Super Bowl advertising isn’t cheap, and at nearly $2 million for a 30 second spot it is the most expensive placement you can make.
So if you are going to advertise during the Super Bowl, there are some basic things that you should get right.
1. Create a microsite for the ad and show the URL in your commercial. If you are spending that much on placement, having a microsite is almost mandatory.
This year 84% of ads did this and unlike last year these URL’s led to the right landing pages.
2. Purchase search ads so that consumers can find your site before / during and after the event. 70% of this year’s advertisers did this. 28% purchase Super Bowl related keywords.
3. Call to action. Only 6% of ads had some kind of call to action in their ads. Ads that cost this much to run should link a promotion or competition to the ad to extend the investment. One of the best forms of promotions is one that invites people to interact with your brand.
Proctor & Gamble is doing just that by inviting consumers to submit spoof ads of the Talking Stain ad. The ad features a guy interviewing for a job and a stain on his shirt cleverly translates his comments drawing the interviewers attention. Since the airing of the ad, 5,500 consumer generated spoofs have been uploaded to the spot’s microsite mytalkingstain.com.
These can be viewed on Youtube here. Free ringtones, and related buddy icons are also available. You can also interact with the commercial by “being the stain” which is powered by Oddcast’s lipsyncing tool.
Reprise Media has a full scorecard on this years Super Bowl ads available as a PDF download.