Looking for strong marketing impact? Than watching the super bowl commercial ads is a MUST! This event is not only the most powerful marketing opportunity for the players but also a huge chance for savvy advertisers to get massive exposure.
Here’s what Forbes had to say today about the event last night…
During the first half of the game, several commercials clearly stood out as “winners” – especially Oreo’s ad, which encouraged viewers to follow Oreo on Instagram. It was one of the few ads from the entire game that included a very clear Call To Action (CTA) for users to use their smartphone or tablet and engage with the brand online.
Let’s watch one of the most successful 2013 Super Bowl Commercial Ads:
Oreo Cream Or Cookie
What do the stats say?
Continuing on the report from Forbes…
But did it work? Typically, 41 percent of tablet owners and 38 percent of smart-phone users use their device when watching television (according to Nielsen), and on Sunday night, approximately 111 million people tuned in (though AdAge suspects it may have been slightly less.) This means that tens of millions of people were armed and ready to use their mobile devices while watching the game – and they did. Oreo’s Instagram account began the night with only 2,000 followers – and just 5 hours later, it now has over 34,000 followers.
Oreo didn’t stop there, though. After the delicious brand already captured the attention of viewers during the first half of the game, it took the opportunity during the “blackout” to further engage its fans on Twitter with a very quickly executed tweet simply saying, “Power out? No problem” and posted a visual (of an Oreo in a blackout, of course) with the phrase “You can still dunk in the dark”. This tweet has already amassed 13,000 retweets and received praise from just about everybody for its clever execution of campaigns leveraging both traditional marketing and mobile during the Super Bowl.
All in all, only about half of brands leveraged the power of mobile when creating their Super Bowl marketing campaigns – and mostly were via Twitter. VW’s #GetHappy and Audi’s #BraveryWins Twitter hashtag integrations were picked up much better than Speedstick’s, and Audi’s was an early “winner” during the first half. (Like Oreo, Audi also ran a quick campaign during the Blackout after gaining the attention of fans early on.)
And here’s Audi’s “Prom” Super Bowl Ad:
While some may talk around the office tomorrow about some of the other more bombastic ads, (such as GoDaddys’), those that drove online engagement to continue the conversation about the brand will last much longer than during that quick break at the water cooler. The brands that realized this tonight “won” what has been dubbed the “Brand Bowl”. For other advertisers, tonight’s campaigns are a lesson that demonstrates the importance of connecting fans on mobile with traditional marketing – and what happens if you don’t.
We are witnessing a new world – the so called Real-Time Marketing Era. Speed and Live-Engagement are the two critical dimensions brands have to cope with. Both Oreo and Audi managed to accomplish this task successfully last night. People started clicking and engaging instantly on Twitter, Instagram, YouTube, the company website and other well-known social media platforms.
New opportunities will immerse from combining mobile marketing with traditional strategies hence the challenge for advertisers and brand managers.
What are your favorite 2013 Super Bowl Commercial Ads?