Super Bowl 2014 advertisers target hashtags for customer engagement

Published on February 5th, 2014

Adrian KinderisAdrian Kinderis, CEO of ARI Registry Services, says Super Bowl 2014 was the year of the hashtag as marketers directed their consumers to Twitter to continue the brand conversation online.

By Adrian Kinderis
Tuesday 4 February 2014, direct from New York

This week, I had the fortune of crossing off a major item on my bucket list – attending Super Bowl. In spite of my team’s absence from the game, it was still a huge – albeit early – highlight of 2014 for me.

Super Bowl is the ultimate merging of my passion for sports and marketing. It brings together people from all walks, catering to the millions of people who tune in to be entranced by the game or the ads, or like me, both.

For three hours on Sunday night, marketers globally tuned into the excitement that emanated out of New Jersey’s MetLife Stadium for NFL Super Bowl XLVIII 2014.

Neither the brilliance of the Seattle Seahawks nor the creative genius of the marketers let me down.

Let’s not underestimate the significance of the occasion.

With more than 100 million viewers tuning in, this year’s Super Bowl was one of the highest rating programs in the US, making the advertising slots some of the most valuable in the world. Advertisers coughed up $4 million on average for each 30-second slot, translating to $133,000 per second!

As I do every year, I investigated how advertisers used this prime marketing opportunity to engage viewers, deliver a compelling message, and most importantly generate a call to action.

Here’s what I found.

#Dominate

Just like the Seattle Seahawks, hashtags and Twitter handles absolutely dominated the calls to action seen in the 85 ads aired from the 44 different advertisers.

More than half of all ads (64%) included a Twitter hashtag or handle as their call to action, compared to only 41% which referred to a domain name to direct viewers to a website.

These results are markedly different from what we saw in previous years.

Yearly change

Looking back over the past few years, we can clearly see an upward trend in marketers directing viewers to Twitter to encourage brand engagement and interaction.

In last year’s Super Bowl, domain names were the preferred call to action, with 40% of ads containing a traditional web address. We only saw 34% of ads featuring a Twitter handle or hashtag.

This gap was even larger in 2012, with 49% of ads containing a domain name and only 9% a Twitter handle or hashtag.

Facebook Dis-Like

Perhaps the most significant observation was that Facebook was seemingly left on the bench for Super Bowl 2014, with only 9% of ads directing viewers to a Facebook page.

Google+ didn’t even make it out of the locker room, with not a single mention. Shazam was the surprise dark horse of the pack, picking up two ads, while YouTube was seen in a total of three ads.

What does this mean?

Clearly, generating a social conversation about your brand or product online via the use of a hashtag dominated the strategic thinking of marketers in this year’s Super Bowl.

I suspect this is a reflection of the fact that a Super Bowl ad offers marketers a chance to extend the reach of a compelling thirty-second TV spot well beyond the night it airs. Hashtags keep the conversation going beyond the little blue bird, used to generate trending topics across Instagram, Pinterest, Facebook, and of course Twitter.

However, I still firmly believe that the mainstay of any direct response marketing strategy should always be a domain name and website. We still saw 41% of ads containing a domain name and that’s because these marketers recognised that a call to action which directs consumers to your website is a proven method to generated return on investment.

While encouraging a conversation on a hashtag has its place, I believe the most successful ads were the ones where marketers also used a domain name call to action to complement their social media efforts.

Super Bowl 2015

It’s my prediction that the upward trend with hashtags will carry on and next year marketers will continue to use the combination of domain names and hashtags for their calls to action.

However, what will change will be the domain names themselves!

Domain names will remain the authoritative source of truth on the Internet. After all, they represent the trusted directory service of the Internet. What will change is the domain name landscape and the creative options marketers have at their disposal.

Right now, the first of hundreds of new Top-Level Domains such as .menu, .build and .luxury are being launched offering marketers an additional option in their arsenal of calls to action.

One of the benefits of new Top-Level Domains for marketers will be the ability to integrate tailored domain name calls to action for every campaign with greater ease and creativity.

Major brands such as Hyundai, Microsoft, Volkswagen, Toyota, and Ford are leading the way with these new domains and have applied for their own .brand suffixes. While they were unable to integrate their new Top-Level Domain into their TVCs in this year’s Super Bowl, it is encouraging that in the coming years we could see domain names such as product.microsoft or promotion.ford on our TV screens.

These new domains will give marketers a new level of creativity with their calls to action. They’ll enable advertisers to deliver a highly personal experience and allow viewers to intuitively navigate to relevant content.

It will be interesting to analyse the impact new Top-Level Domains will have on advertising once they start to become mainstream over the next few months. From what I’ve seen from those preparing to launch, I’m anticipating some innovative approaches applied to the marketing for Super Bowl 2015.

By Adrian Kinderis
CEO of ARI Registry Services

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