They ran several ads during the evening, but all focused on one core message (killing the long-term contract and if you switch they will pay the transfer fee) and a simple call to action:
They had an ad extension about paying the transfers, but they should have had one that said no long-term contracts. Still not bad, especially when you saw their landing page was in perfect continuity/scent with the Super Bowl ad.
They did a great job using all their ad extensions to focus on the product "Beckham Bodywear" and a second one to focus on the ads "Beckham for H&M." Then their landing page had wonderful continuity and scent. They also had a call to action in their ad for 30 percent off until the Monday after the Super Bowl.
There were some very clear differences between the winners and the losers. Which ad was your Super Bowl favorite? Did you check out the ads and landing pages afterward, like we all hope customers might? Finally, how are you doing at integrating all of your campaigns?
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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August 21, 2014