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Standing out in an increasingly crowded Super Bowl ad lineup takes more than a funny gag or celebrity of the moment. "We're seeing social media embraced by Super Bowl advertisers like never before," said Tim Calkins, marketing professor at Northwestern University's Kellogg School of Management. He said advertisers can get a lot of traffic for a rather modest investment by capitalizing on social media. Among the gimmicks advertisers are using to extends their ads' impact: Twentieth Century Fox will air an ad for the animated movie "Rio" that contains a code that will unlock a secret level in the popular smart phone game "Angry Birds." The level will let users enter a sweepstakes for a trip to Rio de Janeiro on March 22 for the film premiere. PepsiCo's six ads for Doritos and Pepsi Max were created by consumers and selected by popular vote at Pepsi's
http://www.crashthesuperbowl.com/. Ten finalists got $25,000 and a trip to the game. The creators of the seven commercials have a shot at prizes of up to $1 million if the spots rank at or near the top of USA Today's ad meter. Anheuser-Busch posted still images from three Bud Light ads on Facebook two weeks before the game. If people who "Like" Bud Light on Facebook correctly guess the plot of the ads, a fourth online-only ad will be unlocked. "Before, everyone asked, `What was the best spot?' But now, people are broadening their idea of what that means," said Steve Slivka, chief creative officer of Colossal Squid Industries, a digital ad agency in Chicago. For Mercedes, the social-media push seems to be working. Since its Tweet race was announced, Mercedes' Facebook following has more than tripled to 85,000 fans. It started a Twitter account for the race, which now has 73,000 followers. And since the racers began posting YouTube videos when the race started Tuesday, they have been viewed 1.8 million times.
[Associated
Press;
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