We all know that there are two main attractions to the Super Bowl every year—the first being the actual game and the second, the highly anticipated and oftentimes controversial commercials aired in between plays. While I do enjoy a little bit of the pigskin and a few nachos—I typically tune in to see which companies are coughing up the dough for a Super Bowl spot and whether they are taking full advantage of the branding opportunity.

There have been a ton of water cooler discussions as to which ads were the best, worst and funniest—however I felt that (with the exception of one, GoDaddy.com) many of the brands missed a huge opportunity to integrate social media into their advertising strategies. With a record number of viewers—estimates are around 151.6 million—why not take advantage of that vast audience by driving them to your Web site, Facebook fan page, Twitter profile, or YouTube channel? Advertising, especially during huge spectacles like the Super Bowl, can no longer embrace a one-dimensional megaphone mindset. 

One brand that was noticeably absent from the Super Bowl this year was Toyota. Now here is a brand—who in my humble opinion—desperately missed an opportunity. If anyone needs to connect on a deeper level with their customer right now—it’s Toyota. Instead of the full page newspaper ads the company took out a few weeks ago, why not spend the $2.6 million on a 30-second spot to speak directly to your customers, and  invite them to a highly-targeted social media campaign where customers can engage with the company, find out the latest information and actually communicate with service specialists about their concerns? 

Brands and advertisers need to understand and embrace a “hybrid” model combining traditional marketing methods with social media.  We are consuming content on so many different levels with so many different connected devices.  The days of one-way billboards, newspaper ads and TV spots are no longer effective. 

Last Sunday, do you think Prius owners were reading the newspaper or watching the Super Bowl?

Other than the Colts, who else missed the mark during the game?

Share this: