The Monday following the Super Bowl used to be a water cooler phenomenon - people discussed Sunday’s events with their friends and coworkers in person on Monday. While marketers knew that Sunday’s exposure was valuable, it was not always easy to make a direct correlation. Today however, the spots that aired on Sunday are all available on-demand, online. People are sharing, re-Tweeting, linking to and texting what they enjoyed on Sunday. Not only are brands able to get their word out and watch it reverberate across multiple channels, they can also measure the halo effect and gain new brand advocates. Also, Super Bowl Monday is just the tip of the iceberg. Marketers who ramp up to the Big Game a few days before Sunday benefit from a well-planned strategy. We used Yesmail Market Intelligence to measure the performance of a few ads that were well-planned and benefited from the Super Bowl energy moment:
Colgate’s #EveryDropCounts campaign may have received mix reviews but the brand still managed to generate tons of new Page Likes on Facebook. The old adage, “all press is good press”, actually applies here.