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.
You can read Altimeter's full analysis here.
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.
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.
There will be no shortage of online destinations follow Super Bowl chatter, social and otherwise. You can check out a fairly comprehensive list here. Two we'd like to touch on are the BrandBowl, a partnership between Mullen, Radian6 and Boston.com and Deep Focus' Super Bowl of Social Media.
In its fourth year, Brand Bowl will gauge the social chatter surrounding the ads in the game and rank each ad based on its social profile according to the number of tweets a brand gets along with the sentiment of the tweets.
It's widely known tailored online customer experiences based on customer profiling will lead to higher engagement and increased conversion. Look at Apple, Google, Microsoft and Facebook. All of them are directly involved in building customer profiles. Apple has its iTunes store, where it collects customer data and serves as intermediary to other companies selling music and apps. Google's entire business model is built around collecting customer profiles through its free search engine and through Picasa, Google Docs and Android. And Facebook's entire reason for being, apart from giving you a great social experience, is to collect all they can about users so it can serve relavant ads.
What's your customer profile strategy? Do you even have a strategy? Do you even have a database of customer profiles? If not, read on to find out how to leverage customer profiles. And if so, read on anyway. You just might find out how to do it better.
Download this white paper today and learn:
- Strategic lessons from Facebook
- How Facebook leverages customer profiles
- How profiles fuel Online Engagement
- Building your own profiling strategy
Hey everyone's doing it so why not a social media agency looking to get some ink around Super Bowl hype? Seattle-based social media agency Banyan Branch has put together this infographic examining the buzz leading up to this year's game. Data was collected between December 30 and January 29. Some highlights:
- Quarterbacks captured the majority of the conversation buzz - most of which was football related (though Tom Brady also has some conversation around his personal life mixed in)
- Tom Brady generated the most conversation and yielded more yards than Eli Manning
- Receivers for both teams also generated a fair amount of buzz primarily due to their own activity on the channel there was no correlation between the volume of Twitter traffic and statistical performance on the field
- People like to talk about the Giants, but the Patriot players individually get more attention, including the coaches
And there you have it. Now stop wasting time and get back to work.
The team at Radian6 compiled their most-shared posts from 2011 into this eBook.
Use these 30 ideas to:
- Go beyond a grab-bag of tactics to become a truly social business
- Gain valuable business intelligence by listening intelligently to your community, industry and competitors
- Crowdsource fresh ideas from your biggest fans
- Use a social media crisis to turn frustrated clients into lifelong brand advocates
- Identify which tactics are working using smart analytics
Download the free eBook here
Venables Bell & Partners is out with their annual Super Bowl study to see "what Americans will be doing around the water cooler this year." And in keeping with the current meme du jour, the study is accompanied by an infographic representaion of the findings.
Last year, almost one in five (19%) of Americans searched for ads before the game, about double (11%) who did in 2010. Of that group, 48% searched for ads on Facebook, putting the site just ahead of YouTube and media sources as the lead destination to find ads.
This year, more than a third (36%) of Americans plan to share their favorite ad via social media. Of that group, 87% will share via Facebook, ahead of emailing with a YouTube link (6%) and Twitter (4%). Doing a little math, this means that if 111 million people watch this year's game, there could be 35 million posts on Facebook about Super Bowl advertising. And if the average Facebook user has 130 friends, those collective posts could result in over 4.5 billion incremental impressions.