Did you watch Super Bowl XLVI? As a fan of the New York Giants, I was certainly glued to the television until the very last play. The game set records not only for television viewership, but for social media activity as well.
Being in the marketing industry, I’ve always paid close attention to the advertising during the game. As social media integration and proliferation continues to increase, it was interesting to see how it changed the advertising this year. The biggest change I noticed was how many of the ads were “leaked” in advance. This helped generate buzz and social media conversations ahead of, during, and after the game. But, the big question is, did it work?
According to analysis reported in Advertising Age, here are the top 10 according to the quantity of social media comments generated:
My personal observation is that most of the pre-event social media buzz on Super Bowl commercials centered around the Honda CRV Commercial featuring Matthew Broderick with references to his Ferris Bueller character. Interestingly, that ad (which was leaked in advance) didn’t crack the top 10 in the Bluefin Labs analysis.
Since social media tends to have more of a long-term ROI, it may take quite some time to determine which strategy worked (leaked vs. not). The immediate impact is that social media helped spread out the cost-per-impression, because it helped extend the reach beyond the televised spot. While I “unplugged” from social media to concentrate on the game, many viewers did not as the 2012 Super Bowl set records for tweets per second and total social media comments generated.
As to my personal favorites, my top 5 were:
- Mars/M&Ms – “Just My Shell”
- Chrysler – “Halftime in America”
- Volkswagen – “The Dog Strikes Back”
- Anheuser Bush/Bud Light – “Rescue Dog”
- PepsiCo./Doritos – “Sling Baby”
Which were your favorite/most memorable commercials from this year’s Super Bowl? Did you “unplug” from social media during the game as well, or were you actively engaged in social media?