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Ads get social at Super Bowl

Thursday, February 02, 2012 - 02:17

Feb 2 - Super Bowl ad campaigns are going beyond the field- tapping into social media to leverage the millions of dollars spent on the 30-second or 60-second ads aired during the big game. Bobbi Rebell reports.

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Coca Cola's polar bears won't be just chillin' out watching the Super Bowl on Sunday. They will be on CokePolarBowl.com- ready to interact with fans. Brian Steinberg of Advertising Age: SOUNDBITE: BRIAN STEINBERG, TELEVISION EDITOR, ADAGE (ENGLISH) SAYING: "On Facebook, during the game, the bears are going to be there commenting on the game and the commercials themselves, all game long. It's kind of a sideline event." The bears will even have their own game day twitter hash tag: #GameDayPolarBears for fans to follow. Consumer research forecasts that 60 percent of fans will be tied into a second screen like a smartphone or a tablet during the game. So companies paying as much as $4 million for a spot want to use social media to leverage that investment. Car companies will continue to spend big. Many consumers have already had a sneak peak at this ad taking its cue from the classic movie "Ferris Bueller's Day Off". Volkswagon has also been promoting its ads on the internet. It will tap into the teen vampire phenomenon with its Audi ad- The car's LED headlight technology puts a stop to a young vampire party. Their hashtag is #SoLongVampires. Volkswagen America's President and CEO Jonathan Browning: SOUNDBITE: JONATHAN BROWNING, PRESIDENT AND CEO, VOLKSWAGEN AMERICA (ENGLISH) SAYING: "With the advertising slots on the game itself being so expensive it's really important to leverage that presence and social media and viral growth around those activities is a very good way to leverage that investment." Frito-Lay's Doritos brand is back with its Crash the Super Bowl campaign, hoping its online consumer generated ad contest builds momentum. Chief Marketing Officer Ann Mukherjee: SOUNDBITE: ANN MUKHERJEE, CHIEF MARKETING OFFICER, FRITO-LAY (ENGLISH) SAYING: "The Super Bowl is kind of the anti-climax right because that's the stage where the ad airs. But the real hero is our consumer and the stage is social media. It's about letting them speak about their talents. It's all about them being ambassadors for the brand." And even NBC, which will air the game on TV, is getting in on the second screen trend. It's going to be streaming the Super Bowl- including interactive elements that will even let fans re-watch the ads. Bobbi Rebell, Reuters.