Social Media Gains Yardage In Bowl XLIV Marketing | Adweek Social Media Gains Yardage In Bowl XLIV Marketing | Adweek

Social Media Gains Yardage In Bowl XLIV Marketing


Search is also boosting the reach of traditional ads for brands like Diamond Foods (advertising both Emerald Nuts and Pop-Secret popcorn in a single spot this year) by driving consumers to a microsite that hosts not only the Super Bowl spot but also a game and links to the brands’ individual sites.
More and more, companies are recognizing the ability of Google and YouTube to increase and extend brand awareness after the game ads run. Following Denny’s 2009 Super Bowl spot that advertised a free breakfast offer, Google searches for “Denny’s” rose by 4,100 percent. And after Doritos’ 2009 spot, YouTube search queries were up even more—by 4,300 percent. Kaplan said that these figures are prompting brands to consider “how to use YouTube to promote your videos, [and] how to use Google when people will be searching for your brand.”

According to Papa John’s vp-digital marketing Jim Ensign, marketers have clearly evolved from viewing the big game as merely an ad platform to seeing it as an anchor for a variety of audience-participation initiatives driven by the social Web. “It used to be that consumers would just go to the [advertiser’s] site to see what spots are there, but now they’re [logging onto Facebook and Twitter and talking],” he said. “They’re not just observing; they’re participating in the marketing.”

Even inaugural advertisers, like online vacation rental home management site HomeAway, are recognizing social media’s benefits. “Part of what [made us advertise in the Super Bowl in the first place is] all the social media and online [buzz] that happens after the game is over,” said global brand marketing director Matt Cohen, who added that the most watched sports event is “a catalyst for a lot of the [brand chatter and consumer] activity that follows.”