Super Bowl Ads and Social Media 2011
I went through the list of Super Bowl ads and that got me thinking about one of the problems with social media. Many marketers point out that social media is not integrated with other marketing activities. So I wanted to see all the Super Bowl ads to find out if they point to something social or not. There were more than 50 ads during the event by by some 40 brands. You can see the list of ads here.
Thinking about the social potential of the event like Super Bowl it would seem reasonable that there was a lot of social media and internet interaction. Well, no! About half of the ads pointed to brand’s home page. Some ads didn’t mention any web address at all. In some cases when landing on a web page you could get social. Sometimes it took effort but the F icon was there. Pepsi Max and Doritos had a competiton for the fans to create an ad and the winners would be shown during the Super Bowl. That’s probably the most social thing this Super Bowl.
Dozen or so ads pointed to a special landing page, this includes movie sites. These sites had some connection to social media. Cowboysandaliensmovie.com was really focused on social media as the main content of the front page is a collection of social media feeds.
Three brands pointed to their Facebook pages. Pepsi Max, Lipton Brisk, Budweiser and Bud Light. Interestingly, Bud Light had another clip that didn’t have any web or social media address in it.
HomeAway.com sent people to their man page and if you coult find the right button you could put yourself in the add and share it on social media sites. Well done, but I think it could have had a bit more focus for the few days after Super Bowl. But I caved in and made a test baby with my face (and shared it).
Sony Ericsson Xperia asked people to join them on Facebook but didn’t give the address of the page. The search for “Sony Ericsson Xperia Play” does not lead you to correct page.
All things considered the social media integration could be much tighter and brands have a lot to learn about engagement.
And my favorite and not related to social media integration is:
What did you like most?