February 3, 2014
When the big game kicked off last night, fans and brands were glued to their television sets, smartphones and tablets.
Brands—both those with commercials during the big game and those without—were looking to real-time marketing with the hopes of achieving an “Oreo moment” that would get them more reach and fanfare than a $4 million, 30-second ad might.
The real winners of the night, though, were the brands that focused on delivering a seamless experience for the customer.
So, we’re calling the three campaigns below the Super Bowl’s multi-channel champions. Each of them focused on delivering a clear message to consumer, carrying that message across multiple channels and optimizing the customer’s interaction with that message regardless of the device being used.
Best multi-channel campaign
To us, Ford “won” the Super Bowl before the opening kickoff. The car company’s “#nearlydouble” back-to-back commercials between the coin toss and the kickoff hit on a clear message (fuel economy) that was further clarified for those viewers who visited Ford’s website.
The car and the campaign were featured as the hero graphic on the website homepage, with a Call to Action that prompted the website visitor to calculate how much money she could save by driving one of four featured Fords:
The calculator was fully responsive, working as well on smartphones and tablets as it did on a website.
Best television-social media campaign
Who wouldn’t want $1.5 million just for tweeting out a hashtag?
That was Esurance’s bet, and it seems to be paying off. The car insurance company bought the first television ad after the Superbowl at a discounted price (according to the company) and is passing along the savings in a giveaway:
When we save money ($1.5M), you could win it! Tweet #EsuranceSave30 for a chance http://t.co/ppLBoPyGYE Subj to rules pic.twitter.com/vyZTvEOkQH
— Esurance (@esurance) February 3, 2014
The commercial explained the relatively simple rules: Publish a tweet using the #esurancesave30 hashtag by 4 a.m. Eastern Tuesday, and you’re entered to win the prize. Nothing else necessary.
The hashtag began trending almost immediately after the television ad aired, and is still going strong.
Best ad-to-website experience, non-televised
While Bose didn’t purchase television ad space for the Super Bowl, it did run a daylong ad on Sports Illustrated’s website that promoted its flagship home theater speaker system.
Those who clicked through were taken to a product landing page that had a consistent feel in terms of design and also featured an “Add to Cart” Call to Action, as well as badging for an “In Stock” note and a 0% interest payment-plan:
The campaign might not have been as splashy as others, but it was a clean, straight-forward experience for the customer.
There were plenty of other ads that resonated on social media and are being highlighted in traditional media, but these three “won” from a consumer experience standpoint.
What do you think? If you watched the game, did you see any that we missed?
Trophy image courtesy of Shutterstock