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« Share, don't bare, on Twitter | Main | The Top Ten Signs You Work In Marketing... » It's Not the Size of the Ad That Counts, It's How You Use itPosted by Jason Swartz on February 2, 2009 at February 2, 2009 2:52 PMI went into this year's Super Bowl confident of two things; the Steelers would win and the ads would engage consumers like we've never seen before. At least I got one right. Treating this year like social media and the Internet haven't yet been invented, most brands reverted to the traditional (or pre-historic) advertising formula; create a semi-funny commercial, spend big dollars for a ton of viewers, and hope for something to happen. They succeeded in obtaining a massive viewing audience. But, it's not the size of the ad (one of Super Bowl-sized proportions) that counts, It's how you use it. In today's media environment, with all the social media tools we have available to us, I don't understand how brands can afford to spend $3 million just for people to see their ad, but fail to create a strong follow-up that engages their audience and can live beyond the ad itself. And no, I'm not suggesting the brand repurposes their commercial to YouTube and call it social media. I'm saying that this year, we didn't see any creative integration of Twitter, Facebook or any social media channel for that matter. Rather, we saw a few ads that sparked a second of laughter, which mostly got lost in the noise of party goers chatting during the commercial break. We often hear that brands need to do a better job of "joining the conversation," and I think this year's Super Bowl ads are a perfect example. These brands had the time, money and social media tools to come up with something very unique, but ended up failing to close the deal like the Arizona Cardinals. Until next year, Go Vikings! And go big brands that are willing to step outside the realm of traditional advertising to connect with their audience in ways competitors have never considered.
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