By Jeffrey Rohrs @ExactTarget 2/4/13
Did you see that blackout last night?!? No, not the one that stopped Super Bowl XLVII dead in its tracks for over 30 minutes. I’m talking about the near total blackout of meaningful email, mobile, and social calls-to-action in the commercials that brands were rumored to pay nearly $4 million per 30 seconds.
In my previous post, Super Bowl, Super Audience Building, I shared that I was looking forward to more brands hopefully following Papa John’s lead by using their $4 million ad spend to build and engage email, mobile, and/or social audiences. To say I was sorely disappointed would be an understatement.
Sure, the press today is giddy with praise over Oreo’s quick-thinking, news-jacking, real-time marketing effort – a picture of an Oreo in the dark that has been retweeted nearly 15,000 times as of this writing. It has led many to say that “Oreo’s Tweet Won the Super Bowl.” There’s no arguing that what Oreo did was fast, witty, and a helluva lot less expensive than their “Whisper Fight” Super Bowl commercial which was the only ad driving viewers to an Instagram page during the entire game. The real reason Oreo won the #BrandBowl, however, was because both their free and paid efforts sought to build and engage audiences. Their ads weren’t just “one & done,” they walk away from Super Bowl XLVII with bigger followings on Instagram and Twitter–and those are audiences they can activate long after the Ravens’ victory has faded from memory.
But what of all the other advertisers? Well, as a jaded Cleveland Browns fan who can only root in vain against The Baltimore Ravens, the ghost of Art Modell, and LeBron James, I found myself making furious notes about each and every advertiser’s email, mobile, and social calls-to-action during the Super Bowl last night. Here’s the 30,000 foot view:
From 6PM EST until the commercial break immediately after Super Bowl XLVII finished, 126 commercials were shown.
Of these, 33 commercials were promos for CBS programming–not one of which displayed so much as a URL, let alone an email, mobile or social CTA.
10 commercials were promos for the NFL. Eight of those promoted NFLEVOLUTION.COM, one promoted NFLRUSH.com, and one just promoted the NFL Network. No email, mobile, or social CTAs appeared. (continue @ExactTarget)