More (or Less) on Super Bowl Ads

I had mentioned the Super Bowl ads the other day and thought I was done - and I was. But someone else at MediaPost had a good point. Why didn't most advertisers make better use of email - and other parts of their marketing mix - to tie in the money they were spending in the ad? The one exception that the article points out (and it did have an email bias) was Budweiser.

Budweiser actually was quite clever in tying its online commercials into both an email campaign, a Web site, and a mobile marketing campaign. Weeks before the Super Bowl, you could see an “unaired” Super Bowl ad as well as enter a sweepstakes where you voted for your favorite Bud ad through your phone.

With the amount that companies spend on these 30 second extravaganzas, you'd think they'd want a better return on their investment. Or maybe their agencies tell them that they'll be the next Apple, with the famous 1984 ad, and that no other activity will be necessary. No need to measure results when you're building "brand."