In more news about Super Bowl ads, a friend of mine who works with the Emerging Media Research Council shared their “Digital Analysis of Super Bowl XLV” with me yesterday. The EMRC’s digital review of this year’s Super Bowl commercials pointed out some notable firsts: Audi was the first company to use a Twitter hashtag (#ProgressIs), and CarMax was the only brand that shared its website, Facebook, and Twitter handles. Take a look at the Audi and CarMax ads below. EMRC also noted that eight ads linked to companies’ Facebook pages.
Wait, only eight? Is anyone else surprised by this? With all the buzz around social media in the past year, wouldn’t you expect every commercial to highlight a company’s social media accounts on Facebook, Twitter, or YouTube? At a cost of $3 million for just 30 seconds of ad time, it feels like a missed chance for businesses that have worked hard on their social presence. As journalist Steve Allan noted, “It seems the blend of social media campaigns with traditional media is still in the early adopter phase.”