This was the first year in many that I didn’t attend or host a Super Bowl party. It was nice to actually sit and watch the game and more importantly, the commercials. I’m not here to review the ads on content, but I am going to call out the companies and their agencies for missing what I think is a huge opportunity. I feel like if you are going to spend the money on a Super Bowl ad you should take every advantage to get the most out of it especially after the commercial has aired. In this case I’m talking about integrating the ad with a social media campaign.
Two ads, GoDaddy.com and HomeAway.com, did point you to their Web sites to see more videos which was a great idea, but I didn’t see any ads that pointed to Facebook or YouTube or even a Web 2.0 microsite to extend the ad. Homeaway.com does have a way to get to the Facebook and Twitter accounts, but they are almost hidden on the site. Of course these are both Web based companies, so I expect something online from them both. If I missed one, please correct me in comments.
The commercial I probably enjoyed the most was the Kia Sorento ad where the toys were out on the town. It was a clever ad that got a lot of positive feedback. At the end of the commercial the URL of the corporate site came on the screen. If you go to the site, you will see a picture of the Sorento with the characters in it, but that was it. I did a search on YouTube and found Kia’s page, but it just had the ad and 2 teaser ads. Next I went to Facebook where they have a page for the Sorento that has the commercial and a virtual gift there, but nothing else.
So now I’m going to play a little Monday Morning Quarterback and give you a glimpse of what could have been done differently. While shooting all the video needed for the commercial, why not shoot a little extra to create “Behind the Scene” bios of each character. Have a little fun and bring even more personality to these toys we all connect with one way or another. Put these videos up on YouTube and add that URL to the end of the commercial. They could even take it one step further by adding bios and information to the Facebook page and again adding the URL to the commercial. Maybe make it a fun “Wanted” campaign for the toys out on the town and on the loose.
I seriously thought that up in about 20 minutes, so it can’t be rocket science. Why is going the extra step not happening with these large companies? Is it fear of showing personality or is the agency not bringing the ideas to the table. Both concern me. It’s your turn, if you were in charge of a Super Bowl commercial what would you do?
By the way, Kia, if you are listening, I’m for hire