7 Super Bowl Advertisers Scoring With Digital Content

Square­space, Dori­tos, Skit­tles, Vic­to­ri­a’s Secret, Nis­san, Pep­si, Coca-Cola extend their Super Bowl plays.

Lisa Lacy By Lisa Lacy. Join the discussion » 0 comments

What do Acad­e­my-Award-win­ning actor Jeff Bridges, face scan­ning tech­nol­o­gy, a faux press con­fer­ence, dig­i­tal valen­tines, and an at-home ball pit have in com­mon? They are all ele­ments tied to the brand­ed dig­i­tal con­tent Super Bowl adver­tis­ers are uti­liz­ing to cap­ture con­sumers’ atten­tion lead­ing up to the game.

Here are sev­en sup­ple­men­tal dig­i­tal cam­paigns worth not­ing.

1. Squarespace’s Jeff Bridges Sleeping Tapes

Web­site pub­lish­ing plat­form Square­space has part­nered with actor and musi­cian Jeff Bridges, on what it calls “a new project launch­ing dur­ing Super Bowl XLIX.”

We want­ed to cre­ate a cam­paign to illus­trate that any idea, no mat­ter how wild or weird, can be pre­sent­ed beau­ti­ful­ly and mean­ing­ful­ly through Square­space,” said CEO Antho­ny Casale­na in a press release. “Instead of being built around an ad, our cam­paign is built around a real project on our plat­form.”

The col­lab­o­ra­tion, “Jeff Bridges Sleep­ing Tapes,” on the web­site DreamingWithJeff.com, fea­tures “a unique album of relax­ing sounds, guid­ed med­i­ta­tions and sto­ries designed to lull you to sleep.”

The con­tent was cre­at­ed and record­ed by Bridges and the sleep­ing tracks are free to stream online or as a “pay what you like” release on Bridges’ Square­space site.

Lim­it­ed-run cas­sette tapes and vinyls will be avail­able fol­low­ing the ad’s debut and five lim­it­ed-edi­tion vinyls will be auc­tioned sep­a­rate­ly. 100 per­cent of the retail price from each album sold will ben­e­fit Share Our Strength­’s No Kid Hun­gry cam­paign.

Square­space will debut its sec­ond Super Bowl ad, a 30-sec­ond spot, in the first half of the game.

A 30-sec­ond teas­er was released Jan­u­ary 28.

The cam­paign was cre­at­ed and pro­duced by glob­al adver­tis­ing agency Wieden+Kennedy New York.

At its core, the cam­paign is a prod­uct demon­stra­tion. We used Square­space’s beau­ti­ful design and ecom­merce capa­bil­i­ties to take an idea that seemed a bit odd, and turn it into some­thing real and mean­ing­ful,” said David Kol­busz, exec­u­tive cre­ative direc­tor at Wieden+Kennedy New York, in a state­ment. “The album is a legit­i­mate Jeff Bridges project, sold on a Square­space site, with prof­its going to No Kid Hun­gry. And best of all, it works. His voice is like oak and leather and cig­ar smoke and the wilder­ness. I per­son­al­ly have fall­en asleep to the record­ing on more than one occa­sion.”

The brand is also using the hash­tag #sleep­ing­tapes to encour­age dis­cus­sion.

2. Doritos’ Face-o-Rater

PepsiCo’s Dori­tos brand, which some­what pre­sump­tu­ous­ly says it “has con­sis­tent­ly pre­sent­ed some of the most mem­o­rable and talked-about ads of Super Bowls past” has once again curat­ed 10 con­sumer-sub­mit­ted videos in in the umpteenth iter­a­tion of its Crash the Super Bowl con­test. And, as per usu­al, two final­ist ads will air dur­ing the Super Bowl broad­cast, one select­ed by fan votes on the Dori­tos web­site and the oth­er by the Dori­tos brand.

This year, how­ev­er, the web­site also fea­tures a tool called the Face-o-Rater, which access­es con­sumers’ web­cams and micro­phones to gauge their reac­tions while watch­ing the final­ist ads and to deliv­er an esti­mat­ed score of reach fan’s response to the ads based on how big said fan smiles and how loud he or she laughs.

When it comes to what you like, your face nev­er lies,” the site says.

3. Skittles’ #TeamSkittles Tailgate and Faux Press Conference

First-time Super Bowl adver­tis­er Skit­tles has no short­age of goof­ball dig­i­tal con­tent on its Tum­blr, includ­ing stills from a faux press con­fer­ence with noto­ri­ous­ly media-shy and Skit­tles-lov­ing Sea­hawks run­ning back Mar­shawn Lynch as well as GIFs from its #Team­Skit­tles tail­gate teas­er with for­mer foot­ball play­er Kurt Warn­er.

It has also released a spe­cial Seat­tle Mix Super Bowl XLIX Edi­tion.

4. Victoria’s Secret’s Love Locks

After teas­ing a foot­ball-themed spot remind­ing con­sumers not to drop the ball on Valentine’s Day, lin­gerie brand Victoria’s Secret has added a valen­tine cre­ation tool to its web­site.

In a post on its web­site, the brand invites con­sumers to “sym­bol­ize your love with a love lock.”

Through Feb­ru­ary 16, fans can use the Love Locks online des­ti­na­tion to “share your love for your sweet­ie (or bestie!) from wher­ev­er you are,” the post says.

The site uses Google Maps and Google Street View to “let you choose that spe­cial loca­tion, whether it was the site of your first date, first kiss, first ‘I love you’-or your favorite night out,” the brand says. “Just map it, lock it and share it.”

Loca­tions include Paris, New York, Seat­tle, Lon­don and Budapest. After pick­ing a loca­tion, users then choose a theme, type a mes­sage and send.

5. Nissan’s #WithDad

Car man­u­fac­tur­er Nis­san, which has been teas­ing its Super Bowl plans with a social media cam­paign using YouTube influ­encer videos and the hash­tag #with­dad, recent­ly upped its Super Bowl buy to 90 sec­onds and released a short pre­view of the spot.

The brand says its ad will “tell a unique fam­i­ly sto­ry while main­tain­ing a strong Nis­san brand con­nec­tion.”

We can’t wait to share this emo­tion­al sto­ry with the Super Bowl audi­ence and we hope see­ing the first few sec­onds will whet Amer­i­ca’s appetite to watch the spot dur­ing the game,” said Fred Diaz, senior vice pres­i­dent of Nis­san sales and mar­ket­ing and oper­a­tions in the U.S., in a press release. “We think we’ve cap­tured and told a touch­ing sto­ry about a fam­i­ly’s strug­gles with work-life bal­ance in our 90 sec­onds dur­ing the game. But what we real­ly want is to start a con­ver­sa­tion about fam­i­ly that lasts well beyond the game.”

To seed the effort, Nis­san tapped YouTube influ­encers like Epic Meal Time, Dude Per­fect, Jab­ba­woc­k­eez, Con­vos with My 2‑year Old, Roman Atwood and Action Movie Kid, who have post­ed con­tent, which has been aggre­gat­ed on the #with­dad hub on the Nis­san YouTube chan­nel. The brand also rolled out the web­site withdad.com.

As of Jan­u­ary 29, Dude Perfect’s Dad Edi­tion effort was the most pop­u­lar video to result from the col­lab­o­ra­tion with about 1.9 mil­lion views.

Nis­san has also encour­aged fans to share their own sto­ries about their fam­i­lies.

#with­dad is much more than a hash­tag, how­ev­er,” Nis­san said in an announce­ment. “It’s a cel­e­bra­tion of the many inno­v­a­tive and excit­ing ways that dads make life bet­ter for their fam­i­lies – and how they strive to find a per­fect work-life bal­ance.”

Inter­est­ing­ly, both Toy­ota and Dove Men+Care, which also have dad-themed ad con­tent in the Super Bowl, are also ask­ing fans to sub­mit hash­tagged dad con­tent.

Toy­ota has asked Twit­ter users to “engage in the unique game day con­ver­sa­tion by help­ing to cre­ate a cul­tur­al moment in real time” by com­pos­ing a tweet with up to four pho­tos of their dads using the hash­tag #OneBold­Choice.

And Dove Men+Care wants con­sumers to “show the per­son­al, car­ing side of men in their lives by shar­ing pho­tos across Face­book, Twit­ter and Insta­gram” with the hash­tag #Real­Strength. The brand says it is high­light­ing select pho­tos through­out Dove Men+Care dig­i­tal con­tent.

6. Pepsi’s Vines and Headin’ to Halftime Video Series

For its part, soda brand Pep­si is try­ing to get the most bang for its half­time show spon­sor­ship buck with lots and lots of Vines, includ­ing part­ner­ships with foot­ball play­ers Nick Man­gold, Matt Forte and Jared Mayo, as well as Tos­ti­tos, Wal­mart, Dol­lar Gen­er­al and Papa John’s.

The brand also asks Vine users to “Take a break from what­ev­er you’re doing and Vine your per­for­mance” with the hash­tag “#GetH­yped for a chance to be revined.”

The brand also has a Hyped for Half­time video series on YouTube, includ­ing actor Craig Robin­son and a slew of famous faces, like half­time per­former Katy Per­ry, as well as singers Blake Shel­ton and Mon­tell Jor­dan and the afore­men­tioned foot­ball play­ers.

7. Coca-Cola’s #MakeItHappy

In a blog post, soft drink giant Coca-Cola said it plans to “use advertising’s biggest stage to invite the world to help make the World Wide Web a hap­pi­er place.”

The brand has a 60-sec­ond spot air­ing in the first quar­ter that will “tack­le the per­va­sive neg­a­tiv­i­ty pol­lut­ing social media feeds and com­ment threads across the Inter­net,” but it will not release the full spot pri­or to the game.

Instead, Coke is rolling out sev­en sup­port­ing films unit­ed under the hash­tag #MakeI­tHap­py, or what it describes as “a call to action to pro­mote pos­i­tiv­i­ty both online and in the real world.”

These films include three short teasers air­ing on TV and in cin­e­mas that fea­ture snip­pets from the com­mer­cial and “seed the #MakeI­tHap­py hash­tag to spark inter­est” as well as four online-exclu­sive vignettes with tes­ti­mo­ni­als from teens and celebri­ties who have expe­ri­enced online neg­a­tiv­i­ty, includ­ing race car dri­ver – and long­time GoDad­dy spokes­woman – Dan­i­ca Patrick and foot­ball play­er Michael Sam, as well as those who make it a mis­sion to spread hap­pi­ness online, like Kid Pres­i­dent.

Our goal is to inspire Amer­i­ca to become a col­lec­tive force for pos­i­tiv­i­ty,” said Jen­nifer Healan, Coca-Cola’s group direc­tor of inte­grat­ed mar­ket­ing con­tent, in the post. “The broad­cast is first and fore­most, but ‘sec­ond-screen’ engage­ment, like what we’re doing with #MakeI­tHap­py, is what inspires peo­ple to par­tic­i­pate and will keep the move­ment going well beyond the Big Game.”

Which of these dig­i­tal efforts do you think has proven most effec­tive?

Lisa Lacy

Written by Lisa Lacy

Lisa is a senior features writer for Inked. She also previously covered digital marketing for Incisive Media. Her background includes editorial positions at Dow Jones, the Financial Times, the Huffington Post, AOL, Amazon, Hearst, Martha Stewart Living and the Dian Fossey Gorilla Fund.

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