Of all last week’s Super Bowl XLIX adverts, Kim Kardashian West’s tongue-in-cheek request to “Please, help save the data” (made on behalf of T-Mobile) has been credited by Teletrax with generating the most TV coverage.
Just behind the “Kims’ Data Stash” ad from T-Mobile, Dove’s “Real Strength” was the second most broadcast ad, with KIA’s “The perfect Getaway” starring Pierce Brosnan, Mercedez-Benz’ “Fable”” and Toyota’s “Let’s go Places” in third, fourth, and fifth place, respectively.
“As we witnessed last year, the competition for brands to generate awareness begins before the Super Bowl. We’re seeing ads getting released days – if not weeks – before the game actually occurs,” comments Andy Nobbs, CMO of Civolution.
In addition to traditional broadcast buys, marketers also used digital to engage with the Super Bowl audience. During the competition, brands used the Teletrax platform to enable TV-synced contextual cross-screen advertising on desktop, mobile and social around certain key in-game events in real-time. This enabled advertisers to ‘own’ crucial moments during the Super Bowl, and engage with audiences in a relevant and innovative fashion. Within seconds after a touchdown, field goal or take over, brands showed a contextually relevant message on digital.
Perkins Miller (Chief Digital Officer, NFL) will be delivering a keynote, ‘Understanding the Role of the SuperBowl as the Globe’s Largest Multiplatform Event,’ at this year’s TV Connect (28th – 30th April 2015 ExCel, London). Click here to download the full TV Connect brochure for free.