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Who won Super Bowl XLVII?

02.04.2013

No doubt the talk around the water cooler today will be about the Super Bowl. The Ravens’ victory over the 49ers, Jacoby Jones’ incredible 109 108 yard touchdown return, Beyonce’s halftime show, the infamous blackout…

More importantly in our office, though, is the Battle of the Brands. Viewers were treated to another heartfelt Budweiser ad (admittedly, every woman in my house wiped a few tears after that one) and a Paul Harvey-narrated Dodge Ram piece that nearly got me (I miss Paul Harvey). Then there was the usual battery of crowd-sourced (Lincoln, Doritos), celebrity endorsements (too many to name), and just plain gross (GoDaddy) commercials.

For my money, though, the advertising/marketing story of the night was not about the ads on screen, but rather the brands that were able to react quickly to the blackout — most notably Audi, Buffalo Wild Wings, Tide, and best of all Oreo. The social media universe was all a-Twitter when the lights went out and from a social media standpoint, it was “game on.” Here’s the play-by-play:

  • @Audi couldn’t help but take a poke at venue host/competitor Mercedes, tweeting “Sending some LEDs to the @MBUSA Superdome right now…” Twelve hours later, Mercedes still has yet to respond.
  • @BWWings wins the “stayed on strategy” award with their tweet “We just really don’t want football season to end. Can you blame us?” Could there have been a more perfect tweet opportunity to match their sprinkler commercial? If so, I can’t think of one.
  • @Tide, whose “Miracle Stain” commercial made me smile, tweeted “We can’t get your #blackout, but we can get your stains out.#SuperBowl #TidePower pic.twitter.com/JpQBRvjf.”
  • @Oreo won the night with this gem: “Power out? No problem. pic.twitter.com/dnQ7pOgC.” That’s right. A full-blown ad. How did agency 360i turn it out so quickly? Click here for the short of it.

Overall, while the commercials lacked a bit of the creative genius to which we’ve become accustomed, the event itself was not a complete wash. The moral of the story? It’s 2013, and the expectations for brand presence on the most expensive advertising night of the year are not just for great television commercials. To stay competitive in this market, great brands must extend beyond the 53″ flat screens to the smart phones and tablets. Todays consumers demand more.

jkc

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