Big Game Marketing – 15 Lessons From the Field

Market Report Details Missed Engagement Opportunities by Major Ad Agencies to Maximize Reach and Consumer Interaction

A new report by Chicago-based IP firm Intelliname reveals that a majority of the commercial ads featured during the Big Game this past Sunday missed major opportunities to drive positive engagements to score added points. The illustrative report provides a comprehensive look into how major advertising agencies failed to incorporate creative paths and intuitive experiences that consumers could follow to get the most from brand interactions.

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“These are the most expensive advertising slots in the world,” said Robert Davis, Director of Branding. “If there was ever a time for smart thinking on how to maximize forward momentum from each commercial, to guide viewers to the fullest interactive experience, and to showcase innovation using everything technology has to offer – this was absolutely it.”

The report highlights 15 examples where major brands could have utilized alternative communication strategies to create secondary touch points, with focus on intuitive domain names that would add strategic value to the overall messaging for each campaign. The review draws attention specifically to the choices made for how each commercial was ended, and what avenue, if any, was incorporated to enhance viewer participation.

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“In general, we saw a lazy mass approach to planning and engagement strategy, especially given the depth of possibilities for secondary videos, personalized environments, and call-to-action opportunities,” commented Davis. “With so many directional options at our fingertips, poorly thought out end caps should never be accepted as the new norm. For the most part, it looks like talented creative work went into visual production, and then fifteen seconds was spent deciding on a random hashtag at the cost of the total experience. Hoping for the slim chance that your hashtag goes viral is not a strategy, especially given the lack of messaging control, competitive influence, and subject hijacking that can take place once released into an online environment. Companies are giving up too much of themselves and their brand identity through poor market execution.”

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