Thursday, February 7, 2008, 9:28 AM ET|Posted by Will Richmond
I promise, this will be my last post on the Super Bowl ads. I suspect some of you are getting sick of hearing about them, but the reality is that there are some cool follow up tidbits emerging that I think many of you will be interested in.
First a clarification. I accidently omitted mentioning Audi as another Super Bowl advertiser that had a broadband component to their ad. Their mention of "TruthInEngineering" at the end of their spot was so quick that I didn't even notice it. That's a shame, because when you visit the mini-site there's a lot of great video, including one lasting 3 minutes all about the making of the ad.
Ken Liebeskind has a good interview with Paul Venables, who is the founder and co-creative director of the ad agency that created the spot and the videos at the mini-site. I really like how well developed the whole "Truth In" concept has been executed in the mini-site. My only gripe with the execution of the TV spot is that just flashing "Truthinengineering.com" at the end for a quick second is insufficient to really optimize traffic flow. Though Venables says traffic is way up since the game, I think it would be far higher had they focused on the URL longer.
Meanwhile, some interesting follow up stats that have bubbled up. comScore is reporting that 13% of Super Bowl viewers watched an ad online and that 13% visited an advertiser's web site. Of those who visited an advertiser's web site, 38% visited GoDaddy.com, 22% Coca-Cola and 21% Pepsi.Derek Jeter/G2 (677,686), Bridgestone/Scream (564,986), ETrade/Talking Baby (530,397) and CareerBuilder/Queen of Hearts (442,273).
Lastly, the Cincinnati Enquirer is reporting that MyTalkingStain.com, the mini-site TideToGo promoted, had received 30,000 visits by the end of Sun night and already had 5,500 customized ads created. The UGC contest at the site invites users to create their own spoof of the Super Bowl ad. In my opinion, Tide To Go gets top honors for making all the right moves: A clever game spot. Great promotion to the mini-site. Great engagement opportunities and payoffs for consumers. I think it's a model for future Super Bowl advertisers to follow.
Ok, that's it. Now I'll shut up about Super Bowl ads, until 2009.