I have a confession to make. I don’t usually watch the Super Bowl. I don’t even care about football. (This is about the time I usually get weird looks from people.) But this year, the powers-that-be at Brunner requested that my colleague, Maria Bowers, and I watch the “big game.” As you can imagine (considering we work for an ad agency), they didn’t want us to watch for the hard-hitting, yard-measuring, rules-lawyering action, but rather for the advertisements. And, with Maria sitting in the creative department and me being on the technology team, they specifically picked the two of us knowing that we would have very different perspectives on what we saw. So, while the rest of you were busy getting beer and competing over who could eat the spiciest chicken wing, we were hard at work watching television and searching for stuff on the Internet. (Did I mention that I love my job?) Here are our observations about a few of the many advertisers who laid down $4 million in a bid to win over consumers.
Kyle: For their first Super Bowl (I mean “Big Game” – wouldn’t want any legal reprisals for a simple blog post) ad in 16 years, Heinz tries their hand at successfully executing the buzz-word that I like the least: “viral marketing.” They opened up showusyourheinz.com, which encourages fans of the ketchup masters to take photos of themselves with the product and submit them for the opportunity to win a prize. This is pretty standard fare for an online contest, but I found the connection to the television commercial to be tenuous. (more…)