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No URLs in Many Super Bowl Ads! Doh

Never mind not integrating their campaigns with new media, Frank Barnako notes that several advertisers didn't even include a URL in their multi-gazillion-dollar Super Bowl commercials!

That's completely ridiculous in light of comScore Networks research showing that some advertisers, led by Budweiser, saw huge spikes in website traffic while and immediately after their commercials aired.

You Still Have to Sell the Steak And the Sizzle
Not on the traffic spike list: Burger King. How come? Crispin Porter's ad sent viewers to the easy-to-misspell whopperettes.com instead of Burgerking.com.

You gotta sell the product guys, not your own cleverness. Doh. And, hey, the King is just creepy.

Madison Avenue, especially some of the planet's largest ad agencies, has had 10 years to get the Web, and it's still a wild frontier to them. Wake up you guys. Get over yourselves!

Start talking to customers, bloggers, and consultants with new media experience. Get with the program. Or you can just keep talking to yourselves.

Categories: Ad targeting, Advertainment, Advertising Campaigns, Alternative Marketing, Blog Advertising, Blogging and Moblogging, Buzz, Events, Internet strategy, Marketing Strategy, Multi-Media Advertising, Worst Practices

BL Ochman | Feb 8 06 2:41 | TrackBack (2)

Comments

Viewing an ad on the web is as clickable, or more, than viewing an ad on broadcast TV. as a marketer, i see an increased reach...with less reaction by seeing ads fly from inbox to inbox. does very little except get web marketers excited.

The ads may live longer, but they're not working any harder.

While it's nice that some brands included URLs, that's simply a token nod to the slackers like myself that will email the crap to friends and co-works.

No, the next big step is when a brand, via the Entertainmentnet, decideds to simply buy the rights to the Super Bowl and show it exclusivly on-line...

Too far fetched? The UK just took the first step towards that which i speak.

FYI, dispite by rants, i love the blog...

Posted by: Scott Burns at February 8, 2006 8:39 PM

per BJ: You gotta sell the product guys, not your own cleverness. Doh. And, hey, the King is just creepy.

...and Yes I agree with BJ and AMEN !
YES he is! The Burger King character kinda reminds me of that movie years ago – where the criminals wore Dick Nixon Halloween masks ! EERIE indeed.

In the United States we would simply say DUH !!! I get your gist – and agree whole-heartedly BJ! To be interactive one must allow for the audience to understand on a elementary level - not up in the clouds like most agency creatives?

Ta Ta. Bob

Posted by: Bob Van L at February 10, 2006 9:13 AM

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Listed below are links to weblogs that reference No URLs in Many Super Bowl Ads! Doh:

Budweiser.com Traffic Surged 594% On Stregth Of Super Bowl Media Buy from AdPulp
BL Ochman: Never mind not integrating their campaigns with new media, several advertisers didn't even include a URL in their multi-gazillion-dollar Super Bowl commercials! That's completely ridiculous in light of comScore Networks research showing that... [Read More]

Tracked on February 8, 2006 5:10 PM

Budweiser.com Traffic Surged 594% On Strength Of Super Bowl Media Buy from AdPulp
BL Ochman wrote the follwing (all I did was write the headline): Never mind not integrating their campaigns with new media, several advertisers didn't even include a URL in their multi-gazillion-dollar Super Bowl commercials! That's completely ridiculo... [Read More]

Tracked on February 9, 2006 5:40 PM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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