Our Marketing Blog

Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.

While we have our fair share of sports fanatics at AMP, the real attraction of the Super Bowl is the advertisements. We may or may not have been enthralled by brands' reactions to the unexpected power outage and the thigh master ad with Beyonce as well. That being said, check out AMPers' perspectives on the good, the bad and the ugly (Go Daddy's ad) and key takeaways for brands:

WIN: Advertisements that Leveraged the Country's Sentiment

Group Account Director, Tory Fyrberg, shares her opinion on why ads should reflect the mood of the country: 

 "I always think the tone of big moments like the Super Bowl should reflect the mood of the country.  The hope of financial recovery on the horizon (housing is up, unemployment is down) has overall mood on an upswing. I saw this optimism reflected in three main buckets of ads."

Fun/Empowering/Embrace Life  

Roseann Matteo

'Taco Bell did a great job bringing to life the emotional and rational aspects of their brand'a fun night out with friends, regardless of age, ending with a late night snack,'? said Roseann Matteo, Group Account Director

"I know most reactions to the Audi commercial were  re: the missed connection of target consumer, but I actually think it connected perfectly. I see the target as being mature enough to look back on that moment (i.e. prom night) and established enough to be able to make this purchase a reality now,'? said Cara Francis, Account Coordinator.

Hope/Love

Sex

  • Budweiser
  • Go Daddy

What's the message to brands?  Always tap into the mood of your customers.  In a national moment, listen to the collective mood and unite your customers.

WIN: Advertisers that Extended Brand Engagement from Offline to Online

Iana

Axe Lifeguard- Axe introduced Apollo and also extended the TV experience online, promoting the product through paid search on Google (screen shot below). They encouraged viewers to join at www.axeapollo.com but also ensured an ad was served if users simply search for 'axe.'

Axe 2013 SuperBowl Search

  • Coca Cola- According to Derek Shore, Account Manager, "With the unprecedented downtime during the game, I turned my attention from the in-game spots to their ancillary counterparts online. Visiting www.cokechase.com after watching Coke's elaborate, albeit bland commercial, users could vote for which of the commercial's characters they wanted to 'win the Coke'? at the end of the game. After voting, visitors could 'sabotage'? the other characters, prompting another short, online video. Videos could also be posted to the viewers' social networks." Iana adds that the brand ensured a paid ad was served when someone was simply searching for 'Coke.'"Coca Cola Search 2013 Super Bowl
  • Doritos 'Crash The Super Bowl'? Contest- Through the 'Crash the Super Bowl'? contest, fans could create their own Super Bowl ads to be voted on using the brand's Facebook app. The most voted on video, as well as a Doritos-selected runner up video, aired during the Super Bowl. Additionally, videos that ranked on USA Today's Ad Meter were eligible for cash prizes, with the highest ranked contestant winning a chance to work with Michael Bay on the new Transformers movie.

TIE: Advertisers who Leveraged Celebrity Endorsements

When used properly, celebrity endorsements like Paul Rudd and Seth Rogen's appearance in Samsung's 'Next Big Thing' spot, are extremely effective. The ad was brilliantly self-aware, witty, engaging and captivating- the perfect riff on current ad tactics with call-outs to the overuse of Psy (sorry Wonderful Pistachios) and crowd sourcing.

As previously referenced, Wonderful Pistachios' use of Psy for its Super Bowl spot was a miss due to their tardiness in leveraging an internet sensation/meme. The ad could have been a hit 3 months ago. As Senior Content Planner, Sonja Jacob, believes, "Brands need to create content at the speed of culture by capturing the sentiment of the social world and crafting thoughtful brand dialogues that fuel movements and alter the digital landscape."

Lastly, the tactic of having a celebrity in a Super Bowl spot for the sake of having a celebrity is no longer effective. Consumers crave authentic, meaningful experiences. While the tactic may create buzz, it is a flop in the end as reflected in the Brand Bowl Rankings (re: Best Buy, Go Daddy, and Toyota Rav4).

TIE: Should Advertisers Pre-release Ads?

Shaylan Griswold

Full disclosure:

1. I'm still bitter about the Pats.
2. I have a friend in town from Nashville and I'm not 100% of our plans for the weekend yet.
3. I tend to focus my efforts on the Puppy Bowl.

Therefore ' I will likely NOT be tuning in for the Super Bowl. That being said, I'm a perfect example of why it makes sense for marketers to release their commercials early. Even if I didn't actively seek out some ads or get links in my inbox from industry publications, I would have already seen a handful of clips on the news & via my friends' Facebook feeds that I might have missed otherwise.

Karianne Kraus

 Group Account Director, Karianne Kraus' speculates on whether brands will continue to pay the premium price point for ads:

Living in a digital age, it is no surprise that a majority of the Super Bowl ads are online prior to the game. Since the New England Patriots are not in the big game this year, other than seeing if I win my office squares, the ads are the reason I will tune in tonight. In order to stay excited about watching the ads, I have been trying to shield myself from the online content'although I have given in to the teaser spots from Volkswagen and Samsung.

While these have piqued my interest, I feel like watching tonight will be like reading a book when you already know how it ends.  With all the eyeballs now garnered from the web, I wonder if marketers will continue to pay the $3.8 million per spot when leaking their ad pre-game will provide the word of mouth they desire.

WIN: Advertisers producing content in real-time

Graham Nelson

According to Graham Nelson, VP, Planning, "What we saw last night was a network and a ton of brands ill-prepared for the unpredictable. Most brands -- including CBS -- slapped a hashtag on their TV spot and hoped for groundswell. But the brands that won were the brands that seized the opportunity to respond real-time: Oreo, Audi, Tide, and LifeStyles."

Cara Francis

Account Coordinator, Cara Francis, seconds that opinion, stating, 'I think my favorite ad, though not technically a commercial, is Oreo's tweet 'Power out? No problem.'? The connection Oreo was able to make utilizing that timeframe while the power was out was invaluable. Comparably, Anheuser-Busch spent $20M on its ads last night, but with that single well-timed tweet at $0, Oreo clearly made a stronger ROI!'?


Oreo Tweet

What are your thoughts on the Super Bowl Ads? Do you agree or disagree with our perspectives? Leave a comment below.

Related Posts

AMP Agency, a full-service digital marketing agency, has acquired Genome, an award-winning digital innovation, transformation and product development company. The addition of Genome will further AMP’s strategy to advance technology-enabled innovation and grow internationally. “Our technology practice has become a valuable resource for clients. It was clear from the start that Genome would bring necessary skill sets, so the acquisition felt natural. The addition of the Genome team’s expertise and its capabilities take our offerings to a new level.” said Michael Mish, President of AMP Agency Genome CEO Matt Fitz-Henry will serve as senior vice president of technology for AMP Agency, with the primary objective of building innovative technical solutions for clients. Genome’s Executive Vice President and General Manager Nate Herr will serve as senior vice president, technology services.   Read the full press release here.

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for April 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Top Trending Keywords - April 2022 Overview Last month, we only had one phrase that was queried over 10 million times, according to Google Trends. We’re not sure if “April Showers brings less Unified Search Interest” is the new hip saying but you’ve read it first, for sure.We did see queries across the typical topics: Entertainment, Holidays, Politics.  We’ll delve into all of those phrases.  Oh yeah, and a billionaire decided to buy a social network so we’ll examine the timeline of that topic. Finally, since there were so many and they were spread over five distinct subcategories, we are doing a deep dive into the keywords related to sports.  Those live events certainly capture the attention of Google users.   Climate Change Awareness In coordination with Earth Day, Google changed their logo with a Doodle that linked to search results for the following phrase: Climate Change - 4/21/2022 - 10,000,000+ queries SInce the inception of Google Trends, the search interest for this phrase has never been as high as it was last month. Google has used its Doodle program to bring attention to other topics in the past. We wonder if search interest in this topic will continue to increase in future months and years.   No One Was Slapped At The Grammys After we reported that Will Smith broke Google Trends in March 2022, the AMP team thought there may be a spike in interest in other awards shows. Check out the phrases attached to the Grammys: Grammys 2022 - 4/2/2022 - 2,000,000+ queries Olivia Rodrigo - 4/3/2022 - 2,000,000+ queries The awards show received a respectable number of queries and congrats to Olivia Rodrigo on her wins.  Let’s look at the historical data for this awards show: Looking at the past five years, the search interest in this year’s Grammys was a part of a downward trend.  There appears to be no effect from the Oscars.  We do like the small spike in the chart that is connected to when nominees are announced.   Top Movie Queries Last Month What films drove people to search in April 2022?  Here’s the list we collected: Doctor Strange 2 - 4/6/2022 - 200,000+ queries Sonic 2 - 4/7/2022 - 500,000+ queries Thor: Love and Thunder - 4/18/2022 - 1,000,000+ queries Don't Worry Darling - 4/27/2022 - 500,000+ queries The only phrase that is attached to a movie that premiered in theaters from this list is “Sonic 2”.  The rest are associated with a trailer that was made available online. If interest in a trailer is high, we feel that it’s a good indication that anticipation for the film is high.   Bonus query - the final episodes of the Netflix series Ozark were made available on the 29th: Ozark - 4/29/2022 - 500,000+ queries   Holidays And Natural Occurrences Interest in holidays is strong and we typically see the most popular holidays get queried on the day they occur or when the celebration starts.  Here are the phrases that we collected last month: Passover - 4/14/2022 - 200,000+ queries Happy Easter! - 4/17/2022 - 1,000,000+ queries Earth Day - 4/21/2022 - 1,000,000+ queries It’s clear that the Google Doodle related to climate change dwarfed the search interest in Earth Day.  In this five year view, the interest is in a bit of a down trend. The spike in the middle of the chart shows that search interest was at its highest in April 2020. Some people may not think it’s a great holiday but Tax Day in the US was on the 18th this year and here was the phrase associated with that day: TurboTax - 4/18/2022 - 1,000,000+ queries Procrastinators unite!  Or not. Or whenever you get to it. We saw that the full moon in April drove people to search and another weather related query made the daily top 3: Full moon April 2022 - 4/14/2022 - 200,000+ queries Severe thunderstorm warning - 4/11/2022 - 200,000+ queries Winter is officially over - we did not see any Winter Storm Warning queries in April!   Politics As Usual We had a few queries related to politics, both domestically and abroad, that made our collection from last month: Senator Dianne Feinstein - 4/14/2022 - 200,000+ queries Rudy Giuliani - 4/20/2022 - 500,000+ queries Madison Cawthorn - 4/22/2022 - 200,000+ queries French election - 4/23/2022 - 1,000,000+ queries Sen. Dianne Feinstein made the list because of news stories that she is no longer mentally fit for Congress.  Rudy Giuliani made an appearance on The Masked Singer TV show, which was spoiled back in February.  The North Carolina congressman made headlines on the 22nd and the presidential election in France captured enough attention of the US audience that it was queried over a million times on the 23rd.   Elon Musk  Not sure if you’ve heard but Elon Musk announced that he was going to buy Twitter and then had his offer accepted - all in the month of April 2022. Elon Musk - 4/4/2022 - 500,000+ queries Elon Musk - 4/25/2022 - 5,000,000+ queries At the time of this writing, the deal has not been finalized but all of AMP is watching closely to see what changes may come to this social media platform and its ads policies.   Just a Month About Sports Since people have been allowed to watch events in stadiums and arenas, sports-related searches are back with a vengeance. We did see a dip in the number of phrases that had sports intent between April 2020 through the summer of 2021.  Last month, we saw a good number of phrases that could be grouped to tell a few stories. Check out the timeline of the NCAA Basketball Tournaments: Final Four - 4/1/2022 - 1,000,000+ queries UConn women's basketball - 4/1/2022 - 500,000+ queries Duke - 4/2/2022 - 5,000,000+ queries Duke vs UNC - 4/2/2022 - 2,000,000+ queries UConn women's basketball - 4/3/2022 - 1,000,000+ queries NCAA basketball - 4/4/2022 - 5,000,000+ queries The Masters were back in a big way thanks to Tiger Woods and newcomer Scottie Scheffler.  See how people searched over six days in April: Tiger Woods - 4/5/2022 - 500,000+ queries Masters leaderboard - 4/6/2022 - 2,000,000+ queries Tiger Woods - 4/7/2022 - 1,000,000+ queries Scottie Scheffler - 4/8/2022 - 1,000,000+ queries Scottie Scheffler - 4/9/2022 - 2,000,000+ queries Scottie Scheffler - 4/10/2022 - 2,000,000+ queries Did you know European Football is popular in the US, at least from a search perspective? Check out this list of league and team names: Champions League - 4/5/2022 - 500,000+ queries Real Madrid - 4/6/2022 - 1,000,000+ queries Europa League - 4/7/2022 - 500,000+ queries Liverpool - 4/10/2022 - 500,000+ queries Read Madrid - 4/12/2022 - 1,000,000+ queries Man City - 4/13/2022 - 200,000+ queries Liverpool vs. Man United - 4/19/2022 - 500,000+ queries Liverpool - 4/24/2022 - 200,000+ queries Champions League - 4/26/2022 - 1,000,000+ queries Real Madrid - 4/26/2022 - 200,000+ queries Real Madrid - 4/30/2022 - 200,000+ queries NBA playoffs kicked off in April 2022 and the queries related to it rolled from the 13th through the 29th: Pelicans - 4/13/2022 - 500,000+ queries Hornets - 4/13/2022 - 500,000+ queries Clippers - 4/15/2022 - 500,000+ queries Hawks - 4/15/2022 - 500,000+ queries Warriors - 4/16/2022 - 1,000,000+ queries Timberwolves - 4/16/2022 - 500,000+ queries Bulls - 4/17/2022 - 500,000+ queries Suns - 4/17/2022 - 500,000+ queries Warriors - 4/18/2022 - 1,000,000+ queries Bulls - 4/20/2022 - 1,000,000+ queries 76ers - 4/20/2022 - 500,000+ queries Miami Heat - 4/22/2022 - 200,000+ queries Celtics - 4/23/2022 - 2,000,000+ queries Bulls - 4/23/2022 - 500,000+ queries Pelicans - 4/24/2022 - 500,000+ queries Jimmy Butler - 4/24/2022 - 200,000+ queries Celtics - 4/25/2022 - 2,000,000+ queries Warriors - 4/27/2022 - 1,000,000+ queries Joel Embiid - 4/28/2022 - 1,000,000+ queries Memphis Grizzlies - 4/29/2022 - 1,000,000+ queries Lastly, American Gridiron Football made some appearances in the daily top 3. The first phrase being a new league and the NFL draft. USFL - 4/16/2022 - 1,000,000+ queries NFL Draft - 4/27/2022 - 5,000,000+ queries 2022 NFL Draft - 4/28/2022 - 2,000,000+ queries Phew - that was a lot but each subsection had its own little journey.  You could see how the NBA playoffs are unfolding by just reading through the top queries.  Go Celtics! Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.

“If you look for it, I’ve got a sneaky feeling you’ll find that social actually is all around.”  Okay yes, I did steal that line from one of my favorite Holiday movies, Love Actually. But it’s true– elements of social networking are integrated into many of the products we consume every day, even if it’s not as overt as platforms like Facebook or Twitter.  Take Venmo for example. You open up the app to pay your roommate for your share of utilities and catch yourself scrolling through a feed of your friends’ recent transactions, decoding emojis to figure out what they’ve been up to. At its core, this is social networking, and it’s a feature of Venmo’s payment platform that has set it apart from its competitors like Zelle.   By adding a social component to something like a payment platform, Venmo created a space for not just payments to be exchanged, but social interactions. As humans, we intrinsically crave these connections and interactions that remind us we’re not alone. Leveraging this insight has put Venmo at a competitive advantage, as with many other brands who have taken the opportunity to create a social experience around their product. Why? Because nothing can compete with the power of a strong community around a product.    Case Studies: Products with Social Components & Where Brands Can Lean In There is a range of products with social components baked in. Some were created with social at the forefront, while others added social components as a feature to an existing product. Some have opportunities for external brands to join the conversation and leverage their niche communities, while others are a closed community of consumers. We’ll dive into two case studies to show the ways this has played out for two popular brands: Strava and Spotify.    Strava  Strava calls itself a social fitness network. The app allows users to track their activities and offers a range of analysis tools, from miles ran to calories burned and so on. But they didn’t stop there– Strava integrated a social experience into the commonly found fitness tracking app by allowing users to post their workouts to a feed, follow friends, and comment to give “kudos” (likes) to other users’ workouts.  Similar to other social platforms, users find themselves following IRL friends and acquaintances, but also their idols and professional athletes to get a glimpse into their training. The app allows users to join clubs, such as a running club or group of members training for the event, and invites them to take part in challenges such as “complete a 5K in May” or “log 250 minutes of activity”.  Brand Involvement  Clubs and challenges are the best way for brands to get involved in the conversation on Strava. A brand can create a club like Brooks Run Club or Nuun Hydration to connect athletes who identify with these brands to each other. Another option is for brands to host a challenge such as Lululemon’s Move and Stay Connected challenge, which was created during the height of the pandemic in 2020.    Spotify  Spotify serves a very straightforward purpose to consumers– to access music and podcasts. With that said, they have done a great job at weaving in social components that feel additive to the experience of using the app.  When you sign up for Spotify, you create a profile with your name and a profile photo. You’re prompted to connect your account to Facebook, and recommended users you may know and artists you may like to follow. Once you’re following other users, you can check your “friend activity” on the desktop app, view their profiles and save their playlists, and even create co-authored playlists with other users.  In addition to these social components within the app experience itself, Spotify has mastered the art of integrating with other social networks and encouraging users to share the music and podcasts they’re listening to on those external platforms. For instance, the notorious Spotify Wrapped campaign is practically designed for sharing on Instagram Stories. But even on a normal day, the regular social sharing integration in the Spotify app that allows users to share what they’re listening to on social is seamless.  Brand Involvement  There are a handful of ways that brands can get involved in the conversation on Spotify. Perhaps one of the most fun and creative ways is to create a brand profile with curated playlists like McDonald's and Gymshark have successfully done. Brands may also buy a variety of ad placements in the Spotify app, including audio and video ads served to listeners who use the free version of the app, and also podcast ads.    Below are a couple of questions to ask when thinking about how you can apply this to your brand or product:   Can a social component be added to my product in a way that adds value to the overall experience?  A social component needs to build upon your existing product, and it needs to feel natural as if the purpose of the product supports the need for a social component and the experience is additive to the product.  There should also be a clear reason to create a space for consumer-to-consumer interactions. For example, perhaps you can see that these engagements are already happening on another social platform, like a Facebook Group or a Reddit thread.    Can my brand join the conversation or have a presence in a social component of an existing product, like Spotify or Strava?  If there’s a social component of a product that feels like a perfect fit for your brand, there may be an opportunity to establish a presence in that community. However, it’s important to approach these opportunities thoughtfully and strategically, because you will be under the microscope of a niche community. Additionally, you need to be careful that you’re joining a conversation where brands are welcome. For instance, communities like Reddit exist for user-to-user interactions, and brands can be shunned away from the platform.     With this all in mind, my hope is that next time you’re deciding which social platforms to leverage for an upcoming project or campaign, you may think outside the box about social media and look at the non-traditional, yet intrinsically social, platforms at your disposal.