The Super Bowl always garners gaudy numbers for their ad campaigns. Now, we're getting prequel ad hype by some automotive brands, intending to move customers' attention from digital video to the large screen with teasers and themed commercials. They're utilizing their own properties and YouTube to increase "watches" and subsequent anticipation of their ad campaigns.
It seems to be paying off for Acura, with this ad boasting guest spots from Jerry Seinfeld and and Jay Leno competing to be the first owner of the new Acura NSX. If you've seen this vehicle up close, Jerry's insistence and wild demands don't seem so crazy. When I last checked the video, it had not quite yet hit 4.3 million views, so I think that qualifies as viral success before the major debut - kinda like when a play starts in DC before making it to Broadway. Check it out here!
VW also scores big for quality, with their YouTube spot. Last year, the Darth Vader toddler took off virally, but this year's commercial has only gotten 40K+ views, online, so far. However, I actually think it's a better commercial than last year's. Plus, it will actually make you say "awww" out loud. This is a win for digital marketing quality, so let's make this puppy (pun intended) go viral!
Other automakers are getting in on the game as well. Most notably, with a mobile advertising campaign, is Chevy Camaro's Game Time app.
I'm going to pay close attention, this year, to the fortunes of these three automakers post Super Bowl, so stay tuned to see if the social media and digital advertising prequels coupled with huge game time ad buys turn into vehicle registrations these brands.
Anyone else see any interesting Super Bowl Ad-ness?
Posted by Therran Oliphant, Product Marketing Manager, Polk (02.02.2012)