How Amazon MP3 Won The Social Media Super Bowl - Tom Cunniff - MediaBizBloggers

So which brand won the Super Bowl last nightEarly on in the game I was pretty sure it would be Volkswagen The Little Darth Vader spot was excellent creative amp8211 so good in fact that it hides the fact that it39s a yawn of a car launch with no product newsPlus it was a brilliant piece of marketing the brand team was smart to release the longerlength commercial in advance of the game to build buzz For many consumers the 30 actually became reminder advertising I can imagine that at a lot of Super Bowl parties someone shouted quothey be quiet everybody amp8211 that Volkswagen commercial is onquotWatch for other marketers to borrow this tactic amp8211 and build on it amp8211 in future Super BowlsStill as great as all that was in my opinion VW didn39t bring home the prizeMadison Avenue Gets It Wrong Hollywood Gets It RightThere39s a lot at stake for agencies and clients running commercials on the Super Bowl So it39s not surprising that some of the work misses the mark This year it seemed worse than most yearsA lot of the commercials aimed so low you would think the consumer target lived in underground caves You could argue that39s part of GoDaddy39s brand DNA but really TelefloraOthers aimed so high that my guess is that the average consumer just scratched their head and went to the kitchen for beer I39m not sure what point Audi actually made with anybody during their beautifully crafted but strategically obtuse quotOld Luxury Prisonquot commercialsHollywood by contrast seemed to me to be pitchperfect On Twitter marksilva said it exactly right quothollywood is beating silicon valley in this year39s brandbowl Their ads entertain tell stories you understand compel you to act quotquotThe Great Brandbowl ExperimentAs I did last year I followed the Tweet stream for brandbowl amp8211 an impressive effort by Mullen Advertising and Radian 6 to measure the social media buzz in realtime and pick a winnerHere too VW seemed to come out on top with Chrysler only a field goal shy of winningBut as terrific as Brandbowl is I think the real social media winner was a brand that didn39t run a millisecond39s worth of time on the Super Bowl Amazon MP3Amazon MP3 RealTime Marketing RealTime ROIWhat Amazon did was simple and brilliantAfter every Super Bowl commercial that used licensed music AmazonMP3 Tweeted the name of the song and a link to buy the song on AmazonFor example quotLose Yourselfquot by Eminem was just heard in a superbowl commercial httpamzntog1xPququotThis may be the most spectacularly productive use of social media I have ever seen Commercial break after commercial break Amazon successfully converted a dozen or more 3 million dollar TV buys for other brands into an engine for Amazon ecommerceI39d love to see the ROI numbers for this I39ll be they39re amazing Amazon are you willing to shareHarnessing The Feedback LoopAs I39ve written before here the future isn39t either traditional or digital amp8211 it39s a Feedback Loop between old and new mediaTagging a Super Bowl commercial with a Facebook URL instead of a brand URL is easy but it doesn39t do anything new Remember when everybody thought it was huge news when the first brand tagged their spot with an AOL KeywordThe real money is in the Feedback Loop What I love about what Amazon did for the Super Bowl is that they placed themselves squarely in the middle of it and collected the moneyAdmittedly that39s a whole lot easier for an ecommerce company to do than a brand And ROI in ecommerce is a lot easier to measure there than it is at brand HQBut my point is there should be a lot of ways for brands to look at consumer behavior across TV and digital and find where the opportunity liesWho will be the first consumer brand to get this rightTom Cunniff began his career as a copywriter at traditional agencies founded an interactive agency in 1994 and now works on the marketing side creating and integrating traditional and interactive All of Tom39s opinions are entirely his own Tom can be reached at tomcunniffnycgmailcomRead all Tom39s MediaBizBloggers commentaries at Radical Common SenseCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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How Amazon MP3 Won The Social Media Super Bowl - Tom Cunniff - MediaBizBloggers

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