Big game advertising

Ready to rumble: Super Bowl fans get in the game

The Associated PressFebruary 1, 2013 

Super Bowl-Advertising-Paramount Farms

This screenshot provided by Paramount Farms shows Psy filming the Super Bowl advertisement for first-time advertiser Paramount Farms' Wonderful Pistachios brand of nut. The 30-second ad in the third quarter presents the company's "Get Crackin'" campaign that stars the Korean pop sensation Psy. (AP Photo/Paramount Farms)

UNCREDITED — Paramount Farms

— You don’t have to be a football player to be a part of the action on Super Bowl Sunday.

Coca-Cola is asking people to vote for an online match between three groups competing in a desert for a Coke on Game Day. Pepsi and Toyota are using viewers’ photos in their ads. Audi let people choose the end of its Super Bowl ad, while Lincoln based its spot on more than 6,000 tweets from fans about their road trips.

These are just some ways advertisers have found to get viewers involved in the excitement on Game Day by luring them online. And they’re going well beyond encouraging fans to tweet or “like” their ads on websites like Twitter and Facebook.

They’re trying to get the most of their Super Bowl ads, which cost nearly $4 million for a 30-second spot, by drawing people online. Companies that advertise during the Super Bowl get a 20 percent increase in Web traffic on the day of the game, according to the analytics arm of software maker Adobe. They also have a higher online audience than average in the week after.

“We’re seeing better and more unique ways of getting people involved,” said Robert Kolt, an advertising instructor at Michigan State University. “You want people to be engaged.”

PepsiCo, which is sponsoring the Super Bowl halftime show, said its goal was to create buzz online with a monthlong campaign that went well beyond a voiceover saying “brought to you by Pepsi.”

For about two weeks, Pepsi asked fans online and via a digital billboard in New York’s Times Square to submit their photos for a chance to appear in a 30-second “intro” spot to air right before the halftime show.

The company said the effort was more popular than it expected: Pepsi expected to get 2,000 photos, but got 100,000 instead. About 1,000 photos were chosen to be a part of the intro. They will be stitched together in a “flipbook” style video that appears to show one person jumping to the tune of “Countdown,” a song by Beyonce, who is performing during the halftime show.

“We don’t just want (viewers) on pepsi.com, we want them telling their friends ‘I just did something with Pepsi,’” said Angelique Krembs, vice president of trademark Pepsi marketing. “You want the friend to tell the friend about Pepsi. You don’t want Pepsi to always be the one talking about Pepsi.”

Ford Motor Co.’s Lincoln enlisted Jimmy Fallon, host of NBC’s “Late Night with Jimmy Fallon,” to sift through thousands of tweets submitted by fans about road trips for its Super Bowl spot.

The story line for the 30-second ad, which was developed from 6,117 tweets, features rapper Joseph “Rev Run” Simmons and Wil Wheaton, who acted in the iconic science-fiction series “Star Trek: The Next Generation.”

Coca-Cola created an online game that pits a troupe of showgirls, biker-style “badlanders” and cowboys against each other in a race to find a Coke in the desert. Viewers are encouraged to vote for their favorite group and set up obstacles that delay other groups on CokeChase.com. Obstacles include a traffic light or getting a pizza delivered, which waste time.

The State is pleased to provide this opportunity to share information, experiences and observations about what's in the news. Some of the comments may be reprinted elsewhere in the site or in the newspaper. We encourage lively, open debate on the issues of the day, and ask that you refrain from profanity, hate speech, personal comments and remarks that are off point. Thank you for taking the time to offer your thoughts.

Commenting FAQs | Terms of Service