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As you’ve probably read, I am reporting on social media engagement during Super Bowl 43. Here are the results from the first half. Let’s get right into the second half here:
Fourth quarter:
So what do you think? Will customers continue to interact with these brands after the big game? Was $3M per commercial worth it?
My Take
I’m shocked at the percentage of advertisers who shelled out $3M for a 30-second spot, but didn’t even list a URL. Advertisers paid that much to get into America’s living rooms, but did not take the opportunity to enter it again.
Despite my high hopes, this year’s Super Bowl was not the stellar social media outing it could have been. Out of the 54 commercials shown during the actual game (kick-off to end of game), 17 had no online engagement at all - not even a URL. Almost one-third - 31.48% - planned for no interaction with their customers after the game.
Rick Liebling at eyecube has a great idea about other ways to spend that money. I think brands would be better off if their marketing departments cared more about creating brand advocates like Rick mentions, rather than a quick one-off during the big game.
I’d love to hear what you think. Which advertisers do you think used their 30 seconds to create a conversation with their customers? Whose conversation will continue in the coming weeks and months?
Hi DJ,
I actually wrote a blog post on this exact same topic today. It's a shame that corporations with the budgets to implement phenomenal interactive campaigns aren't taking advantage of the opportunity to build long-lasting relationships with their consumers. I hope this will change in the next year, and who knows, maybe in 2010 we'll see commercials directing consumers to follow the companies on Twitter or join their Facebook fan pages. This would be a much more efficient use of Super Bowl advertising.
Best,
Meg
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