For me, the biggest part of any Super Bowl is usually the commercials. I remember the year of Pets.com, along with a lot of others, where the bigger the ad and the investment, the bigger the impact. Of course, pets.com died a quick death after that, as the bubble burst for everyone. This year, the advertisers expect you to be multi-tasking the game, with your head in your mobile device or laptop just as often as you’re staring at the larger screen.
This year, advertisers are taking quite a different tact in their Super Bowl ads. Not only are they releasing ads ahead of the game on YouTube and client web sites, but they’re integrating social media into the campaign. According to Ad Age, Audi of America believes that “chatter about Super Bowl ads begins to fade between 24 and 48 hours after the game is over.” Therefore, if you release the ad early, you’ll get more bang for your buck – a longer tail of discussion.
I’m not so sure. I prefer being surprised by the ad during the Super Bowl. I think the surprise maximizes the impact.
Here’s a list of some of the ad buys, their release dates, and their integration into social media (courtesy of Ad Age):
- Anheuser-Busch got a twitter account for the first time on January 28. One of their ads, with the Clydesdales, will feature a foal. A-B has been soliciting names for the foal on Twitter.
- Audi posted three versions of its potential ad, each with a different ending, and let fans vote on which version they’d like to see run in the Super Bowl. The final spot appeared on YouTube on Jan. 27.
- Kia and Hyundai both pre-released their ads this week as well. Although I’m trying to avoid pre-released ads, I saw a space panda in a clip for Kia’s and I’ve since watched it. It’s damned cute.
- Axe pre-released their ad on Jan 28 and is running a contest (online of course) for some lucky group to fly into space.
- Coca-Cola released their ad on Jan 28. The ad features a contest, or game. In the ad, three teams are racing to get a Coke. The ad ends on a cliffhanger and viewers vote online for their favorite team. The ad featuring the “winning” team will air immediately after the Super Bowl.
- As usual, Dorito’s ran a contest for viewers to submit ads, with the winning ad appearing in the big game.
- Go Daddy has one ad that they’re keeping a secret and one that was released on Jan 25.
- Lincoln, of all brands, has an ad that incorporates ideas solicited by Jimmy Fallon via Twitter.
- Oreo, celebrating their 100th anniversary, is releasing an ad that shows fans of cookie vs filling. The neat thing (other than being a 100-year old brand)? They’re including a campaign on Instagram as well.
- Pepsi has been asking customers to submit photos and those will be used in a spot. Additionally, you’ll be able to sign up online to get a free soda.
- RIM, er, Blackberry has their first ad. According to Ad Age, “A social-media campaign to run alongside commercial will include promoted posts on Twitter and sponsored stories on Facebook.”
- Toyota is running an ad with Kaley Cuoco as a genie. The ad features a photo of a consumer chosen from an Instagram and Twitter campaign using the hash tag #wishgranted.
- Disney Pictures is running a spot highlighting the new Oz: The Great and Powerful film. After the commercial airs, one of the witches from the film will overtake the Disney web site.
- Wonderful Pistachios is running an ad featuring Psy. Fans can upload a photo of them getting “crackin’ Gangnam Style” with pistachios and potentially win a 12-month lease of a new Mercedes Benz.