Tagged 'super bowl ads'

Will Super Bowl Advertisers Take Another Pass on Mobile?

Posted by Jeff Hasen on January 31st, 2016 at 10:36 am

In the X’s and O’s game of Super Bowl advertising, marketers have consistently taken a pass on mobile.
Sure, we’ve seen spots with Shazam calls to action and others that have asked viewers to download a mobile app, but I can’t point to one meaningful attempt to engage tens of millions or more after the Big Game is done.
The missed opportunities have been many, including this one that goes back seven years:
Some, probably many, may have had too good a time to remember, but a great deal of us among the 95 million who watched the Super Bowl in February 2009 remember the television spots run by restaurant chain Denny’s to promote free Grand Slam breakfasts. The campaign’s elements were easy to follow—all viewers needed to do was to go to a Denny’s the following Tuesday for free eggs along with toast with hash browns or grits.
Denny’s reported that approximately 2 million took advantage of the offer. Although many might view that as a success, Denny’s was left with egg on its face when quick service restaurant Arby’s did it one better two months later by building in a way to remarket to patrons through a high-profile, national television campaign.
Here’s how... Read more

Which Super Bowl commercial won the game?

Posted by Winnie Brignac Hart and Lorrie Brignac Lee on March 12th, 2015 at 12:17 pm

With 55 commercials, it was tough. From a strategic marketing perspective, we reviewed the commercial’s ability to stand out from the competition, effectiveness in speaking to target audience and it’s ability to create buzz and be shared by others.
Each commercial was rated on TwinEngine’s True North Brand Radar indicators:

Stands out from the competition
Is authentic
Reflects value
Is easy to understand
Is relevant to the audience
Is properly positioned from the competition
Delivers desired benefits
Is likely to create buzz and be shared by others

Our Top 5 Super Bowl Ad Blitz Picks
1. Mophie 2015 Game Day Commercial - https://www.youtube.com/watch?v=LuVsf_hE7gM
2. Avocados from Mexico: First Draft - https://www.youtube.com/watch?v=JF02QdpPJlk
3. Clash of Clans: Liam Neeson - https://www.youtube.com/watch?v=GC2qk2X3fKA
4. Snickers: Danny Trejo / Marcia Brady - https://www.youtube.com/watch?v=rqbomTIWCZ8
5. BMW: Newfangled Idea - http://twinengine.com/2015/02/which-super-bowl-commercial-won-the-game/

Superbowl Ad Success: Survey Says…

Posted by Jennifer Okula on February 5th, 2013 at 2:45 pm

By now, you have read a number of articles, blog posts, tweets and more about the impact and success of the Superbowl ads this year. I'm adding to the mix some good old fashioned survey data. A quick survey/poll administered the day after the Superbowl by Dynamic Logic asked 352 US adults 18+ their favorability towards each of the ads.
What ads came out in the Top 10?

Ram Trucks
Budweiser Clydesdale
Taco Bell
Budweiser Black Crown
Bud Light

So how does this compare to the data out there?
According to a post from a fellow iMedia Connection blogger, some of the same brands "scored" in social media including Taco Bell, Budweiser, Ram and Audi. There were different brands that hit the top 10 mentioned on social media though including GoDaddy, Calvin Klein, and Fast and Furious (Universal). However, these brands all had low positive sentiment suggesting they were discussed but not liked.
When compared to the most viewed videos on YouTube, there were a few different brands that were most viewed online like Mercedes, Volkswagen, and Best Buy.
And what sites or apps did viewers use while watching the Superbowl? The Dynamic Logic poll showed the top 3 were Facebook, Twitter and Google+ which beat out other social sites/apps... Read more

I'll Say Hallelujah If I See A Super Bowl Mobile Call To Action

Posted by Jeff Hasen on January 27th, 2013 at 11:04 am

I don't want to sound preachy, but if the Super Bowl telecast includes meaningful mobile calls to action for the first time, I will sing out Hallelujah.
More than that, I will respond to the marketer’s ask for me to take out my phone or tablet – ok, one will be in each hand, so taking out will be unnecessary – and I'll participate. I’ll learn more about a new product, be entertained by a brand beyond what was possible in a 30-second commercial, and even text to win.
So will millions or perhaps tens of millions of others.
Marketers buy into the Super Bowl telecast because it is the one time of the year when consumers are actually tuning in to commercials instead of muting the volume or fast-forwarding on their DVR.
Here’s an old school recipe for success:
One part new product or service offering upgrade
A tear-inducing script (Tears can be a result of hilarity or a message that pulls at the heartstrings.)
One teaspoon of a timely message (Think Valentine’s Day and/or tax season)
A cute animal or hot celebrity – or in some cases, both
A tease in the media
Yet, mobile calls to action have been missing this day of 24/7 social, mobile consumers.
Why... Read more

How Motorola's Apple-bashing ad scored at the Super Bowl

Posted by Eric Anderson on February 7th, 2011 at 8:21 am

The annual glut of overpriced Super Bowl advertising has come and gone, and as a digital marketer, I am required by my guild – The Guild of Resentful Digital Marketers – to pen a cranky blog post about how those ad dollars could have been better spent online. But in flagrant defiance of guild rules, I will instead argue that one of those ads was precisely the right investment for the brand: Motorola’s gleefully Apple-bashing “Empower the People” ad.
Amidst a flock of ads full of hollow chest-beating, Motorola’s ad, starring its soon-to-be-released Xoom tablet, was a barbaric yawp over the rooftops of Apple fanboys across the land. As most readers must already know, it made sport of Apple’s iconic “1984” ad, which portrayed PC users as trapped in dystopian conformity. Motorola’s ad suggests that Apple has now created a dystopia of its own, with slavish iPad users glumly poring over their Flashless screens while those crappy white Apple headphones bleat in their ears.
Mere hours after the ad’s airing, the blogosphere is already brimming with posts decrying the absurdity of Motorola’s attempt to hoist Apple by its own petard. The decriers rightly point out that Motorola and Google are not exactly... Read more