The quote, “The more things change, the more they stay the same,” seems to describe Superbowl XLII vs. XLIII perfectly.
What stayed the same?
- The majority of ads contained NO URL.
- Once again, sites weren’t ready for the traffic. You’d think they’d learn from last year. You think someone would warn them. But, NOOOOO. I wonder if it had more to do with a communication breakdown between departments? Did anyone bother to tell their IT team they were running a Super Bowl commercial? Probably not.
- NO paid search. Why hasn’t any marketer implemented this into their Super Bowl plan!?!?! Seriously, how hard and how much time does it take to add additional keywords and ad copy? Hell, you can set up your own AdWords account in under fifteen minutes.
- To top it off, NO ad contained a text call to action. This shocks me. Can you imagine how much phone number acquisition could have taken place? I’m getting wet and sick at the same time just thinking about it.
- Sobe had a semi-weird commercial that no one understood. Seriously, how many people picked up 3-D glasses? Even if you did, did you really put them on for a thirty second commercial?
What changed?
- OMG. The noise on twitter was deafening. I couldn’t take it, but others seemed to love it. Broadcasting your thoughts on the commercials to a few hundred people just as geeky as you? Yeah, I totally see the appeal.
- With social media playing a more prominent role, I think brands who bought commercial spots actually got more bang for their buck. Facebook Fan Pages, Twitter, one stop shop for viewing the ads online? Yes, much better integration.
- Commercials were “leaked” early to the web. This was my favorite part. It goes back to users being in control. I could watch when and how I wanted. I could share with friends and coworkers. I could watch over and over again. I didn’t have to wait until Sunday, hoping that I wouldn’t miss the “cool” ad. Just one more reason why I love the Miller High Life 1-Second Spots.
- All the ads were immediately up on Hulu. AND it was promoted throughout the Superbowl. Remember last year having to search AND not finding some of the ads? Or, to the cringe of Brand Managers everywhere, finding a shitty copy of it on YouTube from some guy named JizzSaver?
- Usually, I love the Budweiser Super Bowl ads. At least one always makes my favorite list. This year? I couldn’t even add one to my Runner Up list. Bummer.
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