Bridging The Gap Between Off Line And On Line Advertising A Superbowl
Case Study

Bridging The Gap Between Off Line And On Line Advertising A Superbowl Case Study

Bridging the​ Gap Between Off-Line and​ On-Line Advertising :: a​ Superbowl Case Study
I just don’t get it .​
Advertisers spend millions of​ dollars for​ a​ 30 second or​ 1 minute spot in​ a​ football game yet in​ many cases they fail to​ follow through online .​
I mean, if​ you are going to​ spend that much money to​ get your product visible wouldn’t you want to​ back that up somehow?
In this article I​ look at​ some of​ the​ shortcomings of​ a​ Super Bowl campaign and​ what I​ think advertisers should be doing about it .​
So, Super Bowl 40 (sorry XL) has come and​ gone .​
Like so many other people I​ of​ course watched the​ game .​
Not so much for​ the​ game but for​ the​ commercials .​
You see, Super Bowl Sunday is​ the​ time of​ year when many companies launch their year’s advertising program starting with an​ inaugural Super Bowl commercial .​
And like every year, the​ usual suspects were there – Budweiser, GoDaddy, Pepsi and​ Coke to​ name just a​ few .​
Now, there are some interesting things that took place with the​ commercials this year .​
For one thing, there were a​ lot of​ web properties hosting the​ ads online .​
Last year there were only a​ handful, but this year big names like Yahoo! and​ Google got into the​ ads .​
Even the​ NFL website had the​ ads on its site appearing immediately following the​ game .​
But what perplexes me is​ that none of​ these advertisers (except perhaps for​ GoDaddy) attempted to​ relate the​ offline advertising done during the​ game with anything they did online .​
For example, if​ you were to​ take a​ look at​ any of​ the​ Pepsi, Coke or​ Budweiser websites before the​ game, you'd find no mention of​ the​ Superbowl .​
Pizza Hut did a​ little better job with the​ givaway of​ the​ boots Jessica Simpson wore during the​ commercial but that’s about it .​
In today’s era of​ cross platform marketing I’m surprised that none of​ these sites really tried to​ build buzz leading up to​ the​ Super Bowl with their websites .​
Further, there was little change to​ these sites during the​ game or​ even after .​
It’s as​ if​ the​ advertising during the​ game happens in​ a​ vacuum with no consideration for​ other media .​
Granted they are spending millions for​ the​ right to​ have their ads show up during the​ game but in​ light of​ that I​ would think spending a​ few thousand to​ ensure the​ website helps further promote their message would be in​ order .​
In fact it’s always bothered me when a​ company does TV advertising and​ the​ website doesn’t reflect the​ message found in​ the​ advertisement .​
There are only a​ few cases where I’ve found the​ website and​ the​ advertising work well together .​
Geico, for​ example does a​ great job of​ tying their TV ads to​ their website .​
When you go to​ one of​ the​ first things you see is​ the​ Gecko – their mascot .​
So if​ Geico can do it, why don’t other companies?
I mean, if​ you look at​ the​ Coke or​ Pepsi websites you see they keep the​ branding intact but that’s about all they do .​
They don’t seem to​ reflect any current television promotion .​
So while I​ was entertained by the​ commercials that weekend, I​ was also a​ little disappointed because that’s all they were – isolated bits of​ entertainment with little residual value because they didn’t tie in​ other forms of​ promotion .​
Namely their websites .​
Really, when you look at​ how other TV ventures are embracing the​ web – with TV shows crossing over and​ working with web properties like AOL and​ Yahoo! you begin to​ wonder why advertisers don’t also integrate more fully .​
I guess maybe it​ has to​ do with the​ whole marketing industry and​ the​ fact that they still don’t fully get the​ web .​
They know their clients need a​ website, but some of​ them don’t know why yet .​
Many marketing execs fail to​ see the​ value of​ any type of​ online marketing even though it’s easier to​ measure the​ impact of​ an​ SEM campaign than any TV advertising campaign .​
With SEM, both Paid and​ SEO, you can track and​ measure visitors, impressions and​ conversions .​
With TV all you get is​ an​ estimate of​ total reach .​
So to​ any Super Bowl advertisers who may read this please listen to​ this – to​ make your campaign really successful, why not try and​ integrate some of​ the​ marketing message into your website? You may be surprised at​ how successful it​ is.

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