Coke, Pepsi, Skechers, and Samsung hope paid promos help them win USA Today-Facebook ad meter.
Coca-Cola, Skechers, Pepsi, and Samsung Mobile are running Facebook ads today to increase their chances of claiming the top spot on the USA Today-Facebook Super Bowl ad meter. Consumers can vote until 6 p.m. EDT and results will be announced four hours thereafter.
The brands' ads direct users to their Facebook pages. Once there, people can rate the TV spots from one to five stars via an app. Here's a sampling of ads spotted Facebook today:
USA Today launched its Super Bowl ad meter in 1989 as a live response consumer panel to the big game's TV spots. By the end of Super Bowl Sunday, it historically crowns a "most popular ad" based on the panel. This year, 300 volunteers took part in the focus group, and Doritos received the top score.
This year marks the first time Facebook has entered the mix, creating a large new channel where online viewers can have their say. The extended voting also helps brands get more attention for their Super Bowl XLVI efforts.
But Super Bowl advertisers are using Facebook for more than votes. Coke is using a sponsored poll to conduct consumer research for its CokePolarBowl.com effort. The soda brand had animated versions of its 90-year-old polar bear mascots reacting to the game in real time on Facebook.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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