There’s been a lot of discussion about the upcoming Super Bowl. YouTube is planning on hosting their own halftime show during the big game with their biggest stars. I was recently quoted in a Today article with my opinions.
Visa is an official sponsor of the Super Bowl and was looking to engage fans in an organic fashion across their channels. They also were looking to drive audiences to Super Bowl City in the Bay Area where Visa had several on the ground activations including a light show.
– Lead the Visa Super Bowl 50 social activations across all social channels including the first ever Facebook Live stream for Visa.
– Managed the Community Management team for “war room” real-time engagements day of and leading up to the event.
The theme of the night seemed to be Americana but in a nostalgic way. A lot of dramatic, slow moving commercials rather than “in your face” styled commercials we’re used to. There were WAY too many car commercials and Bud Light. It was hard to distinguish the car commercials from one another. My criteria for “best” would be 1) It was interesting/caught the attention of audiences; 2) It is memorable and got people talking about it; 3) Makes me want to buy the product or learn more; and 4) There was a social integration that WORKED (not just created a hashtag).
Coke #AmericaisBeautiful – There were several Coke commercials but this one was my favorite. 1) Great hashtag and social integration. 2) Fits with the brand. 3) Relevant! So many of these commercials (i.e. truck) were about the Midwest/cowboy manly man but this Coke ad stood (like the Cheerios commercial) because it was actually something millions of Americans can relate to. Even at the Super Bowl party I was at there were 4 different races and languages. America is beautiful because it is a melting pot. We’re not all one shade, one language, one cut out. I hope Coke rides out the backlash like Cheerios did because it is important to have these images in our society. (I also think they did a better job than the Brand USA ad).
#EsuranceSave30 – They bought the first commercial slot after the the final whistle of the Super Bowl when the score was 43-8 potentially not a lot of people would see the ad (a risk you take) but immediately my Twitter timeline flooded with people tweeting the hashtag. The company claims that they saved $1.5 million not running an ad during the game so they are going to give that money away to a lucky viewer who tweets the hashtag #EsuranceSave30. After the ad airs, viewers will have 36 hours to tweet #EsuranceSave30 for a chance to win. Then John Krasinski will unveil the winner on Jimmy Kimmel Live! on Wednesday. I think this ad was very well integrated and you can’t go wrong with John Krasinski. P.S. The hashtag is still trending.
Seinfeld Reunion – This is one of the few commercials that completely quieted the party I was at. Turns out that it was just an ad for Jerry’s web series “Comedians in Cars Getting Coffee.” There was a lot of nostalgia for any Seinfeld fan but it also drove people to the website to watch the rest of the clip.
Colbert for Pistachios – Another commercial that silenced the room because I was at a party with a bunch of millenials. I thought it was clever to have a 2 part commercial – something Ford did but not as well. First one aired and then after another commercial Colbert comes back “apparently we didn’t sell enough in 30 seconds” something all us marketers can relate to. It was also surprising with Colbert cracking opening his head like a pistachio but that wouldn’t make me buy the product.
Butterfinger cups – This commercial made me laug. I thought it was clever because it featured a couple “chocolate” and “peanut butter” clearly making a statement against its competition: Reese’s cups. They did a great job with their social media during the game – interacted with other brands. Not sure how memorable it is since not many folks I know are still talking about it. I also don’t believe the hashtag was strong enough #cuptherapy.