The Super Bowl is the ultimate in football. It’s also the ultimate in engaging, entertaining and expensive commercials. As you know, social media has done its part to impact the advertising campaigns—so we are taking a run at finding the commercials with the most winning pre-bowl online buzz. As we have seen in the past, many ads use their Super Bowl TV time to deliver part of the content during the game while driving viewers to the website to finish the ad’s narrative. But this year, many savvy marketers have mastered the art of the the online tease in the weeks leading up to the game. These campaigns are driving plenty of pre-game social media buzz right now—and we expect it all to culminate in an online and offline ad-fest on Super Bowl XLVI on Sunday, February 5. So which ads will score the biggest win on the big day? You’ll have to wait until game time to find out. Until then, here are the ads you’re sure to be talking about before the curtain goes up ...

2. Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz
The Super Bowl is the ultimate in football. It’s also the ultimate in engaging,
entertaining and expensive commercials. As you know, social media has done its
part to impact the advertising campaigns—so we are taking a run at finding the
commercials with the most winning pre-bowl online buzz.
As we have seen in the past, many ads use their Super Bowl TV time to deliver part
of the content during the game while driving viewers to the website to finish the ad’s
narrative. But this year, many savvy marketers have mastered the art of the the
online tease in the weeks leading up to the game. These campaigns are driving
plenty of pre-game social media buzz right now—and we expect it all to culminate in
an online and offline ad-fest on Super Bowl XLVI on Sunday, February 5. So which
ads will score the biggest win on the big day?
You’ll have to wait until game time to find out. Until then, here are the ads you’re
sure to be talking about before the curtain goes up ...

3. 1. Skechers
Has Kim Kardashian Gone to the Dogs?
You might think that an ad with a
bombshell socialite would be always be a
winner, but Skechers caused more buzz
this year with a different type of star. No,
we’re not talking about billionaire Mark
Cuban, but rather … the greyhounds.
This ad caught some early heat. It
features Mr. Quiggly, a French poodle,
wearing Skechers as a race contender at
a greyhound racetrack. Animal activists
were instantly up in arms. The
blogosphere was abuzz with discussion—
as seen in the comments on Skecher’s
YouTube sneak peek. Skechers assured
the public that no dogs (or Hollywood
celebrities) were injured in the making of
the advertisement. We wish Mr. Quiggly
the best of luck in his racing sneakers.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

4. 2. Go Daddy
Danica Patrick and The Pussycat Dolls
Sex sells. Nobody knows this better than
Go Daddy. This web hosting service
provider’s effort this year will likely not
wander far from its tried and true “sexy
strategy” of previous years. The online
audience never seems to get tired of
mentioning it, either.
The Go Daddy preview includes race
star Danica Patrick and Jillian Matthews
body painting a seemingly nude model.
During game time, you’ll be driven to Go
Daddy’s website, to see the “rest of the
story.” Combine that with the inclusion of
the Pussycat Dolls and you’ve got a
sizzling offering. Add in the counter
conversations online about sexism and
lingering attention online from SOPA
activist boycotts, and you’ve got some
game winning online buzz.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

5. 3. E-Trade Baby
May the Best Man Win
We can’t get enough of the E-Trade baby.
The brand’s past commercials have
included a wide array of humorous
scenarios weaving the service’s benefits
into a trading toddler’s witty dialog. Since
he’s gotten his mobile phone, he’s been
unstoppable.
Our research using the Sysomos MAP
listening tool shows 50% of the
demographic talking about the E-Trade
baby and the Super Bowl online are 36-50
years old, a perfect sweet spot for this
company’s products. With multiple millions
of video views over the years, the current
online conversation around the brand is
high, but surprisingly not all favorable.
We’ll have to see if the company’s
commercial will deliver again this year.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

6. 4. Priceline
Is the Negotiator Dead?
William Shatner is leaving Priceline after 12
years as its spokesperson. His departure
will end an era of stilted-response comedy
pieces and successful promotion. What
better way to end his reign than with a
cliffhanger?
In Priceline’s Super Bowl preview, Shatner
saves a busload of tourist passengers. He
then reveals yet another compelling and
competitive feature of the travel service
while demonstrating its ease of use via
mobile phone before plummeting to a fiery
death over a cliff. Weave in the real-life
crossover storyline about Shatner’s leaving
and you see lots of chatter resulting online.
In fact, 400K+ of you have so far watched
him explode to his demise…or did you?
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

7. 5. Bridgestone Tires
Titans of Tread
This one doesn’t use sex to sell. It
elevates scientist geeks to titan status
using sports stars, humor, and an
unfolding product launch mystery. With
1.3M+ views so far, the video is doing a
great job driving traffic for the brand.
The positive sentiment numbers of the
online buzz is impressive, according to
Sysomos MAP. The demographics skew
slightly younger (21-35 years old) and
the conversation around the brand’s
new product that will be announced
during the game is strong so far. Super
Bowl chatter tied to the brand is
clustered around its contests and
behind-the-scenes videos, and sports
star interviews. Overall, for an ad with
more humor than sex appeal, this one
rates high.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

8. 6. Coke
Polar Bears, Animation, and Real Time Engagement
If you thought you’d be able to just sit
back and watch the game, forget it.
Coke’s classic polar bears will make the
game truly interactive. They’ll tweet or
post Facebook updates to Coke's social
media accounts during the game, and
they’ll encourage you to play along.
What’s impressive about Coke’s
campaign is that all of its social media
platforms are integrated into one
experience. The bears will react in real
time to the outcome of the game—and
you’ll be able to send virtual sodas to
your friends via Coke’s Facebook app. It
should come as no surprise, then, that
the campaign has become a media
darling—with thousands of online
mentions about the comprehensive
campaign’s innovations.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

9. 7. Fiat 500 Abarth
You’ll Never Forget the First Time You See One
Fiat is a new advertiser this year, with 3M+
video views and counting on its sneak
peek video. This pre-game performance
definitely shows it as a newbie contender
for great commercial.
Enter the sexy approach one more time.
An exotic beauty launches into a tirade
that evolves into a seduction and when the
young man wakes up, he’s staring at a
Fiat. The online buzz is narrow, but it’s
largely positive and focused on the Abarth.
Not bad for a new contender. Fiat has
done a very good job for a first time entry
at driving attention to their message—both
online and off. For playing with heart, we
picked Fiat.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

10. 8. Mystery Choice
Matthew Broderick Reprises Ferris Bueller
We wish we could tell you what brand this
one is about, but we can’t. The pre-game
buzz is all about that question itself, as
reported widely in mainstream media.
Rumor (i.e., well-placed promotion and
innuendo) has it that Matthew Broderick
will revive his quintessential Ferris Bueller
role. For what company? The front-runner
seems to be Honda. We can’t wait to find
out and, apparently, neither can you. The
video is only 12 seconds long and
declares, “How can I handle work on a day
like today?” as Matthew whisks open his
hotel room curtains, dressed in his robe.
Your guess is as good as ours, but online
conversations are lit up with speculation.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

11. 9. Doritos
Taking It to the People
We love it when social media is the
engine driving grassroots crowd sourcing.
We also love it when a company launches
a massive contest with a fully integrated
social media campaign attached to it. We
say crunch all you want, because they’ll
make more!
The Doritos online campaign has it all:
consumer video submissions, cash prize
given away as the votes reach
milestones, social media profile
integration, and prize money for the video
winners (who we all get to vote on). With
the videos ranging from a handful of
views to 2M+ and counting, the effort has
been a real hit. We can’t wait to see the
final piece.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

12. 10. Volkswagen
Star Wars and The Bark Side
You’re doing something right when your
sneak preview video racks up 9.3M+
views long before game day. You also
know that you’re still going strong from
the previous year (50M+ views) when
you use the same blockbuster movie
theme again.
Dogs are big this year and the
Volkswagen commercial is no
exception. These canines sing a
rendition of a Star Wars anthem with
promises of more to come in the saga.
The theme continuation speaks to the
demographic Volkswagen is seeking to
reach. The website offers a galactic
invitation if you get connected via
social and we will await to find out what
that means.
Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz

13. Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz
If It’s Not Broken, Don’t Fix It
Some might argue that the formula for Super Bowl ads is just too…well,
formulaic. Maybe it is. But when a formula works, why change it?
What impresses us is the way companies are increasingly integrating social
media campaigns into their efforts. CBS is asking everyone to vote on their
favorites. Doritos is letting the viewers chose the commercial. The Coca-Cola
bears will let fans offer a virtual coke in celebration or condolence. The
integration of applications, cross-platform campaigns and more will make for
many firsts in the world of advertising and social media. We say, game on!
To read all the Pulses and other Slideshare.net presentations, click here.

14. Super Bowl Sneak Peek:
10 Ads with Winning Online Buzz
Next on “The Pulse”:
Doing Good by Doing Right: 10 Most Socially Engaged
Nonprofits
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