February 4th, 2013 | Comment
Well sports fans, another season has come and gone. For many, this means the sad annual tradition of putting the jerseys and tailgating grills away until the Fall, but for us at PJA, it’s a time to bask in all the advertising glory. The talk of the office all last week was based on which brand would steal the show. Who would get the biggest celebrity endorsement? Whose hashtag would trend the highest? Would anyone be silly enough to put a QR code on their :30 second spot? We were determined to find out!
So which brands came out on top? What stood out to us the most? What trends were just too big to ignore? Let’s take a look…..
Year Of The Hashtag
As you probably noticed, a record number of Super Bowl spots this year included Twitter hashtags. The use of the almighty branding tool rose 300% since the last big game, and some brands even used it in place of an actual URL. One noticeable hashtag enthusiast this past Sunday was a favorite brand for many ad lover’s, Budweiser. While promoting the always dependable Bud Light and launching the new Budweiser Black Crown beer, the company remained loyal to one hashtag for all the spots they ran during the game. Their message ‘ #HereWeGo” was an instant Twitter success, perhaps thanks to the versatility and enthusiasm of the line.
Our team ran an evaluation of the known Super Bowl advertisers ahead of time (we’re good like that) and we noticed one overwhelming trait for all of the pre-game efforts from many major brands. It turns out almost all of the companies we surveyed put up online teasers for their spots either on YouTube, their official site, or made them available to other media outlets. We had to wonder: Would this tactic diminish any enthusiasm? Is it taking away from the surprise element we once enjoyed on this night? The answer was……apparently not! Many brands saw the opportunity to use big names and tactics to generate a pre-game “buzz” of sorts by posting clips of their spots and by the time they aired, many consumers were thrilled to see the final product. Take for example this Samsung spot featuring Paul Rudd and Seth Rogen. The comedic duo’s pairing for the Super Bowl generated some great online chatter before Sunday, and when it finally aired, they had another surprise for viewers in the form of LeBron James.
This year’s game was not without it’s share of unexpected bumps in the road. Who could have guessed that on the grandest stage of them all, the lights would go out? It certainly made for some interesting television, but it made for an even more interesting half hour on social media. Much fun was had on Twitter by viewers of the game, one even creating a pretty successful parody account in under five minutes of the blackout’s start. Brands like Oreo took advantage, posting a clever photo to their Facebook page adding that their famed cookie can still be “Dunked in the dark.” But it was Audi who stole our attention by taking the opportunity to show some humor and take a shot at Mercedes Benz (the namesake of the host stadium for this year’s game), tweeting that they would send the manufacturer “Some LEDs”
Who won your hearts during their Super Bowl spots this year?
Who completely turned you off to their brand?
Or did you just watch the Puppy Bowl instead?
Tweet us @AgencyPJA and let us know what you thought!