Von Miller may have been MVP of the big game, but these brands are still winning big.
As the dust settled following the conclusion of Super Bowl 50, it became clear there is no one way to claim victory. Virtually every brand took a different approach, some of which were unsurprising, and others uniquely original. Having a commercial is only the tip of the iceberg – even though it may be exceptionally visible, it must be part of a larger campaign.
Numerous brands took that to heart, and the fans responded in kind. As expected, Esurance’s innovative campaign dominated Twitter, leaving everyone except Beyoncé in the dust. With the potential of $1 million keeping them enticed, 108,000 people tweeted more than 1.6 million times. This was all without paying for a commercial during the broadcast itself, proving that even companies that do not want to shell out $5 million for a 30-second long ad can still get in on the action.
Another lesson to be learned from the game is that, when done right, celebrity marketing can command attention in major ways. With the second most tweets of the night out of all the participating brands, T-Mobile’s two commercials, respectively featuring Steve Harvey and Drake, generated over 375,000 tweets. Despite this immediate sign of success, only time will tell if the attention will translate into more customers.
Above anything else, brands must craft a well-defined message. Good jokes and famous people may inspire droves of tweets, but if they don’t convince the viewers to take the brand seriously, the campaign is a failure – and with such a high price tag, that is not a hit many brands can take.
For Pokemon, having an ad in the Super Bowl provided them a platform, not just to entertain people, but to inspire a new generation of fans. Budweiser and Colgate used their platforms as an opportunity to spread good ethics, in hope that viewers would return the favor in time.
In the end, the ads that proved the most successful were the ones with a clear message promoting their brand, and entertaining content to keep our eyes glued. Everyone else fumbled in front of half the nation.
photo credit: https://pixabay.com