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Second SuperBowl

Posted by SIM on February 6, 2007

Super Bowl Commercials See Second Life Online
February 06, 2007

Marketers have realized that the buzz around Super Bowl ads is no longer limited to game day, and that the ads’ value can continue to build online afterwards. This has caused companies to adjust their ad strategies for the game to make spots that have more potential to get people talking and become “viral”.

An article in the New York Times reports that Akamai Technologies, which is currently tracking Web traffic for about two-thirds of the Super Bowl’s marketers, has found that visitors to advertisers’ sites rose steadily from Sunday through yesterday. This would seem to indicate that the commercials’ appearances on-air “were the start of the selling process rather than the climax.” The article quotes Jim Nail, chief strategy and marketing officer at brand monitoring company Cymfony, as saying that the knowledge of a commercial’s extended life requires more from marketers.

“Now, you have to put all this other stuff around your commercial to make it the kind of spot consumers want to talk about,” Mr. Nail said.

Among those tactics are putting up microsites, dedicated Web sites different from brands’ general sites, like afterthekiss.com, which was separate from Snickers.com; uploading deleted scenes, production clips or other material to video-sharing Web sites like YouTube.com; and offering consumers ring tones, screen savers or MP3 audio files related to the commercials.

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