Post-Game Ad Analysis: VW Is Multichannel MVP
ADOTAS – Was there a football game on last night? I just remember drinking every alcoholic substance in the house, eating ridiculous amounts of home-made fried food and seeing a lot of commercials. And for some reason the movie “Tron” was on though the soundtrack was terrible — four goofy people blathering on about tonight being a real good night…
Across the advertising world, the commentators are weighing in with post-game Super Bowl analysis. On the digital end, there was certainly a dearth of cross-channel initiatives, especially employing social media or mobile. Here we thought we’d come a long way from flashing “Like us on Facebook!” for a half second.
The multichannel MVP award goes to Volkswagen, which is typically featured in the highlights for best Bowl commercials, for launching a longer version of its “Force” commercial for the Passat on YouTube and Facebook a day before the game. It may have seemed counter-intuitive, but when the ad came on, my party host said, “You have to see this!” Then he insisted we watch the online version, which was longer and funnier.
And if you thought the VW commercial for the new Beetle was cool, check out the YouTube version, which is absolutely astounding. The screen takeover is extremely effective due to its subtlety and the ad almost looks 3D.
Interestingly, it was two other German car manufacturers that had social media tie-ins that didn’t seem nearly as effective. Mercedes had the “Tweet Race,” which I thought was silly but 92,000 people liked it on Facebook, and Audi flashed a “#progressis” hashtag to promote a Twitter discussion — considering tweets such as “#ProgressIs @Audi reminding me that Kenny G hasn’t croaked, or been murdered yet,” maybe that wasn’t a great idea.
Of course the loser of the night was Groupon, a social networking company traversing into the world of traditional advertising. I stared at the screen slack jawed for a good minute after watching the culturally insensitve/offensive/really terrible Super Bowl ad.
On the other hand, I thought the LivingSocial pregame ad was cute and a cheeky reference to Monty Python’s infamous lumberjack song — apparently Groupon was originally considering a similar theme. Shoulda, woulda, coulda…
Traditional and new media aren’t oil and water when it comes to advertising, but agencies and brands still have a ways to go to unlock the potential of multichannel campaigns. Especially this year, the connection seemed shaky at best. We’ll see what strategies they come up with next season.
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