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Advertisers Add Legs to Super Bowl Spend with Online Promos
Anheuser-Busch, typically the Super Bowl’s largest sponsor, will use interactive tactics to enhance its Super Bowl advertising this year.
The company is creating a website specifically for its Super Bowl ads, Bud.tv, which will be posted the day after the game, writes The New York Times. It will also use email messages to invite consumers to vote for their favorite ad spot by text messaging or visiting a website.
Other advertisers are also using nontraditional means to help boost the effectiveness of their Super Bowl ad spots, which come at a hefty premium of about $2.6 million.
Nationwide Insurance, for example, will preview its Super Bowl spot beginning Monday on its website. Last year, the insurance company points out, people were visiting websites like iFilm for months afterward to watch the commercials. Nationwide got 1.8 million downloads of its Super Bowl commercial from iFilm, alone.
CareerBuilder is offering a teaser of its Super Bowl ads with a humorous online promotion, the Age-O-Matic, which shows the aging that happens when a person spends too much time at a “soul-sucking job.”