The Super Bowl is becoming more social. Call to actions with hashtags exceeded CTAs with URLs in 2014, according to L2’s Digital IQ Index: Beer. Close to half of Super Bowl spots had a hashtag, a 16% increase from the year before.
YouTube accounted for a large portion of Super Bowl commercial views. Brands that purchased a Super Bowl spot achieved a 16.8% lift on YouTube on average, with the main boost happening the week before the game. For example, Budweiser’s YouTube views increased by 451% in the week before the game. One brand, Newcastle, was able to gain exposure without a Super Bowl ad through a campaign centered around a YouTube video “If We Made it” starring Anna Kendrick.
But this year, Facebook might be the preferred alternative or complement to a Super Bowl TV spot. Freshpet’ YouTube spot – released in December – received 20 million views on Facebook vs. 7.5 million on YouTube. Wix, a first time big game advertiser, is putting teaser ads for a native Facebook video instead of linking to YouTube. Marketers prefer Facebook’s autoplay feature, as well as the communities in place that encourage viewing and sharing. Among Beer brands, Heineken, Budweiser and Bud Light are poised for Facebook video success due to their large communities.
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