The Super Bowl commercials are still at the top of our minds at SBC Advertising. For our post-game ad report, we asked SBCers to comment on which ads were touchdowns and which were groan-worthy fumbles.
A funny or well-made commercial isn’t always effective in engaging consumers. In this edition, members of our interactive team take on the ads – from a strategic point of view.
Read their retail-driven insights and be sure to check back for more updates in our continuing Super Bowl series.
Most effective: Who won your vote for best ad of the night? What made it so effective?
Chevy Silverado’s “2012”. To me, this was the clear-cut winner for a number of reasons:
1. The creative was strong – big budgets and some witty pop culture references (can you say “Twinkies?”) kept the spot entertaining
2. The brand’s attitude came through – Chevy believes in its product enough to come out and challenge Ford in an extremely visible way. I like that.
3. The digital integration was excellent – from in-app integration to promoted tweets displaying simultaneously to the spot airing, the multi-screen planning was very smart here. The only thing that surprised me was pointing to chevy.com instead of a Twitter hashtag.
Least effective: Which ad(s) do you think will be left forgotten? What was the biggest missed opportunity?
Audi - #solongvampires: To me, this spot was a perfect example of great creative, married to very nice social integration, but hamstrung by not focusing on the right audience. At the end of the day, Audis are pretty expensive cars, and the audience that the spot’s most likely to resonate with simply doesn’t line up with what is likely Audi’s core demographic. Unless there are a lot more well-off teenagers out there than I think there are.
Audi - #solongvampires: To me, this spot was a perfect example of great creative, married to very nice social integration, but hamstrung by not focusing on the right audience. At the end of the day, Audis are pretty expensive cars, and the audience that the spot’s most likely to resonate with simply doesn’t line up with what is likely Audi’s core demographic. Unless there are a lot more well-off teenagers out there than I think there are.
Which brand had the best use of social media integration? Why did it work?
Of those brands that actively promoted social media – which was 1/6 of all advertisers during the broadcast – there were a few very nice social media integrations:
Chevy Silverado “2012”: Moments after the ad aired, I started seeing Promoted Tweets from Chevy letting the guys know not to worry, that women had survived the apocalypse, too. Those tweets linked to additional content that expanded upon the spot and extended the engagement. Nice.
Teleflora: While there will be arguments both for and against the Teleflora spot that aired during the broadcast, there was an extremely smart social integration. Immediately following the spot, Adrianna Lima (the spot’s star) tweeted a coupon code exclusive to the broadcast. This is smart because it not only provided exclusive content to the social space, but it also provided a tangible, measurable metric Teleflora will be able to use when analyzing the effectiveness of their buy.
Adam Deardurff, Business Analyst, Interactive
Most effective: Who won your vote for best ad of the night? What made it so effective?
While it didn’t have any furry animals, my favorite commercial was the well-written and produced Chrysler spot featuring Walt Kowalski – I mean, Clint Eastwood. What you might not have seen is the companion, custom YouTube page that shows the spot, sharing and product. Take a look.
While it didn’t have any furry animals, my favorite commercial was the well-written and produced Chrysler spot featuring Walt Kowalski – I mean, Clint Eastwood. What you might not have seen is the companion, custom YouTube page that shows the spot, sharing and product. Take a look.
Biggest surprise: Which advertiser did unexpectedly well?
Overall, there weren’t too many surprises when it came to the actual commercials, especially since they were almost all made available at least a week ahead of time on YouTube. We saw the usual talking babies, GoDaddy girls and forgettable auto ads. Commercials seemed to be riding VW’s success with Star Wars last year, catering to characters from that era – Ferris Bueller, Seinfeld and even the Coca-Cola polar bears. And there were dogs – lots of dogs.
The biggest surprise to me was the absence of Facebook in all of this. Outside of USA Today’s AdMeter with banners on the NBC’s Live Stream, there didn’t seem to be anything driving to Facebook.
Which brand had the best use of social media integration? Why did it work?
The overall winner in brand engagement for me was Chevy. Yes, I downloaded the app, completed all of the trivia AND watched each commercial multiple times to do so. While you could’ve watched the actual football game on DVR in under an hour, Chevy marketed the app and took advantage of the five hours of engagement with their audience, having enough questions and prizes to keep users throughout the whole time.
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