On Super Bowl Sunday, it’s not just about favorite teams scoring the most touchdowns or which member of the family can make the best guacamole. The Super Bowl is known for savvy marketing and advertising, and this year was no exception. Brands scrambled to secure spots on major networks and paid big bucks to be promoted. These brands expect to see viewers making transactions in the aftermath of the game, but they’ve already seen substantial traffic increases to their websites.
According to AutoTrader.com, the auto industry garnered substantial website hits during last night’s game, due to an increase in searches for branded content. The source reported that Lincoln’s “#SteerTheScript” ad brought in a 242 percent increase in searches. Lincoln wasn’t alone. Jeep saw a 61 percent increase, while Dodge Ram saw a lift of 55 percent.
Brafton recently reported that auto brands and alcohol companies are cranking out social media content to drive internet users to their sites. Fun, promotional campaigns on Twitter, Facebook and other sites have been successful, and marketers looking to gain a competitive edge can learn a lesson from large brands.
Additionally, Brafton reported that 50 percent of ads aired during the Super Bowl contained Twitter call-to-actions, representing the wide reach of the social media network. Brands that neglect to create initiatives on social media sites risk falling behind.