On Wednesday, Feb. 13, 2008, WOMMA hosted a WOM Wednesday teleconference featuring WOMMA Board Members Jim Nail, of the Cymfony division of TNS Media Intelligence, and Pete Blackshaw, of Nielsen BuzzMetrics. Jim and Pete gave their post-game wrap-up of Super Bowl advertisers' strategic touchdowns and fumbles -- detailing which brands got it right, explaining some missed opportunities, and the describing role of word of mouth marketing in the pre- and post-game buzz.
At nearly $3 million for a 30-second spot, a Super Bowl ad can’t be validated on a traditional media planning basis -- it has to dazzle consumers and generate enough WOM to justify the enormous hit to the advertising wallet. Speakers discuss many of the integrated-media elements of the not-so-traditional Super Bowl T.V. ads, including:
- What consumers were talking about before, during, and after the big game
- How successful pre-game tactics were used to generate WOM produce measurable results
- How advertisers used social media tools to amp up their ad value -- and opportunities for more social media usage that were missed
- How advertisers used WOM to take advantage of the 48-hour window of post-game buzz
- What worked, what didn't, and how these techniques can be applied to ad platforms beyond the Super Bowl
For Super Bowl 2008, advertisers competed fiercely to make their ads into WOM-worthy events, in many cases using highly-integrated techniques that went well beyond the ad-buy itself. Which brands garnered the most buzz? How effectively did they compete for pre- and post-game word of mouth? And how well did they leverage the large audience to go beyond pushing a message at consumers, and begin to engage them?
Featured Speakers:
- Jim Nail, CMO, Cymfony/TNS Media Intelligence
- Pete Blackshaw, Executive Vice President, Nielsen Online Strategic Services