do like the awards as a CMO I kind of build my whole reputation not on dudes but on industry Awards peers if I hear a marketing person brag about an award I’m automatically out I cannot stand those types of people really funny it’s an award idea with the coinbase thing so they were getting a bunch of props for their ad do you remember what happened last year when the coinbase CEO came out and was just like people have been asking so here’s the backstory around the ad yeah you made up this whole story he said this whole story where he was like you know we just wanted something cool everything seemed so cliche we got all these pictures from ad agencies about celebrities I never he’s like side note I don’t even understand why people would buy a product because of celebrities test I’ve never made sense to me and he just lost programmers going to say dunked on he was just someone was just tossing up the basketball and this woman comes in and just dunks him right in his face and so he’s like you know the team came up with this idea it required no budget it delivered this epic return because it was so different no agency would have ever thought about this and this woman comes in and she goes except an agency did think about this my agency we presented it to you on 813 slide 19 is our is our idea for this and then people and then all the Ad Agency people were like get him they were like we never get respect and so they all were like this is about client agency respect and they made it like a bigger deal like they try to create like a BLM movement but for agencies and it just didn’t catch on but like people tried and then he had to come back and be like but the the weak move so so all of it was fine I actually have no problem with any of it up till this point uh whatever he said I have no problem with what she did cool great great move on her part too the small boy stuff was at the end he comes back and he goes oh I I’m so sorry the team was working together so well with the agency I just thought it was all one team the the collaboration was so good that it just seemed like it was all our own internal team they were so integrated bro that’s like me said that’s like I walked in on my sister once when she my mom was like go tell your sister to study and I walked in and she was sleeping and I go mom she’s sleeping she goes I’m not sleeping I’m reviewing in my head and I go oh she’s studying in her head it’s like the world’s worst excuse was I the team was so so cohesive I just thought it was us yeah that’s why you didn’t give credit dude I like that guy Brian I’m a big fan of his he got dunked on there he that was a that was a that was a loss on that on his part that’s the only like big loss I’ve seen him have a few else but we all take our L’s right we got yeah we got a pocket full of else um all right here’s here’s another one uh let’s see okay so now the ad concept itself if you had to create an ad that you think would work what would you do to make a good ad for the Super Bowl oh man I’d probably just make a bunch of them and just run them on Tick Tock or YouTube and see which one is doing okay and just do whatever that one is yes that’s like good testing but like um what do you think would actually make a good ad board make an ad that actually gets people to convert Matt Damon three strategies yeah epic story Matt Damon or what I think is I think what somebody should do this is not allowed because they reject these ideas but I think you got to create some drama so I think you want to have a sort of like a will it or won’t it moment and so like you know I want to see a mouse in a tank with a snake and there’s just tension it’s like what’s gonna happen here and there’s like one safe place the mouse can go and it’s like this is AAA ad and it’s brought to you by AAA it’s like it’s the mouse gonna what’s gonna happen to this map there’s a man in a box and he needs your help that’s the premise let’s go let’s riff off of that yeah I think you gotta have some drama and I think maybe run it at the beginning of this show and then you have like the YouTube channel where it’s live streaming oh my God go to go to YouTube and see what see will it or won’t it what’s gonna happen will it or won’t it concept this is awesome it’s a great concept I remember going to a bar once this isn’t it always will by the way a great marketing thing that happened once was uh I went to this bar and the bar owner was like dude we need to come up with a way for people to like buy more drinks or something like and I was like oh you could hire dancers you could do this you could do that like you know make this club like he’s like I don’t get the money for all that and so we went back like a month later and he had done the most genius thing is in Australia have you ever heard of a crab race no no does the winner not get eaten or something well no it’s kind of like it’s just the most random dumb thing but everybody got so excited it took a giant Bowl he filled it with these like mini hermit crabs and each hermit crab he just took a Sharpie and he wrote a number one through 50 on it and then basically he’s like it’s time for The Crab race go buy a drink and pick a number and so everybody gets to buy a drink pick a number and if that’s your crab wins the race so they basically put the crabs in a bowl they put it in the middle of the circle they remove the bowl and there’s an outer ring and who whichever crab gets to the outer ring first wins and that is the hero crab he gets to like come back next week and like defend his his championship um and anybody who bet on that crab gets like whatever’s either some money or like free they’re like free shots for like you know you and all your friends or whatever it is and so it just created this hype people started dying every week for this thing I don’t I don’t think he invented it I think other bars do this but he like he brought that concept into his bar the first time I had ever seen it I’ve never seen an American Bar do this and I cannot tell you how much excitement this this one simple thing we need that for this podcast every episode yeah that’s that’s really awesome that’s a great idea people in the comments on YouTube should bet a number pick a number and we just and then at the end of the episode are they in like every other episode or whatever we like do the reveal and we uh we show who won uh we should do that we should do that for this podcast we should do something like that for the Pod call your crab guy and I’m not a guy yeah forgot one of my favorite ones dude you might you’ll appreciate this as a dog guy have you seen the Puppy Bowl I love the Puppy Bowl genius genius idea that the who’s the Animal Planet did I think basically what happened was they were like the like you know the head of programming it’s like hey what are we gonna run this Sunday to that that will get ratings and they’re like uh against the Super Bowl great yeah let me uh like thanks for the impossible task what can I come up with that’s gonna run on Sunday against the Super Bowl and still get viewers and that’s when they created The Puppy Bowl which is kind of actually the same idea as the Crab race the basically it’s a bunch of puppies with toys and there’s a ref and basically if any puppy randomly Walks Into The End Zone with a toy the ref is like touchdown this guy scored you missed one low hanging fruit that I thought was pretty obvious super blunt Sunday what are we gonna do with that I know I don’t know yet but it’s super blonde Sunday it all starts with the phrase I like super blunt Sunday surely we will work backwards from the name kind of guy I know yeah um anyway good pot people are gonna have some facts yeah you get to be a know-it-all this Sunday and just remember everybody loves a know it all to roll in