Like many who work in the marketing field, I was watching the game more for the advertising than for the final score. At the same time, I was monitoring the social sphere for comments of Super Bowl ad fans. Today, an endless barrage of traditional and Internet media pundits are offering their review of the event, and the sponsors who paid for it.
You’ll find insights at these links… to the New York Times story, coverage from the Washington Post, and access to the ads, courtesy of Advertising Age.
Implications: I’ll save my personal opinions for other publications… but invite you to reflect on the creative used in last night’s broadcast using these criteria…
Even if the message did not appeal to you, ask whether the ad would appeal to its intended target consumer. In hindsight, can you guess who the target audience was for each message?
In the end, it doesn’t matter whether a commercial received wide commentary or wins awards. The question is whether the brand will enjoy increased sales of the product or service it advocates. (Pets.com had a wonderful ad in the Super Bowl in 2000, just before it went out of business… as documented here by Wikipedia. Their Super Bowl ad didn't kill them, but it didn't save them, either.) Only history will tell us whether last night's ads were effective, in terms of sales or other business objectives.
We live in an age where traditional advertising can be augmented by an immediate online relationship, by moving consumers to visit a website, Facebook page or similar destination. Did companies creatively and effectively gain that engagement? What could your business do to engage consumers via smartphone or laptop? Are you doing it?
Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.