Yesterday, millions of people tuned in to watch ads and a concert! There was apparently also a football game happening. At SOCIALDEVIANT, our mission is to be the world’s kindest company. This includes being respectful and inclusive of everyone. That sentiment was a common theme during this year’s Big Game as well. From the live performances to the ad content, diversity, inclusion, and equality were all celebrated.
We evaluated last night’s ads based on 4 core categories:
- Best use of second screen
- Pushing beyond the 30-second spot
- Use of new platform features and updates
- Wild card favorites
Below are a few of our favorite ads.
- 84 Lumber used an ad without an ending and encouraged people to go to their website to get the full uncut promotional film. The traffic crashed their website, and the video received 3.2 million views in the first hour, and sparked debates. Fox banned the ad for being “too controversial”. No matter what side of the fence (or wall) you’re on, this ad drove people to a second screen in a really effective way.
- Avocados from Mexico recruited 100,000 brand ambassadors to augment their 30-second TV spot and send people to their website. The microsite was a full interactive experience that featured a mobile phone installed with 16 apps including Avo Recipes, Spotify, Instagram, Twitter and YouTube. Clicking on each app directs users to a different experience. If you chose Instagram, for instance, you could add a filter and discover secrets within the selected image. Then you could share the picture on Twitter with the hashtag #AvoSecrets for a chance to win a trip to Spain or French Polynesia. According to SalesForce’s Big Game Tracker, the brand’s terms and hashtags were some of the top mentioned.
- Anheuser-Busch utilized #ClydesdaleCam live on periscope and used their ESPN Snapchat takeover for Bud Bowl in addition to their regular 30-second TV spot.
BEYOND THE 30-SECOND SPOT
- Heinz chose to use the $5,000,000 that would have been spent on a 30-second spot to instead give thousands of employees Smunday off. For the thousands that think the Monday after the Big Game should be a national holiday, they also started a petition on change.org
- Southern California Honda Dealers hosted the #HelpfulBowl on Twitter. Each cliché is worth a dollar figure that was tallied throughout the game and then donated to the Boys & Girls Clubs of America.
CREATIVE USE OF PLATFORM UPDATES
Asking for UGC is so last year. Brands have shifted from asking for photos and videos from their fans to empowering users to share content and interact directly with the brand through creative uses of platform updates and features.
- Facebook had virtual masks, frames and effects to help you cheer on your team. And Domino’s launched a bot in Messenger to help you order pizza directly through Facebook.
- Twitter had custom emoji for #SuperBowl, #SB51, #RiseUp, #Patriots and #PepsiHalftime and Periscope hearts became footballs when the same hashtags were used (exchange #PepsiHalftime for #football).
- Snapchat had lenses and games. Anheuser-Busch launched Bud Bowl in Snapchat Discover. And Audi created a “Progress is for Everyone” lens.
- Pinterest helped users make boards to be awesome party planners with their Most Valuable Party Planner tool, which included several recipe pins provided by Sargento.
OTHER FAVORITES FROM THE SOCIALDEVIANT TEAM:
- Terry Bradshaw & Tide – Well-played.
- Mr. Clean – For his dance moves and those tight, white pants.
- Cure Auto Insurance – For their very real portrayal of that creeper from high school who’s Facebook stalking you.
- Lean into a cultural current. It always makes you stand out.
- Utilize the second screen to reach more audiences and continue the brand story.
- If you don’t have $5,000,000, get creative.
- Utilize platform updates and new features in creative ways.