Superbowl-ads.com Article Archive

The Super Bowl games means we will be glued to both the big screen and our devices. Good news for ad revenue — and for social monitoring by brands.

Watching TV has become a multi tasking activity. We have one eye on the show, and the other eye is glued to Twitter or Facebook.

We watch the social channel on our second screen avidly to see what our friends think about the show.

We get a shared experience with our friends during the show and brands capitalise on our dual screen activities, both in revenue and engagement metrics.

The second screen generates extra ad revenue for the broadcasters that serve ads though social channels like Twitter and Facebook.

For a single event like the Super Bowl CBS is expected to generate between $10 — $12 million for second screen advertising during the game.

Over 84 percent of Americans plan to watch this years Super Bowl from their own home, a friends house or a family members home.

Digital media is important during big events like this – not only for the revenue generated through ads but also for the social interaction on the second screen. In fact 36 percent of viewers will use a second screen during the Super Bowl to supplement the game viewing experience.

Read More at : ZDNet

Facebook has teamed with USA Today,a Gannett Co. publication, on an app to let Facebook users rate Super Bowl commercials and share and discuss the ads with their friends.

USA Today’s Ad Meter has since 1989 ranked ads shown during the National Football League’s title game by average ratings from a panel of viewers, a group that this year will number about 300. The Ad Meter is watched by media professionals for validation of the millions they spend during the Super Bowl; the average spot for the Feb. 5 broadcast on NBC sold for $3.5 million.

Now the process for the first time will be open to members of one of the world’s biggest social networks, who will see the results of their voting in real time.

Super Bowl ads have become a sport in themselves, with companies making news just by announcing — and even teasing — new ads that will air during the game. When the ads are a hit they can generate enormous buzz — last year’s “The Force” commercial by Volkswagen AG, featuring a young boy in a Darth Vader costume, has been watched almost 50 million times on YouTube. (The ad came third in the 2011 Ad Meter, behind ads from Bud Light and Doritos, which tied for first.)

The app will have Facebook and USA Today co-branding, and will feature all the national ads that appeared during the game, a five-star rating meter and a button to share with friends. Users can also track the ratings and rankings as votes are being cast. Last year, Facebook users could “like” ads, and the number of likes was displayed on USA Today’s Ad Meter Web page, but it did not affect the final rankings.

Voting on the ads will begin at the game’s 6:30 p.m. Eastern time kickoff Sunday and end at 6 p.m. Eastern on Tuesday, Feb. 7. The traditional USA Today panel’s results will be announced on Monday, Feb. 6; USA Today will reveal on its website late Feb. 7 the final rankings from the votes of Facebook users.

Read More at : MarketWatch

Facebook is going to be a Super Bowl marketer’s best friend this year as the social network is set to edge out YouTube for ad searching and sharing, VB&P found in results from our third annual Super Bowl survey published in today’s Mashable.

“Facebook has been critical to game day and post game marketing for a couple of years now, but for the first time in our study we are seeing the site bypass YouTube and brand sites as the first place Americans search online for ads pre-game,” said Lucy Farey-Jones, partner and head of strategy, VB&P.

Almost one in five (19%) Americans searched for ads before the game in 2011, about double (11%) who did in 2010. Of that group, 48% searched for ads on Facebook, putting the site just ahead of popular video sharing site YouTube, brand sites, and media sources as the lead destination to find ads. As Audi of America’s agency of record and creator of five years’ worth of Super Bowl spots, VB&P is taking advantage of this trend in this year’s game. To learn more, visit Audi’s Facebook page on January 25th.

Read More at : Venables Bell and Partners

This year, USA TODAY and Facebook are partnering on the USA TODAY Facebook Super Bowl AdMeter. You’ll be able to view, rate and share Super Bowl ads during the game and after on a new app at USATODAY.com and Facebook. The winner will be declared Feb. 8.

USA TODAY and Facebook announced today they will join forces in 2012 to launch the 24th annual Super Bowl Ad Meter. For the first time ever, consumers everywhere will have a voice in deciding the winner of the Ad Meter and will be able to see how people ranked the ads and share their favorites with friends. The traditional Ad Meter panel of viewers will also rate the ads in a controlled environment and those results will be shared with the public following the game.

“The impact and influence of Ad Meter over the years has been astounding.  Through this partnership with Facebook we’re giving consumers a voice with the opportunity to rate and share the ads with their friends. Social media is changing the face of consumer engagement and this partnership more than ever, puts the consumer at the center of the conversation around advertising’s biggest annual event,” said David Payne, senior vice president and chief digital officer of Gannett Co., Inc.

“The creation of the USA TODAY – Facebook Super Bowl Ad Meter is going to give millions of people the ability to not only interact with the various Super Bowl commercials, but to rate the ads and share with their friends on Facebook. Making the Ad Meter social brings it to an entirely new level and we’re proud to be a part of it,” said Mike Hoefflinger, director of global business marketing at Facebook.

USA TODAY created the Super Bowl Ad Meter in 1989 after noticing an increasing trend in consumer interest in Super Bowl ads. A group of volunteers are pulled together each year to chart their second-by-second reactions to national Super Bowl commercials as the ads air live during the game. Participants react to how much they like or dislike an ad in real time. Ad Meter results have long been the industry-leading tool used to measure public opinion surrounding Super Bowl ads.

In 2012, the Ad Meter will be branded the USA TODAY – Facebook Super Bowl Ad Meter. In addition to USATODAY hosting the traditional live focus group where participants rate the commercials live during the game in a controlled environment, ratings will also take place via an app hosted on Facebook and USATODAY.com, both online and via mobile. The app will allow consumers to view the ads both online and via mobile, rate the ads and share them with their friends.

SECRET CLIP RELEASED EARLY thanks to everyone that participated in Bud Light’s “UNLOCK THE SPOT” Facebook contest.

Mobile users can view the ad here.

The all-new Chevrolet Cruze. With real-time status updates. For more information visit http://www.chevrolet.com/cruze/

Mobile users can view the commercial here.

Old Spice and Wieden+Kennedy Portland, the agency behind the campaign, announced the return of the much-loved Guy, (Isaiah Mustafa) who will be featured in new advertisements to air the day after the Super Bowl. The news was posted to Old Spice channels on Facebook and Twitter.

The Old Spice Guy will star in all-new two 15-second and one 30-second adverts (in one of them, he’ll be wearing a long grass skirt) as well as in print and digital media speaking about the brand’s new toiletry, which takes us to a “scent vacation” in exotic places like Cypress, Denali, Fiji, Matterhorn and Komodo.

W+K adds some details to what the Guy dashed out in the trailer spot. “In true Old Spice fashion, we will reward our fans with the campaign first. This time around, we’re actually handing the new commercial to one Super Fan several days before it premieres on national TV on February 7, letting them decide how and when the public will see the new campaign,” says the agency in its press release.

Bud Light is going online to engage consumers in the run up to football’s biggest game of the year, inviting fans of the brand’s Facebook® Page to guess the storylines to each of its three Super Bowl ads.  If the Bud Light community is able to “Unlock the Spot,” Bud Light will serve up a fourth, Internet-only ad exclusively to its fans.

At Facebook.com/BudLight Bud Light has posted images from each of its Super Bowl commercials. If its community can work together to correctly identify the storyline of each ad by Saturday, Feb. 5, Bud Light will unlock a special, Internet-only 90-second commercial ahead of its scheduled release after the broadcast of Super Bowl XLV on Sunday, Feb. 6.

These stills are from Bud Light’s three, 30-second ads, which will debut on Sunday, February 6, during FOX’s broadcast of Super Bowl XLV. Consumers 21 years of age and older can go to facebook.com/BudLight and click the Unlock the Spot tab to guess the ad storylines and join in the discussion.

“Every year there is anticipation, excitement and discussion about Super Bowl ads,” said Gregg Billmeyer, vice president, Premium Lights, Anheuser-Busch.  “We wanted to give our fans their own piece of that – something that will encourage discussion among them, attract new fans and reward them all by giving them content they’d be the first to see.”

Bud Light’s digital programming for the big game also extends to the brand’s experiential event in Dallas, the Bud Light Hotel.  At Bud Light Hotel, Bud Light will become the first brand to build an official Radio Frequency Identification (RFID) application on Facebook Platform for guests to share their experience with friends.

The unique service allows people to use a Facebook application to sync their Facebook account with an RFID-enabled token.  By scanning the token at an RFID reader, users can automatically publish their activities at a particular event to their profile page without using a computer or mobile device.

At the Bud Light Hotel, guests will be provided RFID-enabled wristbands, which they can sync with their account at Bud Light kiosks fitted with readers.  At kiosks throughout the event space, guests will be able to take and publish pictures directly to their News Feed with one swipe of the RFID bracelet.  If a group of friends takes a picture at a kiosk, they can each swipe their RFID wristband and publish the pictures to their individual Facebook profiles as well. 

The 193-room Bud Light Hotel is a temporary re-branding of a hotel in the heart of downtown Dallas.  After debuting during last year’s big game in Miami, the Bud Light Hotel has quickly become one of the hottest destinations during pro football’s biggest weekend.  This year, the Bud Light Hotel features a Texas-sized tent (132’ x 230’), which will transform the hotel’s parking lot into a premier concert venue capable of hosting 3,500-plus guests (21 years of age or older).  With a star-studded lineup of concerts and exclusive events – including the legendary Playboy party and performances by Nelly, Ke$ha and Pitbull – the Bud Light Hotel will be the place to party in Dallas.  For more details, visit www.BudLightHotel.com.

Read More at: The Independant

The peak advertising event of the year is joining the digital age by going beyond the 30-second TV spot to include online features, social networks and mobile media. Ad agencies are incorporating Facebook and Twitter as well as contest sites such as http://beonthefield.com. 



Mercedes-Benz launches “The World’s First Twitter-Fueled Race,” which gives cars to a two-person team that gains the most Mercedes-Benz tweets and Facebook “likes.”



Audi’s spot will include Audi Inner Circle social-media contests. The carmaker’s companion ad airs prior to the Super Bowl – called “Goodnight,” it is about the trappings of luxury.


The game airs on Fox-TV in the US, Sky in the UK, ESPN in Brazil and Italy and other local networks around the world. 


Go to http://on.fb.me/eyu7aj and make a X3 that matches the one shown in the TV ad during the Super Bowl on February 6th, and you could be entered to win an X3 lease. Oddly enough the contest deadline is February 11th. You can enter once a day, so feel free to go back every day and try another build, or just wait and see the Super Bowl commercial and build the X3 that is shown at the end.

Back by popular demand, CareerBuilder’s beloved chimpanzees will be starring in the company’s 2011 Super Bowl commercial slated to air during the third quarter of the game. Read more about CareerBuilder’s online integrated campaign at: Superbowl-ads.com

“We’ve invested in the Super Bowl for seven years because we consistently see a positive return in terms of revenue, applications and overall awareness,” said Matt Ferguson, CEO of CareerBuilder.  ”There’s no bigger venue to reach an engaged audience with your message.”

CareerBuilder’s ROI from the Super Bowl

Revenue – Over the last six years, on average, CareerBuilder experienced a 39 percent year-over-year growth in invoicing in the month following the Super Bowl.  This consistently outpaced year-over-year growth in other months. 

Traffic – CareerBuilder’s traffic grew 30 percent year-over-year in the three months following its first Super Bowl appearance and continued to see gains every year.

Applications – Over the last six years, on average, CareerBuilder saw a 25 percent year-over-year increase in applications to its employers’ jobs in the month of the Super Bowl.  CareerBuilder saw a 23 percent year-over-year increase in applications in the month following the Super Bowl. 

Brand Awareness – Per Millward Brown awareness survey data, from 2004 to 2010, CareerBuilder’s unaided awareness grew 57 percent.  Total awareness of CareerBuilder’s TV ads grew more than 400 percent in the week following its first appearance at the Super Bowl.

Source: CareerBuilder

Read More at: Clickz

HomeAway’s :30 Super Bowl XLV ad, scheduled to air during the Feb. 6th game’s third quarter, is being supported by an intriguing digital mix.

The Dallas-based vacation rentals site has partnered with digital video firm B-Reel to allow members of HomeAway’s network of home renters to customize a version of the Super Bowl ad. They will be able to plug in images of the spaces and amenities they offer through the company.

“They will be able to star in and direct their own Super Bowl ad,” said Matt Cohen, director of global brand marketing at HomeAway. “There will be various places to put their location in the ad… We want it to be more fun and entertaining than a hard-hitting sales tool.”

Still, Cohen said the home renters will be encouraged to push their customized version of the TV spot through their individual accounts on Facebook, Twitter, and e-mail. HomeAway will also leverage its social media pages and e-mail list in the weeks and days leading up to the Super Bowl, he said, in order to build buzz around the ad.
In addition, the brand plans to run Facebook ads and Google AdWords campaigns specifically to help maximize effect of the Super Bowl purchase.

It’s the second year in a row that HomeAway has bought a Super Bowl spot. During the 24 hours after the 2010 game began, Cohen said, HomeAway.com traffic spiked by 500 percent. He said the site had 1 million incremental page views during that same span of time, while the TV ad helped spur 171,000 measurable interactions on Facebook during the next 30 days. And the brand saw its “fans” on the social site lift from 76,000 to 98,000 during Super Bowl week.

Watch the Sneak Peek at Superbowl-ads.com

Read More at: Boston.com

Roughly 15 percent of the estimated 100 million people who could watch the Super Bowl this year are expected to post something on Facebook about the game or the Super Bowl ads, according to a study by Venables Bell & Partners, a San Francisco ad agency.

Fans may also be texting en masse, the study said. But perhaps because fans tend to gush at length, Venables Bell doesn’t expect to see an explosive outbreak of tweeting, a form of communications that compels its practitioners to express their thoughts with haiku-like brevity.

“During the game, 22 percent of Americans plan to be on Facebook (vs.16 percent in 2010) and 22 percent plan to be texting, while only 4 percent plan to tweet,” Venables Bell said in a press release. “These percentages nearly double for young adults (18-29), with 41 percent saying they’ll be on Facebook, 44 percent reporting they’ll be texting, and 12 percent tweeting. When asked what they will be posting about on their social networks, almost a quarter of survey respondents said they would post something about the ads over plays, the half-time show, parties, players, and coaches.

Go Daddy Announces Super Bowl Advertising Plan – Yahoo! Finance

SCOTTSDALE, Ariz.–(BUSINESS WIRE)– Go Daddy’s commercials for the 2011 Super Bowl are far from being approved, in fact, they haven’t even been filmed yet, but CEO and Founder Bob Parsons declared Go Daddy will advertise in the big game for a seventh consecutive year. Go Daddy has purchased two 30-second spots in the Super Bowl and a single 30-second pregame commercial on FOX – all to be produced by Go Daddy Productions.

Parsons also said, like every other year, the ads will be GoDaddy-esque – meaning edgy, fun and slightly inappropriate – but this year will be different because Go Daddy Girls Danica Patrick and newcomer Jillian Michaels will both be featured.

“Jillian has the power … Danica has the speed! Together, our dynamic duo of Go Daddy Girls add up to sheer Super Bowl magic,” Parsons said. “Hopefully the FOX network won’t keep commercial creativity on such a short leash this time around. For 2011, Go Daddy is going to be as edgy as ever – in fact, our goal is to ‘out Go Daddy’ ourselves!”

Go Daddy, the world’s top Web hosting provider and domain name registrar, has leveraged the Super Bowl to its advantage over the last six years by using edgy 30-second commercials to attract millions of Internet visitors to www.GoDaddy.com. This year, an estimated 100 million people are expected to watch the Super Bowl.

“It doesn’t get much bigger than being in a Super Bowl commercial,” Jillian said with a big smile. “I think shooting a spot with Danica Patrick is going to be a blast. Go Daddy certainly knows how to create buzz around Super Bowl time – I’m looking forward to being a part of this new Go Daddy campaign!”

Danica has been featured in four Go Daddy Super Bowl campaigns to date. She starred in Go Daddy’s “Baseball” commercial, ranked as the Most-Watched Super Bowl Ad in 2009, according to TiVo.

When it comes to Go Daddy’s plan to use both her and Jillian in this year’s Super Bowl commercial, Danica had two words: “Girl Power!”

“Go Daddy takes some heat for their edgy commercials, but if you watch the ads I’m in, they’re actually all about Girl Power,” Danica said. “Adding Jillian to the campaign creates a whole new range of possibilities.”

Go Daddy’s Super Bowl legend began six years ago when FOX yanked Go Daddy’s ad before its second airing during the 2005 Super Bowl. That censorship triggered a postgame controversy which some believe puts Go Daddy under extra scrutiny with television executives each year.

“I agree with Bob,” Danica asserted. “Censors really need to lighten up! Aren’t Super Bowl commercials supposed to be about having a little fun?!”

The Super Bowl broadcast is set for Feb. 6 on FOX, the television network on which Go Daddy’s original controversy ignited.

To see Go Daddy’s Super Bowl commercials and photos, visit www.GoDaddy.com/SuperBowl.

To learn more about establishing your online presence, easily and affordably, visit www.GoDaddy.com.

Follow & Friend Go Daddy on Twitter & Facebook.

About The Go Daddy Group, Inc.

Go Daddy is a leading provider of services that enable individuals and businesses to establish, maintain and evolve an online presence. Go Daddy provides a variety of domain name registration plans and website design and hosting packages, as well as a broad array of on-demand services. These include products such as SSLCertificates, Domains by Proxy private registration, ecommerce website hosting, blog templates and blog software, podcast packages and online photo hosting. The Go Daddy Group has more than 43 million domain names under management. Go Daddy registers, renews or transfers a domain name every second. GoDaddy.com is the world’s largest Web hosting provider and is the world’s No. 1 domain name registrar according to Name Intelligence, Inc. During the first half of 2010, The Go Daddy Group registered more than one-third of all new domain names created in the top six generic top-level domains, or gTLDs, including .com, .net, .org, .info, .biz and .mobi.

- The Go Daddy Group -

Copyright © 2010 GoDaddy.com, Inc. All Rights Reserved.

Contact:
The Go Daddy Group
Elizabeth L. Driscoll/VP Public Relations
480-766-3794
PR@GoDaddy.com