As the Super Bowl approaches, companies are preparing their ads, showing snippets and getting consumers involved.
 
Sure, the 49ers and the Ravens will be playing a big game, but like many marketers (and non-marketers) I am more excited about the ads. I think I pay more attention to the ads than the actual game. Some ads hit and some are miss; some are funny, some are confusing and some simply lack creativity. In order for an ad to stand out, especially during half time, it has to be engaging and interesting, elevating the brand above the considerable clutter.
 
This year, there’s been a lot of buzz around Super Bowl Campaigns, especially brands “leaking” their Super Bowl spots. A recent MediaPost article indicates “Pre-game campaigns on average generated 2.1 million social views, twice the average of total views for post-game releases.” Therefore, showing a snippet of the ad before the game will have more views and involvement after the game. On the other hand, an article in the New York Times interviewed executives who “…see disadvantages to previewing Super Bowl spots in full because doing so could diminish…the shock and awe.” Some fans are anxiously waiting until game day to see the ads, because the ads are part of super bowl experience. So while the verdict may still be out, both sides are correct to some degree: the most important thing is that the ad has to be memorable.
 
Many companies such as Coca cola, Bud Light, and Toyota are going big, pushing their campaigns far beyond just the 30-second commercial. They are creating longer format ads and an engaging online and social experience for their consumers. At the end of their ad there is a hash tag so fans can tweet and be part of the conversation, before and during the game. For example, Coca Cola encourages viewers to vote on how the spot ends.
 
Another example is Target, who has created a mobile game called Snack Bowl. Consumers who play the game will see products such as Coke Zero, Stride Gum and Digornio frozen pizzas. This helps consumers create a list of snacks they can purchase at Target to create the best Super Bowl party. These experiences are helping consumers interact with the brand on a personal level, even before the game, and making it easier for the brand to communicate directly to consumers.
 
I have seen a few super bowls in my lifetime and I still remember some ads from previous years. It wasn’t that I saw it early, or that it was a surprise, but that it was an interesting and engaging ad. For example last year’s M&Ms ad was one of my favorites. It was funny, entertaining and memorable.
 
Consumers want to see funny and entertaining ads, so it doesn’t matter the time it was shown, but how well it executed. Whether the ad is leaked or truly premiers on game day, marketers need to maximize their investment. Super Bowl ads need to extend beyond the four quarters of football and they need to rise above the clutter. It’s a risk, but those who get it right will be the big winners on Super Sunday.
 
 

By: Justin Gonzalez

justin@bars-tone.com

@justinSF

This weekend I’ll be watching Superbowl XLV and tweeting live during the game. No, we’re not a sports broadcasting station so don’t expect me to offer commentary on any of the plays. In fact, I don’t even know anything about American football… What I’m interested in seeing is how the “Social Bowl” plays out online.

As marketers shell out $2.6mil a spot during the game, their being asked to show a more solid ROI. As you may remember from your consumer behavior classes, advertising doesn’t necessarily contribute to a solid ROI (at least it’s hard to measure). For instance, millions of fans will see a commercial for Audi this Sunday and love it, like it or hate it. That doesn’t mean they’re going to run right out and buy an Audi. What marketers at Audi are hoping they do is tweet about it.

With measurement in mind, marketers are hoping to increase the buzz around their spots via social platforms beyond the big game by tracking likes, comments and hashtag interaction. Thanks to measuring tools like Radian6, Hoot Suite and so on marketers can track their social presence much easier than before. Even on a more basic level, you can also measure a definitive jump in fans/followers by just paying attention to numbers. But I didn’t have to say that, because you’re already aware. Right?

My mission: to join the conversations and see just how interactive the communities formed around the ads become. You can follow my input @justinSF or @BarsToneVideo on Twitter.

Since I don’t know anything about football, I’ll leave it up to you to tell me who to root for and just follow your advice blindly. Let me know who you want to win this weekend down below!