Across the world, the curious and the devoted alike tuned in to Super Bowl XLVII last night to watch the Baltimore Ravens take on the San Francisco 49ers in New Orleans. What a show! Amidst fouls, celebratory end field dances, the thirty minutes of suspended play due to the blackout, as well as an incredible half-time performance, there was an amazing interplay between social media, the game and the commercials.
If you’re like me, you’re really only watching the Super Bowl for the commercials, which cost on average around $4 million per ad. So as a viewer, you come to expect a lot from these commercials, as heartfelt or comedic marketing strategies for a product or brand. Some commercials stole the show, and others faded into memory before they’d even faded from the screen. How do we, as viewers, and also the marketing departments of companies, rate the effectiveness of an ad? Why, youtube of course. The more views a commercial receives on YouTube, the better received or more liked it probably was (Budweiser, you’re doing it right).
The game itself was a source of comment (and commentary) for social media users worldwide, as the plays, fouls and flunks were discussed by people across social media platforms. A still image of Beyonce’s halftime performance garnered thousands of “reblogs” during the second half alone (about 22,000 when I checked, now up to over 58,000) and the blackout news became a status update across the world. There was, on record, more than 24 million tweets about the game, and Twitter itself was mentioned in more ads than any other competitor (about half of the 52 national commercials that aired from kickoff to the end of the game mentioned the company). How’s that for success?
What were your favourite commercials, and do you think these ads marketed their brands or products effectively?