Watching Super Bowl commercials from an advertising and public relations perspective is a little different than watching them from the average consumer’s point of view. After commenting on one of the commercials, one of my friends actually responded to me with, “Wow! You really are in the advertising/PR field because you just called that little box a QR code. Who really knows what that little box is?”
So, it is natural for us to notice trends in this year’s advertising that others may not have picked up on. Three trends I noticed were the increasing use of social media, celebrities with multiple appearances for different brands, and partnerships between companies.
Social media has been growing over the years, and if you do not integrate it into your marketing tactics, you will fall behind your competitors. Companies advertising on the Super Bowl were definitely aware of this. While I did not see too much integration with Facebook or other social media websites on this year’s ads, there were a lot of Twitter mentions (pun intended). Companies were using it to allow consumers to tweet not just about the brands and products (like the #MakeItPlatinum hashtag for the new Bud Light Platinum), but also to tweet specifically about the commercials (#SoLongVampires for Audi). I also caught a QR code on a Go Daddy commercial.
There are always many celebrity appearances in Super Bowl ads, but I noticed some celebrities really cashing in this year. Super model Adriana Lima was seen on both Kia and Teleflora commercials, and retired football player and current ESPN football analyst Deion Sanders was seen in three different commercials for Century 21, Bridgestone Tires, and the NFL. Some companies claimed they selected certain celebrities for their large social media following and positive social media presence in hopes that the commercials will resonate with celebrity followers. Adriana Lima has more than 1.5 million combined Twitter followers and Facebook fans and Deion Sanders has a combined total of over 500,000.
The last trend I noticed were companies joining forces in the same commercial. Dre Beats headphones were featured in a Bud Light Platinum commercial. Twinkies were in a Chevrolet commercial, with a connection between the two products having the durability to last through an apocalypse. GE and Budweiser were also seen in the same commercial, highlighting the job of GE factory workers and their role in the production of Budweiser beer. Companies joining forces to produce commercials could be to lower the cost of having a spot in the Super Bowl, and it could also be to build positive relationships between the two companies.
What other trends did you notice in this year’s Super Bowl commercials?