With the Super Bowl yesterday came the time-honored Super Bowl commercials, each costing $2.5 million for a 30-second spot. Even Google got in on the game with its first ever spot receiving rave reviews (although the commercial wasn’t new). But which commercials went beyond TV to score on the Web? Reprise Media released a report that ranks Super Bowl advertisers based on the level of integration between their television commercials and presence on the web in terms of search and social media. According to Reprise’s scorecard, Boost Mobile, HomeAway, E*Trade and Google were the marketing standouts out of last night’s commercials.
Reprise decreed that Boost Mobile and HomeAway, which were both first-time Super Bowl advertisers, had the best cross-channel promotion from the tube to the web. E*Trade and Google followed with compelling ad spots that encouraged users to look to the web for more information. Who fumbled? The Pop Secret/Emerald Nuts, Prudential, Dodge Charger and all movie commercials had the least amount of cross-channel integration.
Interestingly, Turbo Tax, Mazda and Pepsi didn’t have ads in the Super Bowl but they attracted traffic online by running paid search ads on keywords related to other Super Bowl advertisers. Unsurprisingly, millions of consumers turned to social networks including Twitter to discuss their favorite ads. According to social media monitoring service Trendrr, the four top gaining Super Bowl ad brands on Twitter within the last 24 hours were Dockers (+307%), Boost Mobile (+161%), Emerald Nuts (+150) and Disney’s Alice in Wonderland (+120%). Out of all of the car commercials, Audi’s A3 Green Police advertisement received the most buzz on Trendrr. But was that because it was humorous (showing people getting arrested for using foam cups and incandescent bulbs) or too smug?
Social media measurement company Radian 6 and ad agency Mullen have released stats on which brand was most effective according to sentiment and volume of Tweets on Twitter. The report says that Doritos was the most effective brand to advertise on the Super Bowl telecast on CBS this year. Budweiser Select55 was the least effective brand. And Google and Focus on the Family followed Doritos is becoming the most discussed commercials on Twitter. Of course, it should be noted that Doritos had several commercials in the Super Bowl, which could have contributed to the volume of tweets. On the other hand, Google had a higher percentage of positive tweets.
I personally thought that the Denny’s chickens commercials were great. Expensive way to give away a lot of food.
Not a web tie-in, but I thought the best commercial of the night was the Letterman/Oprah/Leno one….and no CG to do it with!
I found most of them to be lacking in imagination. Sad. Best is the bridgestone’s whale. Ok. Denny’s chickens isn’t bad either.
Hopefully, next year’s ads will be better. At least the game was pretty entertaining because the commercials and halftime were not.
Perhaps, companies will start using more and more web video / ads because it’s cheaper !!! 2.5mill could go a long way on the web.
There are so many ways to look at all these ads, especially the Homeaway ad, the newbie in the roster of advertisers on Super Bowl.
As a vacation rental home owner, I am happy for any exposure vacation rentals can get.
As a marketing professional, I am more than a little skeptical that Homeaway sufficiently delineated the core difference between hotels and vacation rentals, nor did they really focus on the advantage of a VR.
Though the ad is being dissected with rigor on all the vacation rental owner chat boards, with half exuberant and half dejected, my over all impression is that this was not necessarily a win for vacation rental owners when it comes to the immediate draw of attracting (appropriate) rental guests.
For a fraction (literally zero cost) of the expenditure, there are several youtube videos that make a vastly more understandable differentiation concerning vacation rentals. One of these is by Second Porch, a new application of Facebook, which offers the transparency of social media for people who own or rent vacation rentals.
And it’s got its own little buzz going with nearly 800 visits. Hope you might have a moment to take a look your self:
Whoever you are – Second Porch ad agency – you’ve been spreading this message and dropping your home made ad all over the web.
It’s OK to follow in the trails of HomeAway’s trail blazing but don’t say they didn’t do a great job with the ads because they did.
Live and let live buddy
As Bill Simmons so aptly put it in his column yesterday with regards to the Griswolds being pimped out, “If you’re going to destroy icons from my childhood, at least give me a warning first.”
he ordered a bourbon… and she poured him a chambord.
not cool.
I had no idea what Home Away was advertising. Nor did anyone in the Super Bowl party watching the superbowl commercials.
Come on! the Dodge Charger ad was great! I thought Chevy Chase was embarrassingly bad, though WhatsHerName still looks pretty hot for a 70-something.
I think the Audi/Green Police will backfire with a certain political group (think conspiracy theorists, et. al.)…
Jonathan, I think you’re right… it may.
TDI has loooooong been the standard in EU for it’s efficiency, power and engine longevity. I hope that US buyers start seeing the truth about diesel and what better automaker to promote it than AUDI?
(I do own an A3 but not a TDI, yet. They didn’t have those last year
Amazing cars though!!!)
eTrade’s “milk-ohlic” was by far the best ad in my opinion.
There is something missing in your “trending” equation – and that’s whether the comments were positive or negative. In my Twitter universe, there were several comments on the Emerald Nuts spot, but they were all negative. Budweiser got a lot of mentions in my network, but most were on the disappointing creative this year (the longhorn spot?? – maybe that works in a telecast of a Univ. of Texas football game, but not in the Super Bowl).
All “mentions” are not necessarily good!
Audi’s green police commercial was great! The Doritos gym commercial was definitely in my top 5.
I’m still surprised to see super bowl ads dominated by the same companies every year. It’s E-Trade, Budweiser, Doritos and a few car companies. Although Intel and Google dropped the $2.5 mil this year.
Note that Audi’s commercial is “funny” because it supposedly shows an absurd extreme of environmentalism. By putting across the eco-fascists as the “good guys”, it is far from funny.
If the goals of environmentalists ever seem confusing to you, ask yourself a single question: is the goal anti-human-life/needs in its effects? When you realize that you can answer “yes” for 100% of their goals, you ought to have a better understanding.
For example, many are puzzled at the growing disdain among environmentalists against wind power, supposedly because of birds. That has nothing to do with it. Wind power was pushed because they didn’t believe that it could possibly be practical enough to actually start to become implemented on a significant scale for significant human power needs. Once it became clear that it *can* supply at least some of these needs, it became the enemy – because it can actually support human life.
If the eco-fascists of the Audi ad bear a striking resemblance to National Socialists, it may not have been intentional, but the resemblance arises from fundamental similarities.
This, this, a thousand times THIS!
Pretty much every single environmental group out there can be characterized by the statement, “They like (forests, deserts, birds, trees, oceans, etc.)–and hate people.” Why? Is it just a reflection of their own self-hatred? I leave that to the psychiatrists to answer.
Google ad was such a waste.
They should have used it as an opportunity to promote the Nexus One.
The idea should have been the same but the searching should have been taking place on the Nexus One…BUT zoomed in on the screen only the entire time so you don’t know it is on the Nexus One…UNTIL the very end they zoom out and “tada”…everything you have enjoyed on your computer is now just as powerful on the Nexus One.
They could have told the World they have dominated the search market on the computer for years and are now ready to dominate the mobile market via the Nexus One.
I would have to say that the biggest FAIL was Dockers.
What a mistake (failure of IT and Marketing to have a little pre-Super Bowl Ad chat?) to not have the provisional bandwidth available and have full stress tested your website to be ready for tens of millions of extra hits than normal.
What a hit to their brand to screw up so badly and so visibly. People should lose their work of such a big screw up, or at least a serious “teaching moment.”
That was quite the SuperFail Dockers/Levi’s.
Bingo – epic fail. I went to their site to see how I got free pants right after the commercial, and it was down. Down for about 20 minutes… oops!
I thought one of the best was the Snickers commercial with Betty White and Abe – http://www.youtube.com/watch?v=qYlHwAh7Jck – well done. Green Police was brilliant – and SCARY cause we all know a few nuts that would like to see it happen. Google was a bust – don’t understand the ‘rave reviews’. And that Doritos commercial was classic. That little kid was awesome.
“Rave Reviews” for the google ad? Seriously? Read the comments! Geez….please do a better job at hiding your love…
Did anyone notice the TV revolution that is underway brought to us by the Vizio commercial. The days of set top boxes are numbered. They may not have hit mark with the commercial, but they have starting seeding something much bigger…
Sooner or later it was bound to happen. TV apps. No more cable, just plug in you HD TV, grab the apps (and channels) you want and you’re off.
The TV is just another “screen” (like any smart phone or tablet) to get media and apps on. Since we’re about to launch Vidli watching this commercial was validation of a lot of hardwork and planning…We’re offering beta invites if you’re interested. Think about someone buying your video, any kind of video, on their Vizio TV. Cool. Very Cool.
http://vidli.com/TC001
And yes, Beyonce was lookin’ good. Google’s idea of sex appeal must be two people getting married in France – virtually. Boo.
Overall delivery: Audi
Most saturated: Bud light
Most Suprising: Google
Most subtle: Doritos
Most Engagin: E*Trade
Funniest: HomeAway (I didn’t even remeber the name until I scolled back up to look for it)
Make you say “huh?”: Denny’s
..in my humble opinion of course.
At least the Google ad sold. I must say I was very very pleased and think Google hit the ad out of the park. From a marketing strategy perspective the ad was brilliant. In the words of the king of madison avenue…
If it doesn’t sell, it isn’t creative.
David Ogilvy
The Google ad SOLD and most of the others didn’t.
http://www.BrandAidBlog.com
Erik Johnson
Also, I might add that the much-ballyhooed “controversial” Focus on the Family ad was pretty weaksauce controversy. It told its story simply and inoffensively, and pointed to their Web site for more information. So much for all the liberal noise about that ad…
Please make the HOMEAWAY full hour and a half movie. We miss that type of comedy.
Sign-up for Beta http://bit.ly/boNGAt so we can pay a commercial next year in order to entertain you.
If we don’t achieve this,then have a peek at this presentation: http://ow.ly/1ojb7p
they weren’t very good this year :-\
ChaCha, the service that allows users to go online, call or text questions on mobile phones and receive free answers within minutes, says that a poll of its users, primarily teens and young adults, who asked questions during the Super Bowl last night showed that their favorite commercials were for Doritos. The ones they disliked most were for Go Daddy and the one most talked about, as measured by text traffic, was Denny’s, mostly asking where was the nearest location of the restaurant to collect their free meal on Tuesday.
The census ad was HORRIBLE. What were they thinking?
The Census Ad…What were they thinking? The same thing the government is always thinking… more ridiculous ways to spend “our” hard earned money.
The Vacation video online was about 50% too long and the writing was horrible. I finally gave up on it.
Let the gates of Google commercial parodies open!
I actually went to taco bell after watching the super bowl ads for their $5 boxes.
You have to give it to Denny’s for providing an actual web extension with all of their Chickens webisodes available on their Facebook page, not to mention the actual conversation they’re sparking & continuing:
http://www.facebook.com/dennys
Great post. It is clear You have a great deal of unused capacity, which you have not turned to your advantage.
The way you write shows you have a need for other people to like and admire you, and yet you tend to be critical of yourself.
It seems to me that while While you have some personal weaknesses you are generally able to compensate for them.