Super Bowl XLVI: Automotive Brands Compete for Conversion on the Day of the Big Game

No matter which team you support, there is no doubt, football fans from each side of the competition tuned in to the big game and witnessed the yearly, multi-million dollar spectacle of Super Bowl advertisements. The automotive sector was the most advertised product category during commercial breaks. At least 15 companies including, Acura, Audi, BMW, Bridgestone, Cadillac, Cars.com, Chevrolet, Chrysler, Honda America, Hyundai, Kia Motors, Lexus, Suzuki, Toyota, and Volkswagen carved out their piece of the advertising pie.1

Some automotive advertisers, seeking to maximize their reach by engaging viewers, facilitated a channel for post-ad conversation. Honda, in their Ferris Bueller’s Day Off-esque ad, directed viewers to leaplist.honda.com and encouraged them to create their own leap list and participate in a contest to win a CR-V.

BMW leveraged two 30 second spots on the day of the game, “The Big Grab” and “The Close Call,” while airing four additional spots on YouTube. They promoted the new BMW 3 series with connected drive and directed viewers to bmwusa.com/allnew3

Meanwhile, Audi evoked the power of a song bird by promoting the twitter hash tag #SoLongVampires in their ad, Vampire Party. Audi’s Andy White gives us a real-time look at the impact on their traffic, in this video. Similarly, here’s the tweet deck for hash tag #superbowl during the day of the game.

Altimeter Group, a research-based advisory firm, reported that more than two thirds promoted cross-channel, 57% included a website or micro-site while only 16% included some form of social media. However, 49% of ads which directed a viewer online, directed to the company’s corporate url while only 7% introduced a Twitter hash tag.³

Whether it’s getting your audience to bridge the gap between the TV screen and social media, or from the shopping cart to check out, you’ll need quality applications and quality content to make that happen. You’ll also need a team that’s dedicated to the entire process from start to finish. Including social media, there are a number of other tools you can employ to engage and educate your consumer audience with your brand’s information. Connect with us to learn more about how interactive or mobile applications can help your target audience become tweet-happy brand supporters.

1 “Super Bowl Ad Roundup: Your One-Stop Location for Every Automotive Ad,” from MotorTrend.com.
² “BMW Gets in on the 2012 Super Bowl Ad Action,” from Edmunds Inside Line.
³ “Five Trends: How Brands Intergrate Social, Mobile, and Web into 2012 Super Bowl Advertisements,”
from Altimetergroup.com.

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