Super Bowl advertisers have stepped up their digital game this year, with digital activity including interactive TV ads, sophisticated search strategies, social networking campaigns and mobile apps. Advertisers this year range from Anheuser-Busch InBev, CareerBuilder, PepsiCo and Pedigree dog food, the latter of which is uploading outtakes from its Super Bowl TV ad to its website.
With Super Bowl ad time costing up to $3million for a 30 second TV spot, marketers are looking to garner as much value as possible out of digital advertising in their campaigns, signalling a shift from traditional media ad spend towards digital media. Previously more of an after thought, digital activity is now taking centre stage, with the TV commercials aired during the game appearing on key sites such as YouTube’s Super Bowl AdBlitz.
"The economic climate has forced people to wake up and be more efficient with their marketing dollars. A couple of years ago, this kind of collaboration would never have happened," says Josh Stylman, managing partner at Reprise Media, a digital-ad agency owned by Interpublic Group which managed the search and social media strategy for Super Bowl advertiser Castrol motor oil.
Brewers Labatt have launched ads where viewers will be able to click via their remote on links embedded in Budweiser ads. They will then be able to watch longer versions of the ads; an interesting way of getting around the 30 second Super Bowl spot time limit. Labatt is testing out interactive technology in its ads, the first time Super Bowl has employed such technology. The brewer is paying up based on the number of unique views.
Castrol, meanwhile, is opting for online ads connected to web searches for its Castrol Edge brand, a new eco-friendly product it is advertising during the Super Bowl.
Doritos has employed digital to maximise buzz around their ads even before kick-off. By sponsoring a competition offering $1 million to the lucky winner of a competition to create the best Doritos ad, the advertiser has succeeded in generating a significant amount of free publicity and user engagement, with some contestants even launching their own website.
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- Sam
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