Superbowl-ads.com Article Archive

The Big Game has come and gone. While most people are talking about their favorite – or in some cases – least favorite Super Bowl ads, the real showstopper wasn’t the commercials or even Beyoncé reuniting with Destiny’s Child. No, the real event took place during the 32 minutes that the stadium went dark.

At the house party where I was, everyone put down their iPads and smartphones and looked at each other with dismay and confusion as if to ask each other “is this really happening?” And of course, the joking tweets were sent out from the thousands almost immediately.

What happened next is what separates the brands who came to play from those that are still trying to figure out what just happened.

Social Media Shines During Blackout

Audi sent out a tweet to “send some LEDs to the @MBUSA Superdome right now.”

Tide tweeted a clever photo with the caption “We can’t get your #blackout, but we can get your stains out.”

Calvin Klein linked followers to a Vine video featuring their svelte commercial star working out his abs because “the lights were still out.”

Even Walgreens jumped into the mix letting fans know that they “carry candles” with the hashtag #SuperBowl.

But the best came from a cookie. Always known for clever and smart community management, Oreo quickly added a Facebook post with the short status “Power out? No problem.” As of Monday morning, the post had over 6,700 shares and over 20,000 likes with 785 comments.

How Did Users React?

Fans tweeted, liked, shared and praised the “social media” people behind each channel, suggesting they receive raises and applauding creativity and timeliness of each of the brands’ posts.

What really made this work though is the obvious trust between the brands and their agencies.

Prepare for the Unexpected: Have a triage system created between all internal and external partners needed from the public relations to social marketing to executives to anticipate crises, but also events like this where our audience is watching along.

Is it appropriate? As marketers, we have seen where it is and isn’t appropriate to interject a brand into the existing conversation, whether it is on accident like some of the social media blunders we’ve seen. Some events are more appropriate than others for a brand to share.

Stay nimble: While we can plan until our heart’s content with editorial calendars and legal approvals, savvy brands recognize the need to work on the fly and stray away from the planned content as needed.

Read more at: SearchEngineWatch

The Verge: How Oreo’s rapid-response team lit up Twitter with a Super Bowl blackout ad

Wired: How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter

Nearly 30% of tweets sent during the Super Bowl were about the ads—who got the most social bang for their buck? With brands investing a record $4 million for a 30-second spot, today’s infographic by digital agency WhisprGroup looks at how that ad spend translated into social ROI for brands—and who got the biggest social bang for its buck.

Here are some highlights from their research:

For every seven tweets about the game, there were two tweets about the ads

Highest positive sentiment scores: Tide (86%); Audi and Taco Bell (80%); Doritos (77%)

GoDaddy’s ad (model makes out with nerd) garnered 290,000 tweets (126,000 more than runner-up Budweiser), but only 14% were positive

Taco Bell scored more than 10,000 followers during the Big Game; GoDaddy added 1,100

It didn’t go so well for GoDaddy, but there was a clear winner of the Super Bowl 2013 Tweet Championship, based on highest scores in categories including tweet volume, positive sentiment, new followers, and ROI.

WhisprGroup Infographic

Forty-six Super Bowl ads competed for bragging rights. One clear champion has emerged. The ad with the most votes in the second annual Twitter #AdScrimmage is Samsung’s “Next Big Thing.”

The commercial stars actors Seth Rogen and Paul Rudd brainstorming with a @SamsungMobileUS exec about a Super Bowl ad concept featuring LeBron James (@KingJames). LeBron actually makes a cameo on a tablet. It’s all very meta.

For those of you keeping track, it’s a repeat victory for @SamsungMobileUS who also scored the most #AdScrimmage votes last year for their big game ad, #VoteForNote. Congratulations on stealing the title from yourself, @SamsungMobileUS. We hope you’re going to Disneyland!

One key to @SamsungMobile’s second #AdScrimmage success: instantly mobilizing the Twitter fans of its celebrity spokesperson after the spot aired on television.

Loved spending the 4th quarter with Seth & Paul last night?  #VoteTheNextBigThing to show your love: adscrimmage.twitter.com/VoteTheNextBig…

— Samsung Mobile US (@SamsungMobileUS) February 4, 2013

The brand also used Promoted Tweets to extend the reach of its two minute spot and promote its branded #AdScrimmage hashtag, #VoteTheNextBigThing. We like brands who like hashtags.

These brands round out the top five big game ads with the most #AdScrimmage votes:

@MilkMustache with “Morning Run” (#VoteMilkMustache)
@Budweiser with “Brotherhood” (#VoteClydesdales)
@Tide with “Miracle Stain – Tide Super Bowl Commercial” (#VoteTideMiracleStain)
@CalvinKlein with “Calvin Klein Concept” (#VoteCalvinKlein)

More Super Bowl hashtag winners

Last year, one in five brands included a hashtag in their Super Bowls ads. This year, 50% of the 52 national ads during the game featured hashtags. Clearly, an increasing number of today’s marketers understand that half of Twitter’s users use the platform while they watch TV, which means Twitter can keep the conversation around an ad going long after a 30-second spot is over.

In fact, on-air hashtags featured in this year’s ads were mentioned 300,000 times on Sunday alone. That’s a +273% increase over last year of ad-related hashtag mentions on game day. So what ad hashtags got people tweeting while they watched the game?

The #CrackinStyle ad by Wonderful Pistachios (@getcrackin) sparked the most Tweets immediately after airing. The ad stars Korean viral sensation Psy and racked up over 13,000 Tweets mentioning the hashtag in one minute. Apparently, people still love watching him get his ‘Gangnam Style’ on.

Speed Stick (@SpeedStick) highlighted the most, um, explicit of all hashtags. In its #HandleIt spot, @SpeedStick features a man getting caught “panty-handed” at the laundromat with a woman’s underwear. The voiceover invites viewers to “tweet your #HandleIt moment and also displays the call to action in prominent text on the screen. @SpeedStick retweeted responses that poured in during the game.

The most tweeted hashtag in an ad during the game: #Clydesdales in the “Brotherhood” ad by Budweiser (@Budweiser) with over 58,000 mentions. As in past years, the Super Bowl ad featured @Budweiser’s iconic horses and opened with the birth of a baby Clydesdale. The ad tugged at the heartstrings with the story of a lasting bond between a man and his horse set to the music of Fleetwood Mac.

The game is over, the confetti has descended, and #RavensNation is celebrating their big victory. During the Sunday matchup between the @ravens and @49ers, the roar of the crowd was comprised of 24.1 million Tweets about the game and halftime show (this leaves aside the ads, about which more below). By the beginning of the second half, the volume of Tweets had already surpassed last year’s Tweet total.

The moments generating the biggest peaks of Twitter conversation (measured in Tweets per minute, or TPM) during the game:
- Power outage: 231,500 TPM
- 108-yard kickoff return for Ravens TD by Jones: 185,000 TPM
- Clock expires; Ravens win: 183,000 TPM
- Jones catches 56 yard pass for Ravens TD (end of 2nd quarter): 168,000 TPM
- Gore TD for 49ers: 131,000 TPM

Tonight’s most mentioned players were (in order): Ray Lewis (@Raylewis), Joe Flacco (@teamflacco), Colin Kaepernick (@Kaepernick7) and Jacoby Jones.

Whether they were inside the stadium or glued to screens elsewhere, athletes and commentators tweeted out their thoughts during the game’s big moments.

The other superstar on the field tonight was @Beyonce. Her halftime performance lit up Twitter (did it affect the Superdome power grid, we wonder?), generating 5.5 million Tweets. Fans’ favorites reflected by Tweet volume:
– Conclusion of her show: 268,000 TPM
- Destiny’s Child reunion on stage: 257,500 TPM
- Singing ‘Single Ladies’: 252,500 TPM

Illustrating just how fast advertisers moved in during the blackout: it took just four minutes for the first Promoted Tweet to appear against searches for [power outage] on Twitter. We’ll have more stats about the ads that ran during #sb47, including the results of our #AdScrimmage, later this week on the Twitter Advertising Blog.

Read More at : Twitter

According to Marketing Land, 26 of the 52 national Super Bowl ads mentioned Twitter in their spots. Considering that the Super Bowl generated 24 million tweets, that’s a smart bandwagon to jump on. YouTube and Instagram each got a shout out, and Facebook was mentioned four times. Nothing for Google+, though.

Here are the commercials that had some mention of Twitter — a hashtag, a logo, a URL or something else:

M&Ms – #betterwithmms
Audi – #braverywins
Hyundai – #pickyourteam
GoDaddy – #thekiss
Doritos – #doritos
Best Buy – #infiniteanswers
Disney Oz – #disneyoz
Fast & Furious movie – #fastandfurious
Toyota – #wishgranted
Doritos – #doritos
Calvin Klein – #calvinklein
Cars.com – #nodrama
Bud Light – #herewego
Hyundai Sonata – #epicplaydate
Volkswagen – #gethappy
Subway – #15yrwinningstreak
Subway – #FebruANY
Bud Light – #herewego
Subway – #FebruANY
Bud Light – #herewego
MiO Fit – #changestuff
Pistachios – #crackinstyle
Speed Stick – #handleit
Budweiser Clydesdales – #clydesdales
Tide – #miraclestain
Samsung – #thenextbigthing

Here are the Super Bowl commercials that had some kind of Facebook mention:

Fast & Furious movie
Hyundai Sonata
Taco Bell
Mercedes-Benz

In BrandBowl’s 3rd “Twitter” Round up of the Ads of Super Bowl XLVII.

It was a battle to the end, but Volkswagen – who drove (no pun) most of the buzz leading up to the Super Bowl with its pre-released “Get In. Get Happy” ad – held off Stevie Wonder and Bud Light for top honors in this year’s Brand Bowl. Bud Light will not go away empty handed, though, as it did garner the most chatter in the competition … totaling close to 89,000 tweets. The ad that earned the most positive sentiment, taking home the Most Loved award, was Taco Bell’s “Viva Young” spot. When you combine one of the hottest songs of 2012, featured in Spanish, with some old-school amigos tearing it up … you certainly reach a wide range of people. Doritos took second in Most Loved, while Dodge Ram’s “God Made a Farmer” took third in the category.

Best Ad

Most Talked About

Most Loved

Read More at : Brandbowl2013

What’s the twitter buzz from the world of sports?

The lights going out in the Superdome during the Super Bowl lit up the Twitterverse on Sunday, and outshined the game and the commercials.

“No way this power outage was on the pre-game prop bets!” — broadcaster Dave Sims (@TheDaveSimsShow)

“Both teams should have prepared for this.” — ESPN’s Kenny Mayne (@Kenny_Mayne)

“Let’s all watch the miserable CBS analysts stall while they wait for the lights to come on.” — @Deadspin

“With this game now getting really late, there’s no reason President Obama can’t step in and give everyone tomorrow off.” — @SportsPickle

The Associated Press sent out its top five memorable moments from Super Bowl XLVII and only one of those five was an actual moment from the game.

Jacoby Jones’ 108-yard kickoff return for a touchdown was behind the lights going out and Beyoncé.

A stolen prom kiss, smooching models and speeding showgirls are competing for online fans through Twitter, Facebook and YouTube today while the Baltimore Ravens take on the San Francisco 49ers in the Super Bowl.

The stakes are high for the championship football game’s advertising sponsors, who spent as much as $133,333 a second for a half-minute of airtime, a record sum marketers say is justified by the expected repeat viewings and buzz on the Web. Internet companies are taking on the role of referee, measuring viewers’ votes, searches and sentiments in an attempt to declare a winner among the Super Bowl sponsors.

The game, played in New Orleans and aired on CBS Corp.’s network, is drawing major marketers like Coca-Cola Co. and Volkswagen AG as well as lesser-known brands like Wonderful Pistachios and Gildan Activewear. BlackBerry, struggling to rehabilitate its faltering brand, is advertising for the first time in the Super Bowl, promoting the long-awaited Z10 smartphone ahead of its U.S. release in March.

Many advertisers started streaming their Super Bowl spots ahead of the game to draw a bigger audience, both online and on television. Ads released before the Super Bowl typically generate more than 9.1 million online views on average, compared with 1.3 million for those appearing on the Web the day of the game, according to Lucas Watson, vice president of advertising at YouTube, owned by Google Inc.

“You’re more likely to remember the brand on the Super Bowl day if you saw the ad beforehand,” he said in an interview last week.

Companies paid CBS an average of $3.75 million for 30- second Super Bowl spots, up 7.1 percent from a year earlier, the most expensive ad rate in U.S. media, according to WPP Plc’s Kantar Media, an industry research firm. Some sponsors paid more than $4 million, CBS Chief Executive Officer Les Moonves said in an interview.

Rates for Super Bowl spots have climbed about 60 percent over the past decade, showing how much marketers value the chance to reach the largest TV audience. Last year’s game had 78 commercials and produced ad sales of $262.5 million, according to Kantar Media.

Super Bowl sponsors get a 20 percent increase in traffic on their websites on the day of the game, and the audience remains higher than average the following week, according to an analysis from Adobe Systems Inc.

Read More at : Bloomberg

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

The social media monitoring service HootSuite has created and launched a real-time Super Bowl Social Media Command Center.

Fans can visit the site and check to see which team is leading when it comes to Facebook mentions, likes, Twitter volume of the teams, quarterbacks and coaches and overall fan sentiment. It will be updated continually and available through Sunday’s game.

The command center was created in conjunction with FSC Interactive, which developed the monitoring protocol for this year’s Super Bowl. The HootSuite command center will be the official social media management system for the New Orleans Super Bowl Host Committee and all of its social networks, including its Twitter feed (@nolasuperbowl).

Before the AFC and NFC Championship Games, HootSuite was able to correctly predict the winners by analyzing fan sentiment based on Twitter conversations about the four teams participating.

As HootSuite noted on its blog: “Maybe social media represents the new era of the ‘home team advantage’ where the best, most dedicated fans give their team an extra boost when it really matters? We don’t really know why it works, but it has so far.”

To have a look into Super Bowl Media Day’s Tweets and Twitterbraggin’, and more at : ESPN

Read More at: The Street

There was no dearth of companies interested in Super Bowl commercials this year, though plenty more should have been.

While its tough to sneak your company’s Super Bowl commercials into the game-day lineup — Fox took down the vacancy sign for its $3 million, 30-second Super Bowl XLV commercial spots way back in October — there are a handful of companies for whom a Super Bowl ad could change their brand from a modest success to an American staple.

If any other Super Bowl commercial buyers get cold feet, here are eight companies that should consider making the splurge: Twitter, Nintendo, BP, Roadside Attractions, Haier, Motorola Mobility, Five Guys, Samuel Adams

Go to the Facebook page, pick your team to tweet for!

On Feb. 2, four teams will leave New York, L.A., Chicago and Tampa in specially outfitted Mercedes-Benz vehicles, headed to Dallas, TX.

Get ready to power these cars to the finish line. The more positive tweets received, the more power the car gets, which shouldn’t be a problem for any of the teams, as they each have a celebrity coach with over 1 million followers to help get the word out.

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.

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. 


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