Altimeter analyzed this year's Super Bowl ads and uncovered five cross channel integration trends among brands in this year's game. The trends include:
1) Brands Heavily Invested in Promoting Traditional Websites
2) Surprisingly, Many Did Not Promote a Call-To-Action
3) Only a Sixth of Ads Explicitly Promoted Social Media
4) Hashtag Marketing Emerged to Stimulate Continual Engagement
5) Cutting Edge Marketers Teased with New Marketing Tactics, including Shazam
Altimeter found 57% (charts below) of Super Bowl ads linked to a website or a microsite but only 16% included social media links such as hashtags, Facebook or Twitter links. Eleven percent employed "emerging media technology" links such as Shazam, text messaging, mobile apps and QR codes. Conversely, 32% did not link to any online resource at all.
Just 1/6th of the ads explicitly promoted social media links. Six ads employed hashtags and just two brands promoted their Twitter accounts.
Eleven percent of ads used newer marketing tactics. Three ads promoted applications, three promoted SMS integration and GoDaddy used a QR code.
M&M'S earned the top spot for its Ms. Brown ad, winning the eighth annual Kellogg School Super Bowl Advertising Review. Other top-ranked advertisers for 2012 include Skechers and Dannon, while Go Daddy, Cadillac and Hulu ranked at the bottom of the review.
"M&M'S commercial introduced Ms. Brown, a new character, and kept in line with the brand's equity," said Clinical Professor of Marketing Tim Calkins , who leads the event with a panel of students from the Kellogg School of Management at Northwestern University. "At Kellogg, our Review evaluates the ads based on strategic execution and the potential to build brands, and M&M'S did this well."
And the results keep rolling in. In yet another metric that, let's be honest, amounts to a popularity contest, Volkswagen's Dog Strikes Back landed the top spot in this year's AdBowl, a Super Bowl commercial ranking system launched in 2001 by McKee Wallwork. Rounding out the top five were Doritos Man's Best Friend, Bud Light Rescue Dog, M&M's Ms Brown and Skechers Mr. Quiggly.
During and after the game, viewers who wanted to vote went to the AdBowl website or app and rated the commercials on a scale between one and five, with one being a "fumble" and five being a "touchdown." The scores were averaged in real time and a winner declared at midnight Eastern.
Because of a partnership with Facebook that extends the voting period, the USA Today Ad Meter results won't be final until 6PM EST Tuesday but the rankings can be viewed right now. Currently, the Doritos Sling Baby is in the top spot. The ad also landed in the top spot of the Mullen/Boston.com BrandBowl.
The Sling Baby spot is followed by Doritos Man's Best Friend (which was ranked number one by the physical Ad Meter group), Bud Light Weego, M$M's Just My Shell and Skechers Go Run (Mr. Quigly). Full results can be viewed here.
So here we are bright and early Monday morning reviewing all the ads from last night's Super Bowl and, wait, what? Chrysler's Clint Eastwood ad has been removed from YouTube because of a copyright claim by the NFL? We're guessing it has something to do with the reference to the game (halftime in America) that irked the NFL.
Oddly, Chrysler doesn't seem to be hosting their own ad on their website. They just have YouTube embed code which, of course, just delivers the copyright notice. What gives, NFL? Angry the company took U.S. tax dollars? Miffed Chrysler gave your big game publicity? Hmm.
It appears the NFL hasn't asked Hulu to remove the ad which you can view below.
UPDATE: The ad is back up but no explanation has been given by Google, the NFL or Chrysler for its mysterious disappearance.
Between Star Wars and Ferris Bueller, nostalgia played a significant roles in this year's top Super Bowl commercials. According to Hulu's Ad Zone, ff the ads that ran during game time, Honda's "Matthew's Day Off" just narrowly edged out Volkswagen's "The Dog Strikes Back." Bueller ultimately beat the Dog, but only by a hair, and the overall most liked ad on Hulu AdZone was Volkswagen's "The Bark Side" preview ad.
Results are based on standing at 11PM PST Sunday, February 5. See all the result categories below. Not one mention of the Clint Eastwood Chrysler ad.
According to the 400,000 tweets monitored by BrandBowl2012, Doritos was the most effective brand to advertise on the Super Bowl telecast on the NBC this year. Brand Bowl ranks brands based on volume of chatter and positive/negative commentary on Twitter in reaction to their Super Bowl commercials.
Doritos won with its "Crash the Super Bowl" consumer-generated commercials. One spot featured a dog who bribed a man with Doritos to conceal the whereabouts of the family cat. A second spot featured a grandmother who sling-shots a baby in a swinging seat toward a tree fort to grab a bag of Doritos from a little boy. The second and third place overall finishers were Swedish apparel retailer H&M featuring hottie soccer star David Beckham modeling underwear, and Chrysler, with a powerful message about the American economic recovery. The Chrysler commercial starred legendary actor/director Clint Eastwood.
Highlighting achievements throughout history and the fact there will always be great times to celebrate, Budweiser's Eternal Optimism is a pulse-pounding, music fueled illustration of how American really know how to have a good time. As long as beer is involved.
It's only halftime as I write this but the Clint Eastwood Chrysler ad just aired and it is, by far, the best ad of this year's Super Bowl. Telling the world it's halftime in America and the world had better be ready for America's second half, Eastwood says, "This country can't be knocked out in one punch. We get right back up again and when we do, the world is going to hear the roar of our engines. Yea, it's halftime America and our second have is about to begin." Very, very powerful message.
The ad ties the plight of Detroit to the plight of the nation. It acknowledges we are in trouble but it also lifts out spirits by reminding us we've been down before and we've survived.
We're calling this the best (and we use that term lightly since ads are supposed to be about sales and we'll have no idea about that for quite some time) Super Bowl ad of the year. We just are. That's the way it is. Disagree. But you'll be wrong.
Well it's official. The Will Arnett Hulu commercial is nowhere near as good as the Alec Baldwin one. Something about mashing your brain up even further. But what do we know. The scientist at the end says, "That's hot." And that's about the most favorite part of the ad for us.
So what do you do when your wise ass grandson won't share his Doritos with you? You enlist the the kid's baby brother to help you. This is one of the Doritos top fire consumer created commercials we thought wouldn't make the cut but it did. Just goes to show how much we know. Anyway, we like it.
Yes, let's be honest. Wouldn't you rather watch Kim Kardashian be ogled by the camera for thirty seconds rather than watching a moon walking dog? To each their own we guess. So this tear Skechers went for a less sexy approach and hired a dog. The ad, Mr. Quigly, is pretty funny. After all, animals in the Super Bowl, right?
