Remember the Super Bowl? Yea, we barely do either. But in case you've forgotten, it was in early February and, we hear, there were a lot of ads in the game. One you may recall was M&M's Just My Shell. Well it recently snagged the top spot in YouTube's Ad Blitz, a ranking of Super Bowl commercials. Rounding out the top five were Chrysler's Halftime in America, Bud Light's Rescue Dog, Chevy's 2012 and Doritos' Man's Best Friend.
Yea, yea, yea. We know the Super Bowl's over and everyone is obsessing over the Grammys today but we think it's important you take a close look at how Audi made use of social media in context with its Super Bowl ad. Yea, you know the one. All those vampires extinguished by the car's headlights.
Anyway, Murray Newlands, host of Future of Engagement examined Audi's use of social media, the #SoLongVampires hashtag and the results the campaign generated. Check out the video and results below.
This guest article was written by Dave McMullen, partner and lead strategist at redpepper integrated agency.
The $3.5 million Super Bowl ads have all come and gone, and the conversations - supercharged by social media - are in full swing. Or are they? To get true bang for your bucks in the Big Game these days, brands should do more than entertain; they should get people talking and move them to action.
The days when being voted one of the top commercials in the "Ad Bowl" equaled success are ending. Today, ads are expected to be revenue generators - or at least engage viewers and motivate them to DO something. So, were there any big winners this year? I suppose that depends on how you measure success.
Oh the honesty of children. Here we have eight year old Arturo giving his take on this year's Super Bowl commercials on behalf of Salt Lake City-based Crowell Advertising. Arturo didin't like too many of the commercials calling most of them stupid. Bob Parsons will love the fact Arturo thought his .CO ad was an ad for paint. He thinks there should be more monkeys in commercial and he had no idea what was going on in the Dannon commercial. Give it a watch.
Many are wont to attribute a political agenda to the Clint Eastwood Chrysler Super Bowl message. I didn't see it as political at all. As Americans, it seems, we are all ever so eager to attribute everything to a political agenda that we sometimes forget to appreciate the plain old honest, hard working efforts most Americans put forth every day.
Not everything has to be about politics. Not everything has to have an agenda. Why can't we see this as a simple message about America getting its act together again. It's motivational. It's aspirational. Two qualities of key importance to any good ad.
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.