$3M for a 30-second ad?
Sure it's crazy, but unlike in years past, advertisers have the opportunity to make that $3M work for them long after Super Bowl memories have faded.
First, there's the initial press. TNS Media reports that Super Bowl advertising has huge holding power. Data shows that people do wait to see the commercials all the way through the game. Then for a few days after, you get tons of online conversation swirling around your brand. (TNS was also able to rank the total media coverage last year - it will be interesting to see if these 10 brands lead the pack in terms of social media integration this year.)
But, for all its holding power, the Super Bowl is over within a few hours. How do advertisers get their money's worth? How do consumers create dialogue with select brands?
Getting The Most For $3M
Of course, the real way to really get the most for that $3M is to engage your customer. I mentioned previously some of the ways to engage your audience online and I've been tracking these attributes during the game. Here is what I have been watching for:
- Pre-game engagement: Could customers submit their own ads in hopes of having it shown? Was there any aspect of user-generated content (UGC)? Did the brand allow customers to vote on which ad was shown?
- During-game engagement: Was a URL displayed during the ad to drive traffic and attention to the brand? Where there opportunities for real-time interaction? Were customers encouraged to vote or otherwise voice their opinion?
- Post-game engagement: Were there opportunities to engage the audience after the game? Could customers join a social network? Could they sign up for a newsletter featuring advance product information?
Here's my list for the first half of Super Bowl 2009:
- Bud Light (Meeting): No engagement
- Angels & Demons (Movie trailer): URL (AngelsAndDemons.com)
- Audi (Transporter) - 60 secs.: No engagement
- Pepsi (Dylan, will.i.am) - 60 secs.: URL (RefreshEverything.com)
- Doritos (Crystal Ball): UGC (Crash the Super Bowl) (hat-tip @Scorecard)
- Bud Light (Conan): No engagement
- Year One (Movie Trailer): URL (Year One) Also links to social media (Crackle.com)
- Toyota Venza (Mask): No engagement
- Bridgestone (Potato heads): No engagement
- Fast and the Furious (Movie trailer): URL (FastAndFuriousMovie.net)
- Castrol Edge (Monkeys): URL (EdgeMonkeys.com)
- Land of The Lost (Movie Trailer): URL (LandOfTheLost.net)
- Doritos (Power of crunch): UGC (Crash the Super Bowl)
- GoDaddy (Danica): URL, commercial continued online (GoDaddy.com)
- Pepsi Max ("I'm good"): URL (RefreshEverything.com)
- Pedigree (Get a dog): No engagement
- Budweiser (Horse brings branch): No engagement
- Budweiser (Horse love) - 60 secs.: No engagement
- Star Trek (Movie trailer): URL (StarTrekMovie.com)
- Gatorade (Mission G): URL (MissionG.com)
- Cars.com (Confidence): No engagement in commercial, but ad protagonist does have Facebook page
- Hyundai Genesis (Yelling):
- eTrade (Babies): URL (eTrade.com)
- [Good call-out to NBC.com and Hulu]
- Pixar (Up): URL, Verbal ask to go to Disney.com
- Bud Light (Chalkoard): No engagement
- H&R Block (Death): URL (HRBlock.com)
- Teleflora (Talking flowers): URL (Teleflora.com)
- Cheetos (Pigeons): URL with prominent written call-out (Cheetos.com)
- Monsters Vs. Aliens (Movie trailer): URL (MonstersVsAliens.com)
- Sobe (3-D dancing lizards): No URL, but bought Google ads against Monster vs. Aliens and sending traffic to branded Sobe YouTube channel (hat-tip @Scorecard)
Did I miss anything? Feel free to leave comments below if I left anything out or misreported on an ad. If you'd like to follow along in real time, you can find me at @MarketerBlog. I will post the second half's analysis directly after the game.
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(Image courtesy of ralphbijker via Flickr)