2017 Super Bowl Ad Round Up! Less Humor – More Unity

Hola Todos!

It was a roller coaster of a Super Bowl both on the field and in the commercials off the field.  Given our current political climate, it was not surprise that the dominant theme of the evening was “unity” – starting from the pre-game rendition of “American the Beautiful” with the added “sisterhood” after “brotherhood” to Lady Gaga with the halftime show to Hyundai’s excellent 90 second post-game spot with the soldiers in Poland.  There were some laughs – I really liked the “Skittles” spot as well as Kia’s with Melissa McCarthy but humor did not rule the night. Although creative and unique, even humor king Bud Light went more “Ghost of Christmas Past” with their interesting and on message (but not funny) “Ghost of Spuds” spot.

I had a blast on Twitter with a number of professors ranking the ads.  We missed the humor; the Super Bowl is a party and people expect humor but largely, we agreed there were 5 or 6 standout spots.  I had Kia, Audi, Buick, Mr. Clean, and 84 Lumber in my top 5.  Skittles, Alfa Romeo, and BAI were also strong and noteworthy.  If you missed any, check out the USA Today Ad Meter ranking.

I was also impressed the interplay between social and the super bowl spots.  Mr. Clean did a great job digitally interacting on social before their ad aired.  The same could be said for Hyundai and their social media teasers prior to their excellent post-game ad.  Intel also gets a big thumbs up for their half time drones that they promoted via social.  However, some integration did not work out as well as the Square Space ad was flat, unless you saw the pre-super bowl teaser online first.

That’s a wrap folks and we’ll see if these ads and their themes last throughout 2017.

Best

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Assistant Professor of Marketing

Director, MBA Program

Stillman School of Business

Seton Hall University

Super Bowl Ad Roundup: What’s with all the seriousness?

Hola Todos!

The Super Bowl is one of my favorite nights of the year on Twitter and Twitter is at its best when millions upon millions of people are all doing the same thing…such as, watching Super Bowl commercials.

Last night featured an unusual set of commercials – meaning mostly serious or inspirational ones.  It is almost like all the senior brand and creative executives met at a bar and decided to stick to common high-brow themes like “dads” or “going beyond oneself.”  A glut of inspiration results in a blending of the ads – it was much harder to stand out therefore, reducing any possible impact.  Moreover, the Super Bowl is a fun event and most watchers are with friends and family at a party.  PSAs, movie trailers, and “high-brow” themes are better for the Oscars as opposed to beer, dips, chips and nachos.  Make me laugh please…I’m at a party.

As for the rankings, the USAToday AdMeter got it largely right.  Bud with the “Lost Puppy” at #1, – Coke’s “Happy Internet” and Doritos’ “Middle Seat” in the Top Ten. Ads that I thought were solid and did not break the Top Ten were Bud Light’s “Pac Man,” Avocados from Mexico, and Turbo Tax’s “Boston Tea Party.” Special mention to Reebok who ran a great ad before the game started.  I also thought that SquareSpace’s “The Dude” spot was way better then where it landed and the BMW 3i spot was way worse then where it landed.

Two of the most talked about ads of the night were Nissan’s (90 seconds of dad racing – being away from the family) and the Nationwide’s “Boy who Died” spots.  The problem with the Nissan ad was the storytelling in the ad was contrary to the story in the “Cat’s in the Cradle” song that was used in the ad.  In the last stanza of the song, the son grows up to the be the same absentee dad – its not a happy ending – it’s a morality play. The Nationwide ad was well done but few people would react well to that type of theme when they are at a party.

All in all, I have to agree with my friend Ian Schafer, CEO of DEEP Focus; for as expensive as these ads are, one good night of branding should not make up for 364 of slacking.

Check out the links when you get a chance…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Director, MBA Program

Stillman School of Business

Seton Hall University

 

 

 

 

 

 

 

The Social Media Communication Center at Super Bowl 48: Part II

Hola Todos!

As promised in part I, I wanted to follow up with another post after my experience in the Social Media Communications Center was complete.  If I were to use just one word that could sum up the experience, it would be dialog. I was very impressed with how the SMCC team was (1) able to keep up with the volume of tweets coming in and (2) how much of the overall percentage of tweets coming out of the SMCC were part of a dialog.

SMCC photo

 

Perhaps the most overused word in all social media is engagement.  I get that, and I understand why the word engagement is so popular, but I feel dialog is much more apt.  I’m ball parking the number here but I would say north of 95% of all tweets coming from the @NYNJSuperbowl handle were part of a dialog.  It is one thing to listen in on conversations in social media, and it is entirely another thing to have a seat at the table and dialog within those conversations; that’s my nugget from this experience!

To wrap this post up, here’s the latest from around the web on the SMCC:

-Speaking of social media listening, keeping up with all those tweets would have not been possible without the excellent social media listening software from Tracx

Three takeaways from the SMCC

-Fox came in with their football robot Cleatus and video 1 has a nice short overview video of the SMCC while video 2 is a 1 minute highlight reel of the whole super bowl week.  This 2nd video has excellent inside shots of the SMCC.

 

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

 

The 2014 Super Bowl Ad Round-UP: Plenty of Surprises

Hola Todos!

The Super Bowl is one of my favorite nights of the year on Twitter and I spent most of the night on the #adbowl hashtag.  Since the game was such a blow out, much to Microsoft’s surprise when they created a great spot but then selected a 4th quarter slot, I feel more attention was paid to the commercials than usual. I mean the game was over in the first 12 seconds.

In my eyes, the Budweiser puppy ad took the crown – it was perfect in too many ways.  Interesting, this sentiment was practically universal on the #adbowl hashtag as well as Monday’s rankings.  In my top 5, I also have Audi, Kia (the Matrix!), Doritos “cowboy kid” and Coke in multi-language glory.

As for my surprises, (1) the game featured more serious than funny or shock ads, (2) the Audi ad did poorly in most of the rankings, (3) it seemed like 60-second ads were more popular than 30-second ads compared to previous years, (4) I’m still not sure what to say about that Bob Dylan and Chrysler spot, (5) kudos to Esurance for that end-of-game hashtag ad and (6), the overall quality was much higher than previous years.

Take Honda for instance – that was a solid ad and I’m sure it got many fans to stop and hug a family member while at a party but it was only mid-tier in this year’s rankings.  We also saw great ads from Doritos (time machine) Jaguar (evil dudes), VW, Budweiser’s Home Hero, Cheerios, Colbert’s Pistachio, Highlander w/Muppets, Chobani’s Bear in a convenience store, WeatherTech, MASERATI (at the bottom, really?) and Bud Light’s hidden camera spot.  Even GoDaddy did something on-point and tasteful with their body building spot.  If I were to sum the night up in one sentence; it was weird to have a clear #1 and a completely unclear #2 to #10.

It is not a Dr. Dan-o post unless it includes a bunch of links so here we go:

-The classic and original: the USA Today Super Bowl Ad Meter

-Youtube – complete highlight reel of all the commercials

-The Kellogg School of Management rankings featuring a nice 2 min video

-U2 was a nice surprise and yes, I have the song on my iPhone

-Behind the scenes on the making of the “Worlds Largest Human Doritos Chip” – this is a must watch

-And how can I neglect social?  The best of the best including JCPenny’s tweeting “drunk”

Now that’s A LOT to enjoy on a snow day…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

The Social Media Communication Center at Super Bowl 48: Part I

Hola Todos!

Consider this part 1 of a 2 part post.  At the moment, I’m very busy with classes, as well as, my shifts in the Social Media Communications Center for this year’s Super Bowl.  It’s been a great experience that I will share in a future post but for now, here are some cool links for you to check out and pick up a flavor for how it looks and the overall goals and objectives for the Center:

SMCC

 

-Super Bowl Social Media Concierge Opens in Manhattan

-Social Media Center to Help New York Deal with the Mayhem

-Super Bowl XLVIII will be the Most Engaging Super Bowl with Social Media Communications Center

-From the NYC Fox 5 News affiliate – here’s a story that ran on the local news – it has a short video of the Center

Finally, two other Super Bowl videos from NYC Fox 5 News affiliate: Super Bowl Boulevard and how the Super Bowl Host Committee is promoting mass transit for visitors to the region

 

Something to check out today…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

Super Bowl Boulevard: An Experience That Cannot Be Missed In New York City

Hola Todos!

Today is all about the NFC and AFC championships but tomorrow, millions of fans will be planning their trip to our region to be part of Super Bowl XLVIII.  The centerpiece of the fan experience will be Super Bowl Boulevard – 13 blocks from Herald Square to Times Square. Open from noon to 10PM daily starting Wednesday January 29th, Super Bowl Boulevard will feature a 60 foot high, 180 foot long Toboggan Run in the middle of Times Square, a pavilion with the Vince Lombardi Trophy, the Huddle Shuttle and an autograph stage. If the Toboggan Run is not unique enough for you, the nightly LED outdoor Video Park (between 35th and 36th Streets) will be a total immersive sensory experience using the buildings up and down Broadway as screens.

The Super Bowl Host Committee along with the NFL prepared an excellent video showing the highlights of Super Bowl Boulevard – it can’t be missed.

For more information on all the Super Bowl XLVIII events and updates, visit www.nynjsuperbowl.com or follow them on Twitter @NYNJSuperBowl.

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

Social Media Promo vs. Super Bowl Promo: Who Wins?

Hola Todos!

At first glance, the results from this study is exactly what I’ve been preaching in my social media classes:  new media (e.g., the interactive, two-way social kind) is much better than traditional media (e.g., the one way, untrackable, I don’t know what I’m getting for my money kind).

As I have mentioned a few times before, I have an ROI mentality and I do not recommend for anyone to spend their marketing dollars when they do not know what they are getting for those expenditures.  Digital media is not perfect but it is a lot better than wasting half of my advertising dollars.

In a study of 500 small businesses by office supply giant Staples, 41 percent of the participants indicated they would take two million fans, almost double the number that would prefer a celebrity endorsement (22%) or a one-time Super Bowl ad (18%).

At second glance, the headline is much better than the overall results of the study.  Not only is 500 a relatively small sample size, it only includes small businesses (which goes undefined).  In addition, how much each of the survey participants spend on advertising is also unclear.  In summary, it makes a nice blog post but the results are not generalizable to larger firms nor other small businesses.

Something to think about today…

Best

Dr. Dan-o

Twitter Mentioned in Half of the Super Bowl Ads

Hola Todos!

Being one of the biggest marketing/advertising events of the year, it is not surprising that the stories are still pouring out from Sunday’s big game.  One of the more interesting one’s details how Twitter was mentioned in nearly half of the Super Bowl ads while Facebook was mentioned in just four (down from eight last year).  For those keeping score at home, Instagram and YouTube were each mentioned once while Google+ when unmentioned.

Towards the end of his post, Matt McGee concluded:

“When it comes to second-screen advertising, it’s Twitter’s world now and there’s no close second place.”

I’m not sure I would agree here.  Twitter is all about immediacy and if the goal of the advertiser was to engage their audience now vs. later, then Twitter is the better platform.  I think much more data crunching is needed before we can claim that Twitter owns the second-screen.

What Matt and I will agree on is that Twitter is the better platform to capitalize on something quick – like the Blackout Bowl:

“They even took to Twitter for some quick and clever “blackout bowl” newjacking when the power went out in the Superdome during the third quarter. And, as Twitter’s advertising staff revealed, it only took four minutes for Twitter advertisers to start bidding on “power outage” as a search term.”

Something to think about today…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

 

The Super Bowl – The Black Out Bowl – USA Today Ad Meter was OFF…

Hola Todos!

The Super Bowl is always the biggest advertising night of the year where we usually see some of the most creative work in the field.  Interestingly, some of the most creative work happened during the blackout – now dubbed “The Blackout Bowl.”  Twitter absolute lit up 4 to 5 minutes in to the blackout and smart marketers such as Tide and Oreo took advantage and got way more bang for their buck than some of those sloppy $3.8 million 30 second ads.

Historically, The USAtoday Ad Meter has been on the ball when it comes to rating and ranking the best ads.  This year, however, I do not think they batted .500.   My top 5 in order were Audi – Taco Bell “viva young” – Tide – Oreo – M&M’s.  I liked many others including the Jeep and the Doritos spots and I’d but the Clydesdales in the top 10 (perhaps in the top 5) but the RAM, Kia, Deion Sanders/NFL draft or Hyundai ads did not belong in the top 10.  Taco Bell’s “viva young” – Best Buy’s Amy Poehler – and Oreo were down way too low.  Even the Mercedes Benz – “Simpathy with the Devil” spot should have been much higher.  At least they got the prenally bad Go Daddy ads correct – towards the bottom third of the list.

Check out the links when you get a chance.

 

best

Dr. Dan-o

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

 

 

 

Why Waste Your $3.8 Million on a 30 Second Super Bowl Ad?

Hola Todos!

I have an ROI mentality when it comes to spending marketing dollars.  The idea of spending $3.8 million dollars on a TV ad, when it will be very difficult to determine what I will get in return for the money – – strikes me funny.  If I can’t track it, perhaps it is not worth the investment?  At the very least, we should consider a few alternatives.

What I like about the this Super Bowl article is it at least entertains the idea that one could get a lot more bang for the buck, as well as, trackable return by spending your $3.8 million via other means such as at least 8 days of homepage ad units on YouTube for up to $500,000 a day.
 For businesses that do not sell directly to the end user, perhaps the digital route is not all that much better but for any business that can directly convert online, I’d recommend spending your marketing dollars where they are easier to track.

Something to think about today.

Best regards,

Dr. Dan-o

 

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University