Over the past few years I’ve observed more usage of social media to enhance Super Bowl commercials. This year it seems like every commercial had it’s own #hashtag. I saw a tweet from someone who noticed the lack of Facebook links as a whole. I believe this is happening because hashtags are far easier to remember than a url to a Facebook page. A lot of people watched the Super Bowl this year mainly for the commercials. Mashable.com for instance did a live blog to document all of the commercials. Overall I felt this year’s batch of commercials lacked the comedy and punch of those of years past. The Doritos spot with the guy and the dog was hands down my favorite commercial this year. The ownership of mobile devices such as smart phones and tablets has seen quite a lot of growth. This makes internet apps such as Twitter and Facebook much easily accessible while you’re watching tv so people are more likely to visit the company’s site right after the $3.5 million commercial airs.
I’d like to see stats of how many people actually scanned the QR code on the Go Daddy.com commercial, I bet it was hardly anyone. I honestly think using a QR code in a commercial is a terrible idea. It makes about as much sense as using a QR code on a billboard that you see while you’re driving down the street. QR codes take some time to focus and scan properly so this is why I say this. Depending on the smart phone you own the scanner requires the user to accurately fit the QR code within the screen to scan. I previously had a Blackberry 9650 and it was quite difficult to scan a QR code. My iPhone 4S scans within five seconds or less.
It seemed Anheuser-Busch was more focused on the Kanye West “Runaway” backed commercial for it’s “new” 6.0% ABV Bud Light Platinum than to run more funny commercials for regular Bud Light that have been so hilarious in years past. I read tweets regarding Anheuser-Busch’s weak commercial showing from people in PR / social media who were watching each commercial closely to critique and analyze it.
The smartest marketing strategy award goes to Coca-Cola and their multiple tie in using the lovable polar bears. If you visited CokePolarBowl.com (which now redirect to their official You Tube page) throughout the game you could observe the real-time reactions of the polar bears to the events as they unfolded. The three commercial spots for Coca-Cola of course featured the polar bears that even worked in tandem with the Coke Polar Bowl live online stream. On Twitter, you could follow the comments of polar bears labeled NY_Bear and NE_Bear from the official Coca-Cola Twitter account. Ad agencies need to take notice of the Coca-Cola campaign and see how they executed flawlessly. This shows that Super Bowl commercials will continue to push people from their tv ad to the internet in order to get the most bang for their advertising buck. This makes it easier to get potential customers to go ahead and make that impulse buy.