In second place was AXE PEACE | Make Love, Not War (Official :60) , which had more than 5.1 million views and over 126,800 shares.
This demonstrates not only how quickly momentum can shift even during the pre-game voting, but also how different methodologies can produce different results.
Nevertheless, the biggest winner of the pre-game Ad Blitz was YouTube itself. On Jan. 31, Kariyushi Casper, Interactive Project Manager, Ad Blitz, wrote on YouTube's Official Blog, "As of this week, commercial teasers on YouTube have been watched 77 million times--more than twice as much as this time last year."
So, why would some digital marketers want to tip their hand before the big game? Well, eMarketer reported on Jan. 31 that a recent study conducted by Prosper Insights & Analytics for the National Retail Federation (NRF) found that US adults would spend an average $68.27 on Super Bowl-related items. With more than 100 million consumers expected to watch the game, total spending will reach $6.8 billion.
What were viewers planning to spend their money on? Nearly eight in 10 said they would buy food and beverages—the No. 1 category by far. So, the digital marketers at Budweiser and Doritos seem to know what they're doing by uploading the ads in the weeks leading up to Super Bowl Sunday.
In real life, the Big Game was a lopsided affair, with the Seattle Seahawks crushing the Denver Broncos by a score of 43 to 8. In a parallel universe, there was some concern that viewers would turn off their TVs before the fourth quarter ended. However, two commercials that both aired during the two-minute warning at the end of the game were ranked first and second in USA Today's Final 2014 Super Bowl Ad Meter results. They were Budweiser's "Puppy Love" with a score of 8.29 followed by one of the two Doritos ads, "Cowboy Girl", with a score of 7.58.
Budweiser's "Hero's Welcome", which ran in the third quarter, ranked third with a score of 7.21.
And the second Doritos ad, "Time Machine", which ran in the first quarter, ranked fourth with a score of 7.13.
So, it appears that airing a commercial in the fourth quarter of a lopsided game turns out to be an unfounded fear. And it also appears that running sneak previews a couple of weeks before the Super Bowl didn't spoil the surprise, either.
This article was originally published on Search Engine Watch.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Greg Jarboe is president of SEO-PR, which provides search engine optimization, public relations, video marketing, and social media marketing services. He's the author of "YouTube and Video Marketing: An Hour a Day," a faculty member at Rutgers University and Market Motive, as well as a frequent speaker at SES conferences.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014