Boost Mobile, Home Away,E*Trade & Google Score Integrated Marketing Touchdowns During the Super Bowl

Feb. 8, 2010 - PRLog -- Boost Mobile, Home Away, E*Trade & Google Score Integrated Marketing Touchdowns During the Super Bowl
Reprise Media Releases 6th Annual Super Bowl Search Marketing Scorecard, Measures Integration of TV Advertising with Search and Social Media Marketing  


The final seconds ticked off the clock, and the New Orleans Saints walked off the field with the Lombardi trophy, but another game was just getting started as a collection of the world's biggest brands were vying to turn their Super Bowl advertising buzz into business results online. This year Boost Mobile, Home Away, E*Trade & Google were the integrated marketing standouts in Reprise Media's 6th annual Search Marketing Scorecard.

Reprise Media's Search Marketing Scorecard ranks Super Bowl advertisers based on the level of integration between their television commercials and presence in search and social media --measuring how prepared each brand was to capture the demand created by their Super Bowl advertising investment. The Search Marketing Scorecard is the longest-running study of its kind.

Although the average cost of a 30-second spot was reported to have dropped from $3 million to $2.5, advertisers were still pressed to make every dollar spent on television work harder by successfully linking their TV ads to their online presence.

"Every year, we see advertisers take a significant step forward in the way that they use search and social media to help channel Super Bowl buzz," said Anthony Iaffaldano, Senior Director of Strategy and Innovation at Reprise Media. "This year was no different. Brands were under pressure to deliver measurable ROI from Super Bowl spots, and did so with innovative and aggressive cross-channel tactics."

The advertising game-within-a-game produced many interesting storylines worth a second look today:

-- Touchdowns -- First time Bowl advertisers Boost Mobile and Home Away finished neck and neck for best overall integration, with a solid cross-channel commercial promoting two of the more memorable Super Bowl ads from this year. E*Trade followed up last year's overall win with another solid showing. And, suprising virtually no one, Google -- a late entrant into the game -- dazzled with a deftly-executed campaign.

-- Fumbles -- Among the more notable brands to mess up the handoff to the online channel were Pop Secret/Emerald Nuts, Prudential and Dodge Charger. In a continuation of a trend from the past few years, virtually every movie advertised during the Super Bowl scored a fumble -- only the Wolfman & Shutter Island escaped the dubious demarcation.

-- Interceptions -- While tax prep software Turbo Tax, automaker Mazda and beverage company Pepsi didn't have ads in the big game, they both captured demand during the game by running paid search ads on keywords related to other Super Bowl advertisers.

-- Fanfare -- Millions of consumers turned to social networks including Twitter to discuss their favorite ads. According to social media monitoring service Trendrr, the four top gaining Super Bowl ad brands on Twitter within the last 24 hours were Dockers (+307%), Boost Mobile (+161%), Emerald Nuts (+150) and Disney's Alice in Wonderland (+120%).

"Surprisingly, social media took a back seat from an integration standpoint," said Iaffaldano. "Although brands had presence in YouTube, Facebook and Twitter, few made a real effort to drive interested consumers to those pages. Notable exceptions were Super Bowl veteran Coke - who used paid search to drive to their branded YouTube channel - eTrade - who also had Facebook and YouTube icons at the end of their ads -- and Google who drove users to their branded YouTube channel."

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