Friday, February 29, 2008

Anheuser: We Based Super Bowl Buy On Web Integration

This appeared in MediaPost's Marketing Daily today....

"ANHEUSER-BUSCH'S BIG AD BUY DURING this year's Super Bowl was emblematic of a lot more than its need for reach during the game. According to Tony Ponturo, A-B's VP/global media and sports marketing, the company based the buy on extending into non-traditional media, and integration on the broadcast set and on the field."

"'Everything we do today is about how to extend our traditional media buys with new technology." he said, noting that the company garnered an additional 32 million views of its Super Bowl ads online the week after the game."

The extra "impressions" or views are great, but the real impact in my humble opinion comes from the time spent and the difference in sales. I agree with the strategy until you get the consumer online - then what?? Do you really just hope your audience watches your ads over and over again or do you want more substantial involvement? More of "substantial" engagement that can result in increased sales. Ultimately if the sales numbers in the following couple of months (only because we know that significant increases in awareness do not always result in immediate increases in sales - rather they often have a retro-active effect on sales) go up the real high fives occur, if the sales do not go up - then the strategy may not be as effective as thought and the online experience with the carry over audience should be re-examined. I am a big believer in the soft landing page - or the micro-site as it is more commonly known. If the audience is going online to watch a TV spot again - great! Give the audience what it wants, but once they have quenched their thirst for that entertainment, give them more to do, in a way that they enjoy. Keep the party going so to speak.

Get the entire article HERE

1 comment:

immixmarketer said...

"Then what?" is right!
Until those 32 mil views are capitalized, he needs to write the definition of "point of diminishing return" on the chalkboard, over and over again.

In your opinion, what is the most crucial bit of information to gain from a site visitor/user?

-Side note: Slowly but surely, I've been taking the steps to get out there on my, that is. (New media buying and planning), I' currently working with Busch Media Group on a plan, thus why this entry gained my attention, and after looking at your blog/company site/portfolio/Brian Phillips blog, I can't help but have questions for you.
I'm assuming you're out of Indianapolis?
If so, would you like to chat over coffee?