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Five Companies Score With Integrated Super Bowl Ads
Love them or hate them, this year’s Super Bowl commercials offered something different—a mechanism to drive viewers online to interact with the companies.
To calculate which companies successfully integrated the offline and the online, SendTec, a multichannel integrated direct marketing agency, conducted an analysis. This year, the company found that 64 percent of Super Bowl advertisers included a website in their ad.
So, who were the big winners and what did they do so differently that made them stand out?
CareerBuilder: The commercial tagline stated, “Visit CareerBuilder and Start Building.” With a clear call to action and ads easily found on searches for “Super Bowl commercial” and “better job,” CareerBuidler captured its target audience.
E*Trade: Not only did the talking baby capture laughs, E*Trade captured pages for “super bowl commercial” with a message that tied in a Super Bowl theme and a reference to the baby ads.
FedEx: The commercial featured a pigeon mail delivery system. It was humorous and drew viewers with the logical question, “What about the big stuff?” FedEx had the first paid listing on searches for “Super Bowl Commercial.” The paid search ad read, “See what happens when an office uses carrier pigeons for shipping—fedex.com/pigeons.” This demonstrates an online campaign that had a consistent message carried throughout.
Audi: The Audi Godfather ad also executed a seemingly integrated campaign. The luxury car manufacturer utilized keywords like “Godfather,” “Godfather Ad,” “Audi Commercial,” and “R8.” In addition, the URL is displayed at the end of the commercial with a branding message (www.truthinengineering.com).
GoDaddy.com: GoDaddy showed someone at a Super Bowl party going online to the GoDaddy site to see content that could not be shown on TV. With that strategy, GoDaddy piqued the consumers’ interests. The company also integrated its paid search campaign as GoDaddy purchased ads on the following words: “Super Bowl ad(s),” “Super Bowl commercial(s),” and “domain,” all of which had Super Bowl-themed ad copy and a strong offer of $6.99 dot.com domains.
As these commercials demonstrate, integrated advertising is becoming more of the norm, but simply adding a URL to a commercial isn’t enough anymore. Companies must offer a compelling reason to visit their websites, ensure brand consistency across the channels, develop a holistic search engine marketing approach, and then create a positive and targeted experience for the customer when he or she arrives on the site to spur engagement.
So whether the talking baby or the giant pigeons grabbed your attention during the game, hopefully they held it long enough when you started clicking.
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