Superbowl-ads.com Article Archive

Here’s a rundown of online video advertising numbers and second screen activity related to the Super Bowl.

A study by Century 21, a Super Bowl advertiser, looked at expected second-screen usage for the game. Profiling 3,000 viewers, 36 percent said they will supplement viewing on the second screen. Furthermore, 42 percent said they will check sports apps for up-to-date news and behind-the-scenes commentary, and 52 percent intend to use social media to provide their own commentary. Thirty percent of the 18-54 age demographic intend to tune into multiple screens, compared with 10 percent of the 35-plus group. Twitter’s official numbers: 24.1 million tweets, with Beyoncé stealing the show.

On the TV side, CBS’s sold-out inventory is said to average $3.7 million to $3.8 million per ad. There aren’t official figures on what online video ads run, but last year’s live stream commanded “between the high six figures and low seven figures” per ad. The online numbers could be higher this time around, given the surge in second-screen and live viewing.

Those who shelled out the big bucks for the Big Game can expect to see a 20 percent increase in website traffic for the week following the Super Bowl. With more emphasis on digital marketing, these companies are said to have experienced an increase in traffic before the game as well, since most of the highly anticipated ads are already online.

Read more at : Videomind

Anheuser-Busch said Tuesday that its contest to find a name for the foal born Jan. 16 at the company’s Clydesdale ranch in mid-Missouri generated more than 60,000 tweets, Facebook comments and other messages. Hope was one of the more popular names generated through the social media effort.

Other suggestions were nods to the song featured in the commercial, including Landslide — the name of the song — and Stevie — for Fleetwood Mac singer Stevie Nicks.

“We were overwhelmed by the response we got,” Lori Shambro, brand director for Budweiser, said in a statement.

“Many of our fans wanted a name to reflect their optimism and spirit, which the name Hope encapsulates beautifully,” Shambro said.

The ad chronicles the enduring bond of a Clydesdale foal and the horse’s trainer. Anheuser-Busch has released a two-minute version available on YouTube.

The young horse proved to have some acting chops: Though a female, she played a male in the 60-second spot “Brotherhood.” The commercial ranked No. 1 on USA Today’s Ad Meter, a ranking based on fan voting on the USA Today website through Facebook and Twitter.

Read More at : Yahoo

The most frequently used word consumers used to describe GoDaddy’s “Perfect” ad, according to Ace Metrix, was “gross.” As GoDaddy described the ad: “It used humor to demonstrate the two sides of Go Daddy by way of a memorable kiss. The now famous lip-lock featured supermodel Bar Refaeli, representing Go Daddy’s sexy side, and new sensation Jesse Heiman, representing Go Daddy’s smart side.”

As my sister put it, “I could have done without the sounds.”

Such comments are music to GoDaddy’s ears. The controversy, GoDaddy says, set the company up for a record Super Bowl. “We’re not going to apologize for ‘The Kiss,’” said CEO Blake Irving. “It’s sparking conversations. It was approved by network Standards and Practices and it uses humor to illustrate the point about how powerful a combination ‘sexy’ and ‘smart’ are. Personally, I think it’s hilarious!”

It was also pure gold for its mobile traffic, which has become the de facto benchmark for advertising success for the Super Bowl—an event almost uniformly watched on the big screen.

GoDaddy went for shock-value, explains Warren Zenna, managing director of Digital / Mobile at Woods Witt Dealy & Sons, full service agency in New York City. “They know that 50% of Superbowl viewers (mainly mom’s and kids) tune in more for the commercials themselves than the actual game. As a result, making the ads controversial or hilarious results in tweets, texts, searches and posts almost immediately. ”

Shock value. Clever games. Contests in which the prize is a trip to next year’s Super Bowl. Advertisers tried them all this year in order to get viewers eyes away from the big screen and onto their tiny mobile devices, if only for a few months. Why? “An effective mobile extension can turn a 30-second spot into a long-term engagement for advertisers,” Zenna says, “and for a $4 million dollar investment in a single ad buy, that extension can make or break the success of the campaign.”

Read more at : Forbes

They let their fingers do the talking.

They did it while Beyoncé mesmerized the audience during halftime at the Super Bowl. They did it during the partial power outage at the Superdome. Users of social media — mostly on mobile devices — generated a record-setting number of posts, “likes,” check-ins, mentions and comments about the big game, say two firms that monitor social-media activity.

Social-media interactions on Sunday night set a record for a Super Bowl — and for any major televised event, according to New York-based Trendrr, which followed social-media activity related to the big game on Twitter, public Facebook profiles and the social applications GetGlue and Viggle.

In all, there were 47.67 million instances of social-media engagement during the game between the winning Baltimore Ravens and San Francisco 49ers, Trendrr reports.

Last year, the Super Bowl scored 17.4 million interactions on social media vs. 3.1 million in 2011, according to Trendrr.

Even other major events pale compared with Sunday night. The April 2011 royal wedding between Prince William and Kate Middleton racked up 5.6 million instances of social-media activity, while last year’s Grammy Awards generated 17.1 million, according to Trendrr.

Read More at : BurlingtonFreePress

ESPN’s newly-formed social media integration unit are here to help engage fans through Twitter, Facebook and other platforms in unique ways.

Fans should follow @ESPNNFL, the Twitter feed that encompasses all of ESPN’s NFL studio coverage. This will be one-stop shopping for all things NFL in New Orleans this week.

There are two primary ways fans can interact with ESPN: by submitting SportsNation postcards and by voting in our live Twitter polls. Fans at home can take photos of their faces and tweet them using the hashtag #SBPostcard for a chance to get to New Orleans without leaving their couch. ESPN will select photos on our shows and on our social Jumbotron in front of our live audience and sending fans their own personalized postcard back to them on Twitter. This is the first time ESPN has tried to do something like this on site at a large event like the Super Bowl.

Fans can also tweet their answers to daily ESPN twitter poll questions using the hashtag #ESPNSBPicks.

Here is the ESPN Super Bowl XLVII Week programming schedule

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

Harnessing the power of social media makes perfect business sense. When an advertiser shells out between $3.5 million and $4.5 million for a Super Bowl ad, using social media to get added exposure isn’t just an afterthought. It helps amortize the cost of the commercial by generating millions of dollars in free publicity.

Audi of America, which is making its sixth-consecutive appearance in the event, believes chatter about Super Bowl ads begins to fade between 24 and 48 hours after the game is over, said Loren Angelo, general manager-brand marketing for the automaker. Unveiling the ads in the weeks before kickoff gives an advertiser the abiltity to have “a much longer conversation” with consumers, he said.

“The value is certainly in the anticipation of the Super Bowl,” Mr. Angelo added. “There’s only so much that people are going to talk about at the water cooler on Monday morning.”

The technique threatens to put a favorite Super Bowl ad trick on the shelf to collect dust. For decades, Super Bowl ads hinged on “the reveal” or the delivery of something surprising. While this new era of ads is generating loads of digital and social response, they are also removing a lot of the shock and wonder that were once a big part of the experience. Would Apple’s famous “1984″ ad from Super Bowl XVIII have had as much impact if it were shared endlessly online in the weeks leading up to its official TV debut?

Some critics think the old ideas are more sound. “Last year’s Super Bowl really calls the strategy of pre-release into question,” said Charles R. Taylor, a marketing professor at Villanova Business School. With so many companies running visual teasers of their spots, he said, many advertisers lost “the element of surprise” and its absence “may have dampened the effectiveness of some pretty good ads that would have made a splash if not previewed.”

Read More at : AdAge

Forget what all those ad executives tweeting on #brandbowl and #whartonfoa told you last night: There were 87 commercials during last night’s Super Bowl, but very few of them failed to meaningfully connect their message to their social media platforms.

The ad execs praised the use of Twitter hashtags, even going as far as saying the hashtag was to 2012 what the URL was to 2000, one year after Victoria’s Secret became the first ever firm to use a Super Bowl ad to connect viewers to its online media. But posting a hashtag in a commercial and getting viewers to take some sort of action that increases brand affinity are two different things, according to an anlysis released Monday by Resource Interactive.

Coca-Cola, for example, aggressively encouraged people to watch the game withs its fame polar bears on Facebook and Twitter in the days and weeks leading up to the Super Bowl. But come game time, none of the soft drink makers three television spots included a URL or mention of the social media end of the campaign.

“Consumers don’t think in channels (traditional, digital, mobile, social). Coca-Cola failed to make its multi-channel experience simple and seamless,” said Lora Schaeffer, Resource Interactive director of social media.

Altimeter was surprised that many brands didn’t include some call to action in their commercials. According to the firm’s day-after analysis, 32% had no references to Websites or social media sites, And only Best Buy had an “Act Now” promotion, offering people who visited its Web site $50 off a mobile phone purchased in 2012.

“Viewers visiting the BestBuy.com site were immediately presented with the opportunity to sign up for the offer and the brand created a sense of urgency by limiting the offer only to those who sign up by Feb. 12,” said Jessica Ried, Resource Interactive director of commerce strategy. “Acknowledging that not everyone is eligible to buy a new phone at this very moment, the offer includes an opt-in notification for new phone eligibility which was a smart move by Best Buy. Many brands with shorter purchase cycles failed to provide any meaningful reason to act.”

Other big winners in terms of connecting a television commercial to an online presence were car makers Chevy and Chrysler, although the two firms took decidedly different approaches. Chevy heavily promoted an app before and during the game, and added a contest that included 20 brand new Chevys as prizes to entice viewers to download a mobile app.

“Chevy kept their brand relevant and quite literally at the fingertips of consumers throughout game,” Schaeffer said.

Online observers may have missed Chrysler’s connection to social media, as its somber, Halftime In America advertisement featuring Clint Eastwood had no social or online branding. But after the game, Chrysler was able to continue the conversation about the campaign on Twitter on #halftimeinamerica, according to Resource Interactive.

“Without tricks or hooks, the brand built upon the energy of last year’s spot, and quickly leveraged Twitter to continue the heat-felt campaign,” Resource Interactive said

Read More at: ReadWriteWeb

While a host of former NFL players will pick this year’s Super Bowl winner during the NBC pre-game show, digital marketing agency ymarketing is announcing Coca-Cola as the odds-on favorite to become the Social Media Brand Champion in 2012. The prediction is based on established social media presence, recent digital performance, and historical reaction to Super Bowl Ads as measured by post-game online consumer behavior and social media interaction. Other top brands expected to score big include Best Buy, Chevy, Disney, Doritos, Google, Kia and Pepsi.

“One of the biggest changes to this year’s Super Bowl advertising is the overt quest for command of the so-called second screen, or mobile tablets and phones,” said Donald Nosek, VP of Strategy for ymarketing. Whereas in the past brands may have mentioned a social media address or added subtle icons to an ad, “This year the spots will encourage social media interaction while the game is in progress,” noted Nosek. “In our mind Coke, and a few others, appear to have solid integrated advertising game plans.”

The full 2012 Super Bowl Social Brand Scoreboard Report will be available after the game to all who register at http://www.ymarketing.com/SuperBowl2012 and will show how ymarketing’s predictions matched up to the actual results.

Super Bowl XLVI host city Indianapolis has concocted a new way to deal with the madness that comes with managing the world’s biggest annual sporting event. The solution? The Super Bowl’s first-ever social media command center.

A team of strategists, analysts and techies will monitor the digital fan conversation via Facebook, Twitter and other platforms from a 2,800-square-foot space downtown. The station will open on Monday and run through Super Bowl XLVI on Feb. 5. The team will tweet directions to fans in search of parking, direct visitors to Indianapolis’s best attractions, and stand by to provide information in case of a disaster.

“Social media is just how people interact now,” said Taulbee Jackson, CEO of Raidious, the digital marketing agency that the Super Bowl’s host committee tapped to manage the communications hub. “We felt it was critical to have some horsepower behind that aspect of the Super Bowl here, versus what you might have seen from other Super Bowls.”

Some 150,000 people are expected to flood into downtown Indianapolis — where the game will be played at Lucas Oil Stadium — over Super Bowl weekend.

Advanced search tools and analytics will help Jackson and his team identify fans in need of help by indexing key words and phrases. For example, a fan won’t need to tweet, “where can I find parking?” to get help; Raidious operatives will be able to pick up on a general phrase such as “parking sucks” to offer assistance.

But it won’t be a simple operation. The command center will utilize more than a mile of Ethernet cable and more than 150 square feet of networked screen space. More than 20 people will man the center for 15 hours per day.

Read More at : Mashable

Read more at: bnet.com

PepsiCo (PEP) may have wasted its money on the six-month-long contest it staged for consumers to make their own Super Bowl ads for Doritos and Pepsi Max, if a survey of 255,431 mentions on Twitter, Facebook and other social media is to be believed.

It’s not that Pepsi didn’t get a lot of mentions on microblogs and other new digital media. And people had positive things to say about the commercials that aired. It’s that Volkswagen got the most mentions, and the most positive mentions, simply by releasing a single ad — its adorable Darth Vader spot — just four days before the big game, according to buzz measurement company Alterian.

Groupon also got noticed more than most advertisers on social media, but for all the wrong reasons, Alterian’s study shows.

The next Old Spice commercial will go out to an audience of one: The brand is going to seed the ad to one superfan to disseminate within his or her social network.

The company will choose the superfan based on his or her social media support. “We’ll be scouring the web,” Old Spice rep Mike Norton says.

He says that the video will be e-mailed to one superfan sometime in the next couple of weeks, but well before the ad breaks on February 7, the day after the Super Bowl. The Procter & Gamble brand will not be advertising during the game, Norton says.

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