As I mentioned last week, I wanted to highlight at least one Super Bowl Ad that really did a good job of continuing an online and offline campaign. Sadly, as predicted, a lot of ads were catchy and I see some garnered positive press, but I seriously have to wonder just how much sales can be attributed to that particular advertisement (ROI anyone??). I’m sure the agency that made an Ad on behalf of the client can point to all kinds of “impression” statistics, but the one that really matters to marketers is sales and I struggled to see how many marketers could really make the connection.
However I saw one noticeable exception: Reebok’s “Be more Human” spot. If you missed it, you can view it here:
First, let me say that the topic of the Ad might not resonate with you. I already addressed this topic last week that the “record viewers” doesn’t mean that’s how much actually cared about the Ad. But, let’s dissect why this is a winning advertisement:
- The story is compelling for a certain subset of the market (those interested in fitness) and it’s highly likely that the subset was watching the Super Bowl.
- The end of the advertisement had a clear call to action: Go to http://www.reebok.com/BeMoreHuman.If you went back to look at your favorite Ads, look at how many of them actually lacked a clear call to action. This is an easy to remember web link. Most crucially, once you get to the website, the Reebok marketing team can track everything!
- Unknown to Understood: Once you land on the website, notice how the story continues with more assets aligned with the “Be More Human” concept. This is key because the marketers can analyze visitor’s activity and understand what assets are performing well and resonating with visitors to put them into profiles.
- Understood to Known: One of the first options is to “Subscribe” and it’s clear throughout the experience that you can subscribe. Grabbing an email address and limited personal information to make an experience more relevant is so easy to do and yet often missed. Now your anonymous visitors are always addressable with your multi-channel campaign strategy.
- Known to Customer: Reebok doesn’t hide what they’re trying to do – they are indeed trying to sell you items. Specifically for the Super Bowl performance though, the marketing team will know when the Ad was shown, can track how much web traffic was created, and then what sales came from that activity during that immediate window.
- Known to Advocate: The “Break your Selfie” tactic gets real people showing how passionate they are about cross-fit. These advocates are continuing the conversation in an organic way and reaching people in their networks that Reebok would have to otherwise spend millions to convert.
To summarize, I think Reebok did an excellent job uniting online and offline channels in such a way that marketers have maximum view into the success of the campaign to really know whether it performed to expectation.
Did any other Brandbowl Ad spots move you along a customer journey or did they take you down a dead end?