Every year, companies question if advertising on the Super Bowl is worth the $4.5 million it cost in 2015. A brief article in Ad Age highlighted the winners based on purchase consideration boost, word-of-mouth boost, growth in Facebook fans, and growth in Twitter Followers. This blog post examines the third category – growth in Facebook fans.
- Budweiser – This ad was rated number one for the 2015 Super Bowl and the teaser prior to the Super Bowl was viewed 31 million times. The brand added 30,000 new Facebook fans.
- Coca-Cola – This message about cyberbullying and its social-media campaign resulted in a boost of 66,000 Facebook fans.
- Weight Watchers – This first-time ever ad for Weight Watchers resulted in 23,700 new Facebook fans.
Discussion Questions
- Which of the three Super Bowls ads did you like the best? Why?
- How important is it for a brand to add Facebook fans as a result of a Super Bowl ad? Explain why. Give specifics.
- Weight Watchers wanted to draw a parallel between addiction and overeating with its ad. Do you think they accomplished this goal? Why or why not?
- The goal of the Coca-Cola ad was to turn cyberbulling and negative social media messages into positive ones. Do you think this ad effectively did this? Why or why not?
Here is an image of the Ad Age article from February 9, 2015.
Clow/Baack 