Super Bowl Websites: Winner & Losers

amp160FoxSportscomAs the game progressed a page on the NFL broadcasteramp8217s site linked to each of the ads and lightly critiqued them At about 612 into the First Quarter a Fox Sports Poll on their site with 5150 votes found that Wings are the amp8220best Super Bowl party food choiceamp8221 followed by Pizza Chips dip Chili and Sandwiches We were disappointed not to see goat cheese on the list The site also featured a poll asking which ad was the bestDoritos SnackStrongProductionscomThe TV commercial showed a singer one of three performers that fans had voted to elevate The ad called out to the site which in turn had links to MySpace pages where people could make their final choice for the best of the three musical groups Nicely integrated and fun to participate as well as listen to the music and watch what appeared to be homemade music videosPepsiStuffcomThe TV ad showed Justin Timberlake getting pulled across town like some stringless marionette being reeled in as a bikiniclad woman sucked Pepsi up a straw The punchline was that amp8220every sip gets you closer to Justin Timberlake MP3samp8221 at PepsiStuffcom The website on Amazon at the subdomain pepsistuffamazoncom features songs or albums by the likes of Timberlake Alicia Keys Led Zeppelin Linkin Park and Daft Punk Users can also get cuts from the albums via Pepsi points available under the caps of Pepsi Weamp8217re not sure how many sales of Pepsi itamp8217ll spur Coke has a similar offer but it was pretty good WebTV integration Go to the site get the stuff you think youamp8217re going to get with minimal hassle They get branding name capture more product salesPepsi also gave us a spoof of commentators Joe Buck and Troy Aikman in front of the Super Bowl insignia with Buck falling asleep before drinking Diet Pepsi Max and a amp8220making ofamp8221 video on YouTube on how they did a amp8220deaf commercialamp8221 one without sound that made a play on a deaf joke also viewable onlineDellcomJoinRedDellcomJoinRed a URL that was flashed at us way too fast on screen featured a Flash site explaining that buying a computer through it would help send products to the Global Fund to Help Eliminate Aids in Africa Part of the Red campaign that Gap popularized Microsoft is also participating as part of the campaignHyundai GenesisThe car commercial talked of the USATodaycom ad meter and the site showed the two ad spots and said users could text to a number for ringtones and wallpaperTide to Go MyTalkingStaincomSo much promise but wanting in execution the site had a place to upload a picture of your face leave your voice via an 800 number and register to become one of 1000 people to win a prize daily such as an iPod a Tide coupon or a Tide to Go pen But it was all too hard Itamp8217s enough of a leap to get someone watching TV to go to a website and log on But make them also call an 800 number And it was only after clicking through which we did because we had to write this then we saw that we didnamp8217t have to leave our picture and voice to register for the contestThere were lots more options too Submit a parody video on a special YouTube site youtubecommytalkingstain with amp8220toolsamp8221 to help include the Tide to Go amp8220stainamp8221 logo in the video Wallpaper Get a stain ringtone by texting amp8220stainamp8221 to 67000 The amp8220voiceamp8221 of the stain from the TV commercial as an MP3 for download It all might in aggregate become successful with folks playing with it mashing it up Itamp8217s also great for some parody and Tide may have to grit its teeth if the parodies of a talking shirt stain are really good Talking stains have all kinds of unfortunate possibilitiesGoDaddycomSex sells but does this sex sell to all audiences GoDaddycom was a real tease showing on the site an ad that was rejected for TV The TV ad showed Indy race car driver Danica Patrick unzipping her jersey on TV with a call to go to GoDaddycom to see her revealed The site featured her amp8220Exposureamp8221 ad linked from a banner atop the site amp8220A domain name and a Web site from GoDaddycom give me all the exposure I need so I can keep my beaver safe and out of sightamp8221 she says zipping her jersey back up The amp8220beaveramp8221 in question was a stuffed animal shown previously in the Webhosted commercial The site asked users to say whether they liked the commercial or not their age group etc We suspect there will be a large representation of males between the ages of 13 and 24 and not a terribly large number of girls and women signing up for GoDaddy due to this campaignCoca Cola MyCodeRewardscom The site had a amp8220see Big Day commercialsamp8221 link for two coke commercials and the blog CocaColaConversationscom written by the Coke company archivist talking about the commercials as well as Democratic strategist and commentator James Carville and Republican former Senator Bill Frist in a amp8220behindthescenesamp8221 video talking about the commercial that showed them becoming friends over the soft drink The archivist Phil Mooney calls for a conversation and there is a way to leave comments lower on the blog though not for the individual post The MyCokeRewards site like Pepsiamp8217s awarded songs for points and there were other prizes as well like a commemorative bottle or a carabineer bottle holderSunsilk LifeCantWaitcomSunsilk did believe that women and girls would be interested and their website while not having any obvious links to the Super Bowl was called out to prominently from the Super Bowl TV commercial Unfortunately the amp8220Share Your Storyamp8221 link that was mentioned only showed in a side navigation bar that appeared only if moused over and linked to a separate MySpace page that required a long registration process The site had stories and videos of Marilyn Monroe Madonna and Shakira the idea being that these amp8220go getter girlsamp8221 couldnamp8217t wait and instead make life happen Unfortunately the amp8220Create Your Hair Timelineamp8221 was amp8220Coming Soonamp8221 rather than liveSalesGeniecomAllowed users to watch and rate their three Super Bowl CommercialsAppleThe Macbook Air commercial had no URL We suppose they figure that anyone who knows how to buy a Mac knows how to find them onlineBridgestonecomAlso oddly Bridgestonecom sponsors of the halftime show settled for a site that put up their ad spots Nothing elseEtradeDittoAAcomDouble ditto Their commercial called out prominently to AAcom but the site had nothing beyond the usual airlinestyle Web page with checkin reservation options and so onNFL NetworksThe IWantNFLNetworkcom site mentioned in their ad didnamp8217t seem to have anything special for the Super BowlUnderarmourcomThe underwear and sporting goods commercial was available on their site which was visually wellintegrated with the campaign and gave users a chance to preorder a sneaker with a countdown to its release in eight days The integration was not as obvious or smooth as say Pepsiamp8217s but it was compelling and unified in look and feel with its amp8220Future is Oursamp8221 themeSobe Life Water ThrilliciouscomOn the Web site a lizard who stars in the TV ad talks about getting a part in a Super Bowl commercial with a supermodel amp822030 of us guys all nakedamp8221 We took the option offered to amp8220Diggamp8221 the video and were only the second to do so We forewent the offer to embed the commercial on our siteCarscomRather than just showing us their TV commercials Carscom gave us mildly amusing broad humor videos of a amp8220waiting roomamp8221 containing the Witch Doctor Dungeon Guy and other characters from the amp8220Plan Bamp8221 commercials Plan A is a car dealer gives a deal that Carscom informed the buyer about Plan B is threats to the dealer from the characters Technical note The site didnamp8217t work on the Firefox browser on a MacNFLShopcomNow THATamp8217s integration A TV ad tells Giant fans to go to the site to buy official Giants championship paraphernaliaIn SumUsually weamp8217re in a kind of beerandchip induced torpor as we watch the Super Bowl Of course our amp8220engagementamp8221 this time might have been because weamp8217re New Yorkers and so actually cared who won Plus there was the whole Patriots sportshistory supermodel girlfriend of the quarterback thingIn addition to watching chat rooms and stats and voting on the gameamp8217s plays on ESPNcom and NFLcom and SIcom and looking for blog mentions on Technorati getting fan comments off comment boards even tracking South Asians on the South Asian Journalistsamp8217 Association website we had a lot of fun going further with the commercials than just watch them on TV And we were more impressed than ever at the unbelievable opportunity to get people interacting with a brand giving up personal information asking for more and so on One word to marketers though Flashing your URL for less than a second is not the way to build Web traffic and light to spark that can make it all happen Especially for obsessive viewers with a computer in their lapsDorian Benkoil is a regular contributor to JackMyers Media Business Report

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Super Bowl Websites: Winner & Losers

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Dorian Benkoil

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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