Fans posted 24.1 million tweets during the game, surpassing the number reached during six hours of November's presidential election. Beyonce's halftime performance also generated huge online buzz, with mentions of the singer's name up 49,000% in just 20 minutes.
The campaigns went far beyond just social media or traditional TV advertising. PR industry experts described the months-long integrated marketing efforts that they worked on with sister advertising and marketing firms to PRWeek last week.
PRWeek asked industry leaders to pick their favorite integrated marketing campaign of the Super Bowl. A roundup of their answers follows.
Joel Curran, MD of MSLGroup's New York office -- “To me, when you compare all of the other campaigns, it was a black-and-white issue: Oreo dunked their competition with a smart, real-time move during the game. Their ‘You can still dunk in the dark' tweet during the power outage put a punctuation mark on a campaign using smart integrations with Facebook — their page was very creative — and Instagram, where you could hashtag user photos #cookiethis or #cremethis. They seem to really understand their target and appear to be a brand that is comfortable seeing the moment, even if it's dark all around them.”
Darlàn Monterisi, EVP and MD of Porter Novelli's New York office -- “The Anheuser-Busch InBev ‘The Clydesdales: Brotherhood' spot was a brilliant, emotional update on a classic. It expertly wedded the brand's timeless persona to a social media effort to name the baby Clydesdale, which to date has driven more than 39,000 Tweets of #Clydesdales and more than 18,000 comments on campaign-related posts on Budweiser's Facebook page.”
Michael Olguin, president of Formula -- “The best campaign was Dodge's Ram commercial. ‘The Year of the Farmer' told a story that everyone in America could relate to about hard work, food, jobs, family, and most importantly, it is what the brand's DNA is all about. Plus, you could also go online and watch the video, and for each view, money is raised for Future Farmers of America. Far and above the best campaign, and told in an incredibly compelling way.”
Sergio Morales, US consumer and marketing communications practice leader at Hill+Knowlton Strategies -- "The tweet by Oreo during the power outage is a great example of how brands can find ways to break through to captive audiences, in a simple way, during a huge moment in time. Integrated marketing is moving further away from solely having a fixed content model. Brands that remain nimble by ‘helping' people in real time, while rapidly producing content consumers are eager to share, will see increased brand equity. That said, there is an abundance of brands that have been doing this, and now others will jump in the game. It doesn't negate the fact that brands still need to stay true to their brand value proposition and always execute smartly against that."
Rich Goldblatt, SVP and director of the Better4You practice at M Booth -- “The Mercedes Benz ad featuring William Dafoe, Usher, and Kate Upton was cleverly done. Mercedes sent a teaser email to key customers a few days prior as a sneak preview. Showcasing the commercial in advance was a great way for Mercedes to make their best customers feel part of an exclusive club and get buzz leading up to the game. Also, Dafoe is some scary devil.”