By: Joe Parrish
It will be a few weeks before we determine the true “winner” of this year’s Super Bowl ad-game. Why? Because advertising should be an investment in brand growth...not a disconnected one-off that gets a chuckle at the annual Super Bowl party. Our ultimate winner will be based on how well game time commercials drove evaluation and, ultimately, contributed to an increase in brand value. The media news cycle cares about who wins on Monday. But the CMO news cycle is considerably longer than that.
Today, we will post “short-term winners” based on Twitter mentions and increase in Social Work rate (mass of consumers multiplied by the acceleration of the brand over time). But real “winner”, the one CMO's and investors and analysts pay the most attention to, will be revealed over time.
As for this year’s Super Bowl, it was interesting from a social perspective for a variety of reasons:
After the blackout (plus the perceived blow-out of a game), social Super Bowl activity slowed down considerably.
Tweets were down 30%. Facebook statuses were down 25%. YouTube views of brands were down 15%.
Brands were helpless to stop the attrition. Except for the handful of brands who understood that The Super Bowl was an investment, and rather than shelling out millions of dollars and going to a party to see how great their work was, they had a plan in place for taking advantage for real-time opportunities that might present themselves.
Audi and Oreo embodied what today's marketers need to be when they are committed to building their brand through the Super Bowl -- engaging, relevant and always on. They were prepared for every opportunity to relevantly extend their spends. Oreo pulled together a nice piece of creative, inviting consumers to dunk in the dark. Audi took a subtle and clever shot at one of their fiercest competitors.
What happened? Oreo engaged, almost 3x more consumers and got an additional 1.5x more impressions. For Audi -- 2x and 3.5x respectively. They were paying attention and looking to maximize their Super Bowl involvement. They weren't lucky. They were engaging, relevant and always-on.
Will this be the year that we see a few nimble brands manage to have earned media outpace paid media?
We can guarantee you this...next year every brand will have a library of Tweets ready to address any conceivable situation. But by then, it will be so last year.