Interactive Space Underutilized on Super Bowl Sunday
According to a Comscore survey conducted between January 27 and February 1 of this year, 72% of respondents planned on accessing the Internet at some point during Super Bowl XL, and 11% said they would visit the websites of the most appealing advertisers. Sparking the consumer’s interest on TV, presenting them with a clearly visible URL, buying relevant search keywords, and creating enticing and interactive landing pages that tie in to the ad campaign have all become essential ingredients for capturing the attention of this viable market.
But while consumer enthusiasm levels are growing online, Reprise Media, a search and interactive marketing agency, says advertisers have yet to take full advantate. The agency has just published its annual Super Bowl Search Marketing Scorecard to critique advertising successes and failures on Super Sunday. According to their report, many of the major brands focused too much attention on a flashy and clever television presentation this year, and not enough on winning consumers over with web-based interaction. In one case, PS Cleaning Products launched an entirely new brand name with its expensive Super Bowl spots, yet failed to provide a URL for customers to find more information about their products. Ford created tremendous buzz with the puppet spokesperson Kermit the Frog, but failed to buy any relevant search presence; in response, GM cleverly bought the search keyword “Kermit” and cashed in on their competitor’s expensive outing.
Still, Reprise’s Scorecard stated that the movie and Internet industries capitalized on customer interaction opportunities Sunday more than anyone. The Scorecard reports that movies like Paramount’s Mission Impossible 3 and Disney’s The Shaggy Dog utilized Super Bowl specific keywords and creatives, while dotcoms GoDaddy, Career Builder, and Overstock scored big on search engines and created memorable landing pages that rewarded users for taking a break from the game (all received high “7″ scores).
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