Tagged: Big Game

12 Really Intriguing Digital Marketing Stats From This Week

It's been a white-hot week so far for digital marketing statistics. We've seen numbers roll in about Reddit viewers, digital-media growth, bad ads, web bots, Amazon Echo, ecommerce and the hit film La La Land.

Check out these dozen data points that grabbed our attention:

1. Big Game versus going big on Snapchat
On Thursday, we looked at how many types of digital ads equaled the cost of a 30-second Super Bowl TV spot, which comes in at $5.6 million this year. For Snapchat sponsored lenses, 17 of them add up to one Big Game commercial. A branded lens on the mobile app, according to digital agency Essence, costs roughly $329,400.

2. Redditors love mobile reading
Reddit didn't have a mobile app one year ago today, but on Wednesday it revealed that more than 40 percent of its content views occur via its app. 

3. Bigly billions
Digital media spending will total $118 billion by 2021, per Forrester Research. The Cambridge, Mass.-based organization also predicts the rate of spending overall will eventually slow down as marketers increasingly demand high-quality brand experiences, often instead of volume-oriented ad campaigns.

Additionally, Forrester said paid search, display advertising, social media advertising, online video advertising and email marketing will account for 46 percent of all advertising in five years. 

4. Video ads soar
Kinetic Social's Social Trends Report was released this week, analyzing what retail, travel, consumer-packaged goods and gaming marketers have been up to on Facebook and Instagram, Twitter and Pinterest. The tech company found that video ad views on the platforms were up 38 percent in the fourth quarter of 2016 compared with the previous quarter, and that category increased 112 percent over the same period a year prior.

5. Too many damned bots
Incapsula looked at 16.7 billion website visits from early August to early November 2016, and it found that 51.8 percent of traffic was created by bots. That means less than half of the content, according to the web-security player, was seen by humans. A full infographic on the subject can viewed here.

6. Traffic violations, indeed
The volume of ads that violate Google's advertising policies has grown substantially. In fact, last year, Google's systems identified and took down 1.7 billion ads across the internet, double what it did in 2015. 

7. Socialized television
Twitter partnered with Vizeum and Dentsu Aegis Network to study 7,000 multicultural Twitter users considered U.S.-based "superfans" of television programming ages 16 and older. They found that 60 percent of such fans share opinions about their TV shows on Twitter, and 72 percent say social media affects what they watch on the tube. 

8. Digital shopping for soups, sodas, laundry detergent and garbage bags
Consumer-packaged-goods brands may want to ramp up their online marketing. According to Information Resources Inc., ecommerce will account for 10 percent of all CPG sales by 2022.

9. Echo, she said … she said … she said …
More women are evidently buying Amazon's Echo smartspeaker. Slice Intelligence said the artificial-intelligence-friendly trend surfaced in December, when 50 percent of Echo revenue came from females, compared with only 23 percent at launch.

10. Do the Fandango
The film La La Land picked up more Oscar nominations than any other movie on Tuesday, garnering 14 nods. In the hours after the news broke, movie platform Fandango said it saw tickets sales jump 50 percent for the film, which stars Emma Stone and Ryan Gosling. 

11. Live sauce
McDonald's is giving away 10,000 bottles of its Big Mac secret sauce on Thursday at dozens of its U.S. locations, as well as via live video on Facebook, Instagram and Twitter.

12. A banner month
Adpiler, a tech company that focuses on banner and display ads, studied more than 634 billion ad impressions during the first three weeks of the year. When it comes to the banner and display ads market, its infographic below gives you about all the details you could want about what brands are investing in. Check it out: 

Article originally appeared on Adweek Advertising & Branding: Link.

With a Social-First Mind-Set, Esurance Completely Dominated the Twitter Super Bowl

Esurance proved that a less expensive pregame Super Bowl ad can actually create more buzz than an in-game spot, which cost $5 million per 30 seconds. What's more, the brand chiefly leaned on Twitter—not Facebook—to accomplish its feat. 

With the exception of #SB50 and #SuperBowl, the brand's #esurancesweepstakes hashtag was seen more than any other combination of words in Twitter conversations on Sunday evening, said Nancy Abraham, vp of integrated marketing communications for the San Francisco company. She said Twitter supplied her with that information Monday.

"And if you count retweets, we're No. 2 only behind #SB50," Abraham added. "There was no other [consumer] brand on that list."

Her company has been tweeted about 2.92 million times since its 30-second spot ran prior to this year's Big Game. The #esurancesweepstakes hashtag, in particular, has been tweeted 2.48 million times, which Abraham and her team said helped generate 1.5 billion media impressions. 

In 2014, Esurance ran a postgame Super Bowl ad in conjunction with a $1.5 million, winner-take-all giveaway. This year, it's giving away $50,000 to numerous lucky participants as well as a $250,000 grand prize. More importantly, it started the campaign in the days leading up to the Super Bowl, when its pregame ad paid dividends throughout the whole game. At one point, the brand was averaging 9,000 tweets every minute. Two years ago, its Big Game campaign was designed as a surprise. 

"[This year], we didn't want it to be just about watching the TV commercial and the Super Bowl," Abraham said. "We needed a participation mechanism, and for us, it was the sweepstakes and Twitter."

She added, "Of course, the $250,000 helped a lot as well." 

Marketers question the actual impact of sweepstakes 

But can a money giveaway actually bring in new customers?

"When you do something like this, you are going to get a lot of people who are doing it for the money—you always anticipate that and expect that," Abraham said. "But what you hope to do is get people to think about Esurance and get to know Esurance. So when they do go to get car insurance, they think, 'Hey, what was that cool brand that did that thing? … I am going to check them out.'" 

But branding experts' reactions to Esurance's sweepstakes effort were mixed.

"It's not going to build committed customers," said Scott Maney, chief creative officer at Breakaway. "An enormous percentage of the [2.9 million tweets] they're touting are people interested in the money, not the product. They'll have a very short memory." 

But others disagreed. "A sweepstake will just end up being viewed as added value and a little fun to a category that can use it," said Robert Passikoff, president of Brand Keys. 

"I don't think the campaign cheapens the brand at all," said Toni Box, senior director of social media and content services at PM Digital. "They simply took advantage of millions of viewers who most likely had a mobile phone in their hand, already tweeting about the big event. So they made it incredibly easy for viewers to enter the sweepstakes while also ramping up awareness for the brand."

Crystal Spence, senior consultant at Vivaldi Partners Group, said this form of "brand engagement really comes into play if the marketing team is prepared to follow up with content or offers that resonate for less superficial reasons shortly thereafter."

To that end, it appears Abraham and her team are on the case. For instance, they've been informing several winners throughout the day today and posting videos on social channels

"You can keep that momentum going," she said. "That's why we tweeted at the end of last night that while the game isn't going into overtime, we are."

Article originally appeared on Adweek Advertising & Branding: Link.

Here Are 7 Eye-Catching Branded GIFs From Super Bowl 50

Doritos' GIF was fun.

GIFs are no longer just something that culture-forward or tech-savvy brands use—they're about as ubiquitous as photos or videos. With that in mind, dozens of brands were using GIFs everywhere last night during the Super Bowl.

For the last few years, GIFs were more of a blip on the radar during the Big Game, but it appears that they will be increasingly used during such buzzy television events for the foreseeable future. Consumers love them because they are brief and shareable. They're cheap to make, representing an easy way to repurpose often-expensive TV spots—so budget-conscious marketers certainly approve.

They also received a big boost when Heat teamed up with Madden and Google to create a real-time Giferator, garnering the San Francisco agency multiple Cannes Lions awards in 2015. It probably won't be the last time marketers gain distinction for their GIF work. 

Were there any winning efforts in the game last night? While beauty is in the eye of the proverbial beholder, here's a sampling of 7 branded GIFs that grabbed our attention during the Big Game:

LG's Futuristic Coin-Flip

Butterfinger Gets Its Groove On

Coca-Cola's Mini Marvel Cans Are No Match For The Hulk

Cricket Wireless Crushes On Beyonce

Axe Touts Its Treadmill Moves 

Mountain Dew Proves #PuppyMonkeyBaby Can Do More Than Dance

Doritos Shows Its Pull Is More Powerful Than An Ultrasound

Article originally appeared on Adweek Advertising & Branding: Link.

Taco Bell Unveils the Quesalupa With Help From James Harden and Neymar

The cheesy Quesalupa, a chalupa with a cheese-filled shell, is here. 

Taco Bell revealed the new product, which it first mentioned in a humorous redacted press release, in its final Super Bowl spot.

A 30-second version of the ad, created by Deutsch L.A., aired during the first quarter of the game. The brand used its website, Ta.co, earlier in the week to allow fans to preorder the mystery item and have it delivered to them the day before the Big Game ad debuted.   

According to the spot, the new product is going to be bigger than man buns, Tinder, drones, driverless cars, hoverboards and VR. It's even bigger than some of the celebrities featured in the ad including James Harden and soccer star Neymar.

Take a look at the extended version of the ad: 

Article originally appeared on Adweek Advertising & Branding: Link.

A Transformer-like Razor Battles a ‘Lube Strip’ in Schick’s Super Bowl Spot

You definitely want the Schick Hydro on your side. At least that's what Schick wants to get across to all the guys out there watching the Super Bowl on Sunday.

A 30-second Super Bowl commercial created by J. Walter Thompson for the Edgewell Personal Care brand coincides with the launch of the new Schick Hydro 5. The spot opens with two razors—one, a Schick Hydro—morphing, Transformers-style, into robots. Then they get ready to battle.

"We're really excited to launch the new 'Robot Razors' TV spot for Schick Hydro during this year's Super Bowl," Charlie Kling, group marketing director for men's systems at Edgewell, told Adweek in an email. "It's a great way to reach millions of guys who we think will be excited to check out the new and improved features of the Schick Hydro 5. The new 30-second spot also features a little friendly competition that fits right in with the overall spirit of the Big Game." 

"Robot Razors" is slated to run during the first break of the fourth quarter on Sunday. The brand hasn't run a Super Bowl ad since 2007, when it advertised the Schick Quattro in a spot called "Shave Lab."

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.


Agency: J. Walter Thompson New York
Client: Edgewell Personal Care, Schick Hydro

Executive Creative Director: Sarah Barclay
Creative Director(s): Billy Faraut, Greg Erdelyi
Worldwide Chief Creative Officer: Matt Eastwood
Chief Creative Officer, New York: Brent Choi
Planning: Joydeep Dey
Global President, Retail: Claire Capeci
Account Management: Ariel Stern, Erik Wagner, Jenai Domingo, Carmen Candelario
Executive Producer: Mary Ellen Verrusio
Senior Producer: Philip Schneider
Assistant Producer: Liam Golding
Director of Music & Radio: Paul Greco

Production: The Mill+
Director – Ben Smith
Senior Content Producer – Nic Barnes
Executive Producer – Zu Al-Kadiri
Director of Photography – Adam Carboni
Production Supervisor – Tia Perkins
Production Coordinator – Andre Slaughter

Post Production: The Mill+
Post Producer – Colin Moneymaker
Editor – Charlotte Carr
Shoot Supervisor – Jeff Lopez
Lead Compositor – Kyle Cody
2D Artist – Yoon-sun Bae
3D Lead – Jeff Lopez
3D Artist(s) – Paul Liaw, Alex Allain, Christine Kim, Dave Barosin, Eric Lane, Goran
Ognajanovic, Ivan Joy, Justin Diamond, Nick Couret, Olivier Varteressian, Ren Hsien-Hsu,
Tim Kim, Todd Akita, Tom Cushwa, Xuan Seifert, Yong Chan Kim
Concept Development – Kurt Kaufman, Paul Liaw, Mark Yates
Design – Sally Reynolds, Pierce Gibson
Colorist – Fergus McCall
Telecine Producer – Natalie Westerfield
Telecine Coordinator – Evan Bauer

Music Production: Amber Music
Original Composition: Amber Music
Executive Producer: Michelle Curran
Music Supervisor/Producer: Mike Perri
Composer: Jack Matthias

Sound Design: Henryboy
Executive Producer: Kate Gibson
Sound Designer: Bill Chesley

Article originally appeared on Adweek Advertising & Branding: Link.

Budweiser Continues Its Super Bowl Beef With Craft Beer in Macrobrew Pride Ad

Budweiser today released its second Super Bowl 50 spot, a follow-up to last year's "Brewed the Hard Way."

The Anheuser-Busch brand will run a 30-second version of the spot, "Not Backing Down," created by Anomaly in New York, during the Big Game. Instead of featuring puppies, which Budweiser has found success with in recent years, the spot focuses on its signature Clydesdales—complete with close-up shots of the horses' rippling muscles—meant to convey the strength of the brand. 

Here's the extended, 60-second version of the ad:

Earlier this week, the brand released a 60-second spot called "Simply Put," which has an anti-drunken theme and features actress Helen Mirren.

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.

Bose May Just Turn One of Your Super Bowl Tweets Into a Norwegian Metal Song

Instead of running a $5 million Super Bowl ad, Bose wants social-media users to jam out. The music-electronics brand is taking tweets and turning them into lyrics for its FanTracks initiative, which was created by New York agency 360i and is focused on Twitter and a dedicated Tumblr blog

Through Sunday's Big Game, the Framingham, Mass.-based audio company is encouraging consumers to compose tweets with the hashtag #LetsHearIt. Their words and emojis will be set to a variety of musical styles, such as country, gospel, funk and even—yeah, baby—Norwegian metal

Such tracks will be recorded by musicians at one of Bose's studios and posted via its social channels. The campaign will include a paid push, though it's unknown how extensive the ads will be. 

The Super Bowl tie-in involves calling on fans of Denver Broncos and Carolina Panthers—the NFL franchises playing on Sunday—to tweet about their teams while using #LetsHearIt.

The idea of verbalizing emojis is, well, pretty fun. When a Norwegian metal tune surfaces on YouTube, we'll be sure to update this story.

In the meantime, check out the preliminary video Bose posted on Tuesday:

Article originally appeared on Adweek Advertising & Branding: Link.

A Cash-Encrusted Football Crashes Through Everyday Life in Esurance’s Super Bowl Ad

Super Bowl ad hashtags are often relegated to the Internet trash heap, but Esurance is tackling that issue head-on in this year's game-day ad. Starting today, people can retweet messages from the company's Twitter handle tagged #EsuranceSweepstakes for a chance to win up to $1 million. Sixteen winners will be announced during and after the game.

Esurance's Super Bowl spot by Leo Burnett, which will air shortly before kickoff, features a voiceover from spokesman John Krasinski, who encourages viewers to look for Esurance tweets during commercial breaks and "pass them on" with a retweet, emulating the way Esurance "passes on" insurance savings to its customers.

In the ad, a cash-encrusted football crashes into everyday situations—a couple having dinner, a nuclear scientist working in a lab and a man mowing his lawn—to drive home the theme.

The spot is a bid to capitalize on fans' multiscreen viewing habits, said Alan Gellman, Esurance's CMO, in a statement. "With the rise of multiscreen viewing, especially around large-scale events, we wanted to connect with fans where they are already engaging with content—online and on social media. Our fully integrated program around the Big Game is a great example of how Esurance operates—fast, efficient and innovative in everything it does."

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.

Animals or Celebrities? Super Bowl Viewers Pick Their Favorite Commercial Stars [Video]

When you're spending roughly $5 million for a 30-second spot, like advertisers for this year's Super Bowl are, you want it to be something people remember. With that in mind, Big Game advertisers often hire a major celebrity (this year there's Jeff GoldblumDrake and Christopher Walken) or cute animals (case in point: Heinz's "Weiner Stampede"). But which tactic is stickier—which one has Super Bowl fans talking weeks, months or even years later? 

To find out, we went to Bryant Park in New York and asked unsuspecting strangers which strategy they liked more, and which Big Game ads they could recall.

Article originally appeared on Adweek Advertising & Branding: Link.

SoFi Removes Cheeky Final Line From Its Super Bowl Commercial

First time Super Bowl advertiser SoFi has made a last minute adjustment to its game day spot. After discussing the original ad internally and with current clients, and receiving a bit of negative feedback on Twitter, the brand decided to cut the final line from its game day ad.

The new spot from the financial services company continues to pan from one person to the next, calling out whether or not they are "great." It's almost identical to the original, with one exception at the very end. The brand's first version ended with the line, "Find out if you're great at SoFi.com; you're probably not." In the updated version, which will still run as a 30-second spot, they cut out the "you're probably not" line.

"We were trying to make the commercial witty with the last line… But the more we talked to members and discussed internally, we agreed it wasn't authentic to our brand. Identifying the greatness in people is a core SoFi tenet. We're invested in our members' success and want them to succeed," a SoFi spokesperson told Adweek in an emailed statement.

The brand also noted that it wanted people to see how quick and nimble it could be by updating its Big Game spot just days before it's set to air.

SoFi's tweaked ad, from creative agency Muh-tay-zik Hof-fer, will air during the first quarter of the game.

Take a look at the updated spot below:

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

Article originally appeared on Adweek Advertising & Branding: Link.