There are two types of people in this world: those that watch the Super Bowl for the football, and those that watch the Super Bowl for the ads. If you’re a sports fan, witnessing the underdog Eagles overtake the Patriots in glorious fashion may have overwhelmed you so much you climbed Crisco-soaked poles and overturned cars in a frantic first-win celebration in Philly. But if you’re a marketer, perhaps you avoided the collapsed awnings and smashed windows and instead reflected on a series of super ads that made this year one for the digital marketing books. Not to mention the best meme of the night, #SelfieKid.
Oh, that’s what he was looking at! #selfiekid pic.twitter.com/4qJEUOBFWT
— Whitley Bailey (@whitleybree) February 5, 2018
Every Ad is a Tide Ad
The best thing about #TideAd is now I really have no idea if an ad I see if someone else’s ad or about to turn into a Tide ad. They’re managed to effectively own all #SuperBowl ads.
— Danny Sullivan (@dannysullivan) February 5, 2018
Considering that last week most people were talking about (or actually) eating Tide Pods and the company was in full damage control mode, Tide’s 15 million dollar Super Bowl gamble certainly paid off. The nostalgic call backs to some of this decade’s most popular ads, coupled with a present day superstar (David Harbour from Stranger Things) got a lot of people talking.
An hour into the game #TideAd was trending on Twitter, and when it was all said and done, the ads were the most tweeted of all the non-trailer ads during the big game. According to one analytics firm, there were 163,800 Twitter mentions and social engagement increased 74 times. The marketing team really drove it home when, during an unplanned short blackout, Tide tweeted, “Clean clothes are still clean in the dark. If it’s clean, it’s a #TideAd”. Well played, Tide.
Even Betty White got in on the good clean fun.
.@DavidKHarbour @Tide That time I was in a #TideAd and didn’t even know it! #SBLII #SB52 pic.twitter.com/48ATaWeyOX
— Betty White (@BettyMWhite) February 5, 2018
Alexa Has Friends in High Places
The big question on Jeff Bezos’ mind Sunday night was not ‘will the Eagles win?’, it was ‘what if Alexa lost her voice?’. If she did, obviously hilarity would ensue. In fact, Amazon was banking on it.
Featuring heavy hitters like Gordon Ramsay, Cardi B, Rebel Wilson, and Anthony Hopkins, the spot was Youtube’s top viewed ad and considered the overall winner by both consumers and marketing professionals surveyed by Ad Age.
We need the @GordonRamsay and @lmCardiB Alexa DLC packs IMMEDIATELY. ???? #SuperBowl pic.twitter.com/QC5YCkPgkl
— IGN (@IGN) February 5, 2018
Every detail of the ad was well crafted and well received by viewers, including a cameo from Bezos himself, possible hidden clues about the new headquarters, and the fact Alexa was rigged so she didn’t respond to the many mentions of her name during the spot.
Considering consumers and marketers alike have been abuzz about everything voice search over the last few years, it’s no surprise that this hilarious ad really spoke to us.
Upon further review the Marketing Dept. at Amazon all deserve a raise. @amazon #AskAlexa
— Danielle Saber (@Dpotenzano) February 5, 2018
Kraft Gets Families Together
Do: Snap a pic of how you family for a chance to be in our big game ad.
Don’t: Forget to say ‘cheese’#BigGameDosOrDonts #FamilyGreatly
Details: https://t.co/EYKyzjNjxE pic.twitter.com/w6vJkLum9V
— Kraft (@KraftBrand) February 4, 2018
We’ve all heard-tell of a low cost, high impact marketing phenomena that has the potential to shoot a brand straight into the spotlight. UGC (user generated content) brings a brand and their fans together to create an often memorable campaign (in one way or another…).
Carrying on their #FamilyGreatly campaign started in December, Kraft jumped on the UGC train with a non-product focused ad made entirely of user-submitted family photos celebrating the big game. Anne Field, Director of Brand Building at Kraft added, “Why wouldn’t we use that stage as a gesture for the real families that we champion to get to share the ways that they ‘family greatly’?”.
Although Kraft didn’t break the internet with their family-oriented UGC focused ad, all in all, it turned out to be a heartwarming and well-crafted campaign.
How we cheer! #FamilyGreatly #KraftEntry #SuperBowlAds @kcarpenter123 pic.twitter.com/49F9HhE84M
— Anne Steele (@theannesteele) February 4, 2018
Netflix Drops a Cloverfield Bomb
Some thing happened. You’ll know why after the game. #CloverfieldParadox pic.twitter.com/HGqIC1AqB7
— The Cloverfield Paradox (@CloverfieldPRDX) February 5, 2018
Netflix is no stranger to paving the way for innovative ideas. This year, they upped the ante big time when they released a surprise Cloverfield sequel trailer, produced by J.J. Abrams, that ominously announced it was ‘coming very soon.’
Twitter immediately blew up, speculating on what the trailer signified for the much-loved Cloverfield franchise. When it was revealed that the film would be available to stream on the service immediately after the game ended (that is soon!), fans were overjoyed.
OMFG THAT NEW #CLOVERFIELD SPOT. IT’S GONNA CONNECT TO THE FIRST FILM?!! AHHHHH!!! #CLOVERFIELDPARADOX pic.twitter.com/CKbgjP3gUR
— Dinosaur Dracula (@DinosaurDracula) February 5, 2018
Netflix certainly succeeded in creating a fast and effective buzz around the film. Although the reviews of the film are mixed, we can all agree the marketing campaign behind this one was pretty chill.
The best things about this Super Bowl party is that it’s about to turn into a Cloverfield party
— Whitney Moore (@TweetneyMoore) February 5, 2018
HQ Finds the Best Things in Life are Free
Sunday is going to be BIG! pic.twitter.com/hx75w20Qyu
— HQ Trivia ???? (@hqtrivia) February 3, 2018
The popular trivia app HQ easily wins the best ROI award for their campaign, considering they mysteriously got their spot for free. Before the game, HQ announced they would be giving away a whopping $20K during their halftime trivia round. According to Digiday, close to two million people participated while Justin Timberlake performed at halftime, dropping to 1 million as he finished his set, and 250K as the game wrapped up. That’s a lot of active users!
Super Bowl checklist:
???? Tuned to NBC
???? Pizza piping hot
???????????????? Squad invited
❤ Extra Life scored
???? HQ at halftime
— HQ Trivia ???? (@hqtrivia) February 4, 2018
Using a creative, well timed, and extremely cost-efficient campaign, HQ was able to pull nearly 2 million people away from the big(ger) screen and back to their mobiles in one fell swoop. Pulling people away from JT is certainly no trivial accomplishment.
this years half time show is gonna be even better because of @hqtrivia
— Shealyn Baumgarner (@cheesedinosaur) February 4, 2018
Bonus: Skittles Takes 1 to 1 Marketing to a New Level
What happens when you put David Schwimmer, a Skittle eating sandwich, and the literal definition of 1 to 1 marketing together? The answer: Skittles’ game day campaign hail mary played out on Facebook Live.
The ‘real’ ad was preceded by teaser trailers featuring David Schwimmer in a variety of wacky Skittles universe scenarios, with the promise that the true Skittles Super Bowl ad would be shown to only one (yes, one) young fan named Marcos Menendez. Every other fan could watch Marcos watch the scenario unfold on Facebook Live, but as promised, only he would ever see the ad itself.
True to the idea of 1 to 1 marketing, the ad was highly personalised, with some of it even shot inside Marcos house and included a scene where his mother burst into a million Skittles (after being shot by a David Schwimmer eye laser, of course).
Which David Schwimmer ad is the real Super Bowl ad that you’re never going to see because we’re only showing it to @Magikmarcos? #SBLII pic.twitter.com/HZwkOnxPQp
— Skittles (@Skittles) January 24, 2018
The Facebook Live feed only had about 49K views despite its large budget, but the stunt certainly got the internet talking. It was another spirited attempt to try something different, true to the Skittles brand. In our Digital Predictions 2018, Melissa Mackey predicted that, “We’re getting closer and closer to 1 to 1 marketing…It’s going to be exciting.” According to Skittles, we’re already tasting that rainbow.
Well even though none of us gets to see the Skittles ad (besides @Magikmarcos), at least we all didn’t get to see it together. pic.twitter.com/MFfwqQY4RV
— Skittles (@Skittles) February 4, 2018
What was your favorite campaign of the night? Let us know in the comments!
Featured Image: Unsplash / Tim Mossholder