According to Reprise Media, who just released their 5th annual Super Bowl Search Marketing Scorecard, there were a few ads that not only kept everyone entertained, but also seamlessly integrated themselves with online search marketing and social media.
One of the best in Reprise’s eyes was Cash4Gold.com, who used the universal appeal of Ed McMahon and MC Hammer’s golden parachute pants (as well as prominently featured URL’s) to drive searches to a corporate blog that featured imbedded YouTube videos for users to check out. Pepsi’s adoption of some well-known NBC characters in some of their spots, as well as their integration of Hulu.com and YouTube in others, was also deemed a success. E-Trade.com’s release of “viral video outtakes” through various social media channels prior to the actual airing of their ad did wonders to drum up interest and excitement in the spot.
While we agree for the most part with Reprise Media’s assessment of winners and losers, we’d like to nominate one more campaign to the list of effective and social media friendly Super Bowl advertisements.
There didn’t seem to be a campaign better geared to using social media than the Miller High Life “One Second” spots. Although the television ad itself could be placed in the “If You Blinked You Probably Missed It” category, this was contrasted by a strong online presence (the link is 21+, of course) that invited consumer engagement through exclusive online content like outtakes, a list of what one could purchase with the cost of a full-length Super Bowl ad (our favorite: Two “Very Nice” Racehorses), and a program rewarding users for visiting the site by giving them promotional deals on their favorite swag.
The use of a clever concept, when combined with well-designed social media and online content, reinforces the fact that effective online engagements with consumers through the use of social media can be just as important as the content of a traditional commercial.