When friends invited me to their Super Bowl party in 2010, I didn't think twice about going. The Super Bowl ad campaigns back then were created for TV viewing. And because TV advertising had not been a core part of interactive advertising and marketing, I didn't see the need to work that night. Instead, I enjoyed the game and ads as an ordinary spectator - with my laptop and BlackBerry turned off. A big shift occurred last year. People flocked to YouTube to watch and comment on the TV ads aired during the game. Case in point: Volkswagen's "The Force" ad, which was viewed 15 million times within 24 hours after the game. During the football game, viewers shared observations in a running commentary on Twitter, using hash tags such as #SB45.
So when a Super Bowl party invitation came this year, I regretfully declined. Following the Super Bowl ad campaigns offline and online today is mandatory for anyone in interactive marketing. And that requires keeping one eye on the TV and another eye on social networks and at least one mobile device. (Plus some salty snacks and a cold drink within arm's reach.)
In light of Super Bowl advertising's evolution, here are three trends to watch for this year:
Preview Ads: Too Much of a Good Thing?
Remember banner burnout back in 2002? Ten years later, will Super Bowl TV ads encounter a similar phenomenon well before the pre-game coin toss?
In this game of one-upmanship, Super Bowl advertisers have been previewing their Super Bowl ads on YouTube and Hulu well before the Feb. 5 football match.
Sure, creative ads are getting shared, tweeted, and liked, bringing the engagement brands crave on top of the TV exposure. But are advertisers giving away too much, too soon, making the Super Bowl of advertising an anti-climatic event? Possibly.
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