It seems that on the biggest advertising day of the year, brands are entering a new evolution of marketing.
During this year’s Super Bowl, consumers chose the endings of their favorite commercials, wrote scripts, unlocked exclusive brand content, submitted photos, and even named a baby foul on behalf of Budweiser. Along with wings, beer, and football, it appears that participating with brands has become a game day staple.
Some brands, like Doritos, are no stranger to collaborative Super Bowl spots. “Crash the Superbowl” turned seven this year, and the campaign has landed the brand in the Top 5 favorite ads in USA Today’s AdMeter every year since its 2007 premier. In 2009, 2011, and 2012, commercials submitted by Doritos fans snagged the #1 AdMeter spot (source: Mashable).
Others, like Ford, newly embraced consumer collaboration. This year, Ford invited Lincoln fans to “Steer the Script,” featuring user-submitted road trip stories acquired on Twitter in both print and television spots.
In fact, 20% of 2013’s 35 Super Bowl advertisers incorporated some form of consumer involvement into their marketing. That’s a noticeable shift when only four brands featured hashtags during 2012 Super Bowl commercials. This year, consumers guided a big chunk of the multi-million dollar game day productions (source: Wireless Week).
Evidently, consumer involvement works. Frito-Lay reported a 73% increase in web traffic, as well as 100% increases in both “Crash the Superbowl” votes and uniques entering 2013 (source: Mashable). Toyota also saw momentus Super Bowl success, racking up 11 million views on their co-created “Make a Wish” campaign, 3.2 million of which were pre-game teaser views. (AdAge).
Crowdtap, a collaborative marketing platform that allows brands to ideate directly with thousands of their consumers, asked a sample of their 250,000 member community to weigh in on their favorite collaborative Super Bowl ads.
Now an established fan favorite, 48% of the Crowdtap respondents cited Doritos’ “Crash the Superbowl” as one of their three favorite crowdsourced campaigns, followed by Super Bowl spots featuring Coca Cola, Pepsi, Pizza Hut, and Toyota.
Today, a quarter million consumers use Crowtap.com as a discovery engine to find new ways to participate with brands, and brands like Verizon, Sony, and Kimberly Clark leverage the platform to market with consumer advocates.
Here’s a breakdown of the Top Five collaborative marketing campaigns as ranked by consumers on Crowdtap:
1. Doritos: Crash the Superbowl
This year’s “Crash the Superbowl” campaign allowed consumers to weigh in on five fan-submitted commercials.The winner earned a chance to work with director Michael Bay on the 2013 installment of Transformers.
2. Coca-Cola: Coke Chase
Coca Cola’s cross-channel campaign solicited consumer votes on Facebook, Twitter, Instagram, and Tumblr to guide the commercial’s ending and determine which group of desert-dwelling characters won an ice cold coke - the cowboys, motorcycling bad boys, or showgirls. The first 50,000 fan participants during the Super Bowl also won a free Coke.
3. Pepsi: Halftime Frame-by-Frame
Pepsi fans competed to win a Super Bowl party kit by submitting photos - 400 photos of which were featured in this year’s Pepsi ad. Pepsi participants also uncovered clues with tweets during the game to discover how they could win a chance to attend the 2014 halftime show.
4. Pizza Hut: Hut, Hut, Hut!
Pizza Hut asked consumers to star in their commercial, featuring video submissions from fans who yelled the quarterbacks' favorite line: "Hut, hut, hut."
5. Toyota: Wish Granted
Toyota fans submitted photos of themselves on Twitter and Instagram with the hashtag #wishgranted. The winner was featured in Toyota’s 2013 ad.
This year marketers are focused on ideation with consumers, using social media to empower fans to become co-creators of brands. And if SuperBowl Sunday is any indication, the brands making the collaborative marketing play are the ones set to score big in 2013.