Online Teasers And The Super Bowl: The Novelty Has Worn Off

Online advertising was an integral part of last year’s pre-Super Bowl marketing. In the lead up to the 2007 Super Bowl, Frito-Lay got significant attention for its user-gen spots. And others, such as Snickers, web domain company GoDaddy and GPS device maker Garmin offered early peeks of what would be airing during the game as a way to build buzz.

A year later, however, the novelty has worn off. Citing analysis from Nielsen Online and Cym, ClickZ reports that, this year, marketers are relying a little less on the internet to spark early interest; most of 2007’s early marketers are now saving their ads for the game.

That’s not to say there won’t be online promotions during and afterward, though Nielsen and Cymfony tell ClickZ there appears to be a decline in interactive components tied to this year’s Super Bowl ads. Jim Nail, chief strategy and marketing officer for Cymfony: “We’ve been tracking all this stuff for a month and a half, and the volume of traditional online discussion and media coverage is a lot lower than last year.”

One case in point: Frito-Lay’s online unsigned band contest, which is designed to capitalize on last year’s user-gen Doritos’ Super Bowl ads, doesn’t seem to have captured as much attention. And while its Super Bowl site does have some videos, Frito-Lay isn’t providing any real hints of what’s coming for this year’s broadcast.

So far, the most talked about Super Bowl campaign is Pepsi and Amazon.com’s (NSDQ: AMZN) 1 billion MP3 giveaway promotion. Still the related site, Pepsi Stuff, doesn’t show any ads; it’s just a countdown clock telling consumers how much longer until the initiative’s official start.

loading

Comments have been disabled for this post