The Ravens weren’t the only winners on Sunday night; millions of viewers were plied with commercials, advertisement contests and any other gimmick that advertisers could throw at them. If the Super Bowl is a battle for football greatness, then the Super Bowl commercials are a battle for consumer dollars. This year, it was all about interaction. And, since the game was stopped for 30 minutes because of technical difficulties, viewers had a lot of time to grab their smartphones and help advertisers go viral.
Traditionally a heavy hitter when it comes to Super Bowl adverts, Coke experienced a huge disappointment on Sunday night. Not only was its commercial a flop — showgirls, cowboys and badlanders racing to a giant Coke in the desert — but its interaction model, where viewers could vote who should win the race, completely crashed, according to Mashable. This left viewers completely interaction-less. Maybe it’s time to go back to the polar bears?
For the fifth year in a row, FritoLay turned the making of its Doritos commercial to the masses, using a Crash the Superbowl model driven by Facebook. Five finalists were chosen and shown during the Super Bowl, but viewers had to hop online and vote for their favorite to crown a winner. Of course, now Doritos has five commercials to go viral, and they will undoubtedly be shared again and again in the next few days — both of the declared winners have thousands of hits on YouTube already.
America’s favorite cookie did something completely new for this year’s Super Bowl. While other brands focused on Facebook and Twitter, Oreo was the first brand that went for the Instagram grab to huge results. The commercial, which urged viewers to share which part of the cookie they liked the best via Instagram, grew Oreo’s followers from a paltry 2,200 to around 36,000 in one night — and the number’s still climbing.
The music discovery service Shazam created a new advertisement model for other brands to utilize for the 2013 Super Bowl commercials. In the midst of launching Shazam for TV, Shazam recruited about half of all Super Bowl advertisers to utilize the app for customer interaction, according to International Business Times. Best Buy had an offer to audio scan their commercial and enter to win a gift card. Toyota used it to enter sweepstakes for two Camrys. Cars.com showed its soft side and used the app to donate $1 to charity each time it was scanned.
It’s a new frontier of using commercial marketing to drive customer interaction after the nachos have been eaten and the confetti cleaned up. And, since the Super Bowl is, well, the Super Bowl of marketing, the tactics seen during commercial breaks this year could very well predict the content marketing trends for 2013.