February 2013

Game of Ads

The pricey TV spot rarely stands alone these days, particularly on Super Bowl Sunday. If a brand wants to benefit from its $4 million investment it better develop extensions beyond gameday creative.

Engaging with consumers before, during and after Super Bowl Sunday may be easier than ever for the big brands but it also requires something special to break through the noise. The automakers get it. VW has grabbed praise and spurred debate with its spot. Toyota already has 11 million views for its “Wish Granted” campaign, spurred in part by its teaser spot.

As AdAge points out viewers can expect a convergence of fresh creative, crowdsourcing and interactivity. What do we expect? We asked CTP’s media director, Paula Serafino, and interactive director, Michael McCrary, to weigh in.

ALTERNATE ENDINGS

  • Audi posted three different endings for its ad, asking fans vote on which version they’d like to see in the Super Bowl. The final spot debuted on YouTube on Jan. 27.
  • Coca Cola’s spot, released online on Jan. 22, shows three groups racing through the desert in pursuit of a Coke. Coke urges viewers to vote for a winner to determine how the 30-second spot will play out on air.

Michael: Spots can maximize views if they’re leaked. I bet a few brands have tricks up their sleeves to keep viewers interested during the game.

USER-GENERATED CONTENT

  • Doritos is airing two spots, chosen through the 7th annual “Crash the Super Bowl” contest – consumers vote on one spot and Doritos chooses the other. Creator of the spot that ranks higher on the USA Today Ad Meter will get the chance to work with director Michael Bay on the next installment of “Transformers.”
  • Lincoln will incorporate ideas solicited by Jimmy Fallon via Twitter
  • AnheuserBusch introduced @Budweiser on Jan. 28 with a debut tweet soliciting names for the beloved Clydesdale foal.

Paula: I think more brands will join Doritos’ bandwagon and use crowdsourcing, allowing the public to provide content for, and have a voice within, their Super Bowl ads.

TEASERS

  • Samsung released a 60-second “teaser” spot for its two-minute in-game commercial. “El Plato Supreme” features Seth Rogan and Paul Rudd humorously dealing with what you can’t say in a Super Bowl ad.

Michael: Since attention spans are so short, brands may have a better chance at getting fans to engage with a longer piece if it’s teased with interesting content ahead of time. Overall, I’m most interested in the spots that haven’t aired, especially Samsung and Chrysler.

CONTESTS

  • Axe is linking its first Super Bowl commercial to a chance to win a trip to space, part of a broader promotion for the new Axe Apollo brand that will offer winners 23 seats on a private space craft.
  • Paramount Pictures created an app around the new “Star Trek Into Darkness,” which, if used while the Super Bowl commercial runs, allows users to unlock “the first of many surprises” about the film. Users who register for the app are also entered for the chance to win a VIP trip to the U.S. premiere.
  • Wonderful Pistachios fans can upload a picture of how they “Get Crackin’ Gangnam Style'” for a chance to win a 12-month lease of a 2013 Mercedes Benz SLK 250.

Michael: Budweiser should release a breathalyzer app to go with their new high alcohol beer.

PREDICTIONS?

Michael: I think we might see the Super Bowl break the tweet per second record.

Paula: Twitter seems to be the social media vehicle of choice for spawning conversation and promoting Super Bowl ads. I think that will continue, but also think we might see Facebook phase YouTube out.

February 2013