With the price of the average Super Bowl ad hovering around $4.5 million for a 30 second spot, you would assume that advertisers would extend the reach of the on-air spot and create comprehensive social and mobile experiences to capitalize on the spend.
For this years game that simply did not happen. SalesForce published a great ad analysis diagram outlining some of the hits and misses.
The big surprise was the amount of spots that simply did not have a single call to action. Awareness is one thing, but leading up to the big game it is incredibly important to maximize the reach and frequency of the spot and kick it over into an earned media strategy that extends the conversation and builds towards greater engagement with the brand.
Even the usage of hashtags was primarily relegated to end cards vs. being present throughout the spots. Having a hashtag is a good start, but it is also important to ensure that the experience both from a keyword and promoted tweet perspective further aligns the call to action with an opportunity to drive deeper engagement or action to a final destination.
The other surprising take away was the non-use of SMS during the course of the spots as well as the limited numbers of drive to native applications. Mobile marketing was almost non-existent and a huge missed opportunity to further drive customer acquisition of a highly engaged audience.
Heading into next years game brand advertisers need to focus on creating a cohesive experience that maximizes their investment to not only create awareness but diving deeper into creating experiences that extend beyond the spot that further fuels the social conversation.
Follow Tom Edwards @BlackFin360