Super Bowl 2007: Which Advertisers Won the Search Game?
|
Written By Kate Zimmermann | February 6, 2007 | Share This
|
|
Yesterday we released our Super Bowl Search Marketing Scorecard, Reprise Media’s annual study of advertisers during the big game. Today I’m pleased to announce the Winners from the Scorecard, with more detail on how each one delivered a touchdown performance.
Our team evaluated each ad in three main areas: 1. The TV commercial; 2. Paid Search; and 3. Landing pages. We measured integration between these three elements, looking at the consistency of message, calls to action, cross-sells, incentives, keywords, and usability. In general, we were interested in the structure of the cross-marketing campaign and application of search marketing best practices.
On that note, Searchviews would like to say CONGRATULATIONS to… (drumroll please)..
SalesGenie.com, Godaddy.com, and King Pharmaceuticals.
These three brands consistently delivered tightly integrated cross-media campaigns, using sophisticated paid search techniques.
- SalesGenie.com
Is it any surprise that the best cross-media advertiser is a Sales Lead Generation firm? SalesGenie clearly laid out its value proposition in a series of straight-forward commercials. Though a first-time Super Bowl advertiser, they used familiar direct response tactics to draw viewers from their commercial to the internet. Each TV spot ended with a strong call to action (100 free leads for interested consumers) and a URL. The call to action, in this case especially, is the main impetus driving people from analogue to online - and thus arguably the most important piece of a cross-marketing campaign. Once online, SalesGenie’s paid search ads used branded and generic key terms like “Sales Genie”, “Sales Leads”, and “Super Bowl Ads”. Ad copy referred to the same 100 Free Leads incentive offered by TV commercials, calling it the “Super Bowl Special”. Finally, their website invited users to rate different versions of their commercials that were available for re-play. It included the 100 free leads order form, an opportunity to submit 2008 Super Bowl commercial ideas, and overview info about SalesGenie’s services. - GoDaddy.com
Though GoDaddy’s provocative commercials received a lot of negative publicity in the lead up to the game, they managed to spin it into positive online activity. Their ‘behind the scenes’ look at GoDaddy’s marketing department didn’t just feature a broad range of celebrities, it created a teaser for the “censored” ads that GoDaddy made available online. Their paid search keywords included “GoDaddy” “Super Bowl Ad” “Domain Hosting” and even “Danica Patrick”. Once on-site, GoDaddy offered about 10 ads to watch, inclduing two from last year’s GoDaddy girls, with links to the CEO’s blog and a special offer for $6.95 domain hosting. - King Pharmaceuticals
King Pharmaceuticals’ amusing ‘heart attack’ commercial ended with a long, audible call to action that focused on the web URL. Paid search keywords included brand terms as well as catch phrases (”beat your own risk”). Ad copy was all call-to-action: “Watch the commercial and learn about heart attack risk and prevention.” Finally, K.P. created a special HTML-only landing page with several calls to action to accompany its flash-based tools. By using HTML, K.P. was sensitive to the fact that not everyone has the bandwith or patience to wait for a flash-based site to load.
In sum, though these may not have been the funniest or most entertaining commercials, they delivered the best cross-media campaigns. Tomorrow we’ll dish on the flip side and announce are three biggest Super Bowl losers. If you absolutely can’t wait for tomorrow’s post, you can also go download the full Scorecard PDF from the Reprise Media website.
stay tuned…
Topics: Search Marketing Scorecard |