How To Win Big In Video Content Marketing: Super Bowl 50 Case Study

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With the Super Bowl, Summer Olympics, the Australian (probably) and American elections and the UEFA European Football Championships, 2016 promises to be a competitive year. And with these events expected to fuel a 4.7% increase in global ad spend, rivalries wont just surface on track and field.

This summers Rio Games has the potential to be the biggest digital Olympics yet, delivering ads designed to inspire and amaze...and win our hearts and minds. The Euros will also deliver action-packed spots from some big names, including a renewal of hostilities between age-old foes Nike and adidas, while we can expect a super-charged election cycle Down Under and in the US, with predicted ad spend of $1bn (source: Borrell Associates) powering campaigns for a controversial cast of candidates.

Dan Donnelly, EVP, managing director at Starcom MediaVest Group's SPORTS at SMG in New York, points out that seven-in-ten sports fans aremost engaged by pre-game contentand rituals, including participation in fantasy sports. Further, social media channels are expanding their sports offerings to tap into the new age and gender demographics that want sports content on their own terms at any time, any place and on any device,Sports fans are inherently social, Donnelly suggests. Indeed, 60% of millennials feel that sport is more about that than anything else.

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Live sporting events were seen as the last bastion of driving tune-in, and nowTV networksare taking new steps to extend their reach outside of the traditional TV format. In Dec, ESPN announced that it would stream live sports over its app and CBS is, for the first time, live streaming the Super Bowl game and ads online.

TheSuper Bowl(and likely many other huge televised events) made the jump from abroadcast advertisingbehemoth to digital advertising behemoth last year. Lets go to the tape from 2015:Super Bowl ads received 483.6 million online views and 9.2 million shares (Unruly Analytics);A record114.4 million viewerstuned in (note, this is only 23.7% of the audience that viewed the ads online);The livestream (without ads) was seen by 1.3 million concurrent users (Adobe Analytics);49% of people listed TV among any of the devices on which they previously saw the ad;51% of people only saw the ad on a digital device. Yes, that is over half the audience.

ESPN and CBS are leading the charge in aligning their content delivery withconsumer behavior. Consumers no longer differentiate among devices and watch TV content on screens large and small. At this point, its likely that media buyers are primarily driving the device distinction in budgets.

The IAB has been advocating for a TV+digital media mix for maximum ad effectiveness as far back as 2013, and Luma released a study showing that the last 10% of TV ad spend was essentially useless achieving a fraction of a percent increase in incremental reach and would be better put toward digital. This, and the 2015Big Game data, shows that TV alone wont get the job done. With the new $5 million price tag for :30 of air time for 2016, advertisers that create a coordinated multi-screen advertising plan will be the MVPs.

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Doritos Ultrasound 893,465 shares

The ad, whichfeatures a pregnant woman getting an ultrasound while her husband munches on a bag of Doritos, attracted a total of 893,465 shares, putting it way ahead of the extended version of T-MobilesRestricted Bling, in second spot (346,854 shares).

Doritos win brings Budweisers Super Bowl dominance to an end. The AB InBev companys ads have finished at the top of the pile for the last three Super Bowls, but the beer brand had to settle for third spot this year, withGive A Damn, featuring Helen Mirren, attracting 301,317 shares.

Despite a number of brands releasing their ads early online, this year has seen a significant decrease in sharing activity from the previous year. The top 10 ads have so far generated 2,889,156 shares online altogether a 36% decrease on what the top 10 managed at the same time last year (4,485,297) and only slightly higher than in 2014 (2,460,075).

In fourth spot is an ad celebrating the20-year anniversary of Pokemon, followed by the extended version of Heinzs cute Wiener Stampede in fifth. The 30-second version of the same ad also makes the top 10.While Doritos took the number one position, T-Mobile managed to get more ads in the top 10 than any other brand. Both the extended and 30-second versions of Restricted Bling starring rapper Drake, feature in the top 10, whileDrop The Ballswas in ninth despite only being released online yesterday.

Other ads to appear in this years top 10 includeHyundais First Date(6th), starring US comedian Kevin Hart, and Mountain Dews #PuppyMonkeyBaby (7th).Top 10 most shared ads of Super Bowl 2016Doritos UltrasoundAgency: Peter CarstairsTotal shares: 893,465T-Mobile Restricted Bling(Extended Version)Agency:Publicis SeattleTotal Shares: 346,854Budweiser#Give a DamnAgency: AnomalyTotal shares: 301,317Pokemon #Pokemon20: Pokmon Super Bowl CommercialAgency:OmeletTotal shares: 297,706Heinz Wiener Stampede (Extended Version)Agency:DAVID MiamiTotal shares: 295,805Hyundai First DateAgency:Innocean WorldwideTotal shares: 245,656Mountain Dew #PuppyMonkeyBabyAgency: BBDOTotal shares: 158,481T-Mobile Restricted Bling(30 Sec)Agency:Publicis SeattleTotal shares 124,551T-Mobile Drop the BallsAgency: Publicis SeattleTotal shares 113,668Heinz Wiener Stampede30 secAgency: DAVID MiamiTotal shares 111,643Notes for context: Jan 2016: Frito-Lays Doritos said its Crash the Super Bowl contest will end with Super Bowl 50 after ten years. The contest has given entrants who submit a video the chance to win an ad during the game as well as $1 million.The brands chief marketing officer Ram Krishnan recently toldFortune Livea changing demographic means there needs to be a new approach. It started in 2006, he said toFortunesLeigh Gallagher. To give you a perspective, MySpace was the most-visited website, Facebook was only in the dorms, iPhone hadnt come out until 2007.Why stop now? Brands have to keep evolving with time. If you look at when we started the program, millennial consumers were the target, he said. Theyve grown up.Our Doritos target is [now] Gen Z consumers and theyre already content creators, Krishnan said. You dont need a brand to play a role.But Doritos will have more fan-made ads proclaiming their love of the chips beyond just the Super Bowl in a new campaign, Legion of the Bold, according to Krishnan.What we want to evolve to is people can create content throughout the year, he said. The new campaign allows people to create 30-second ads, or even other types, for use by Doritos.The news comes as ads for this years Super Bowl are most costly then ever before at an estimated $5 million for a 30-second spot.

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'Ultrasound' made more people feel an intense emotional response than the average Super Bowl video (45% intense emotions vs norm of 35%)

Hilarity was the key emotion; 'Ultrasound' was far funnier than the Super Bowl norm (29% intense hilarity vs norm of 10%), although not quite as funny as Hyundai's 'First Date' (32%). Note that Super Bowl ads tend to be funnier than the US Market norm (10% intense hilarity vs US norm of 5%).

Hilarity was amplified by cognitive responses (mixture of surprise and shock) which were more prevalent than the Super Bowl norm. 'Ultrasound' was the second most shocking video of this year's Super Bowl (behind Colgate's 'Every Drop Counts')

The ad elicited social motivations among an average number of viewers, with Opinion Seeking as the top motivation (viewers wanting to see if their friends found the video funny or shocking)Although negative and primal responses were below average, 'Ultrasound' was polarising; it was the second most likely video to make viewers feel worse about the brand (after Mountain Dew's 'Puppymonkeybaby') 5


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A gaggle of celebrities couldnt drive sharing:Advertisers may have many reasons for hiring celebrities for their ads, including hoping the halo effect of the celebritys personal brand will rub off onto their brands. But lets do the math.There were many celebrity ads this year, and video sharing was down more than a third compared to last years game.Celebs add cost to an already high investment. They should come with a caution label as Unruly data has shown they can actually be polarizing. Dont believe us? Lets take a closer look:In 2014, Bob Dylan starred in a 2-minute long Chrylser American Import ad which only received 7% brand recall;T-Mobile hired Kim Kardashian last year, but she is so polarizing that the ad only received a 0.29% share rate;Liam Neeson shined in last years Clash of Clans ad but maybe a little too brightly. It had the lowest tested brand recall of 2015.Doritos won the Super Bowl this year without a celeb in sight

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Does too much branding within a video put people off sharing? Many people think the answer to this is yes and there are plenty of so-called viral ads that are executed guerilla style, with little or no branding. Research from Karen Nelson Field proves that, on average, it takes a brand 30 seconds to reveal itself in the video. YET she found absolutely NO evidence to support that branding hampers sharing. There was no statistical relationship between sharing and branding; on the contrary, the High Arousal Positive videos, the type of video displayed the most, have the highest level of branding.

Wed argue that its not the level of branding that matters, its the way in which the brand is present. In the Coke Happiness ads, the Coke vending machine is at the heart of the video, its the main character of the video and that drives a valuable virality rather than pouring a marketing budget down the sink. In the Doritos ad the product is an integral part of the story

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Doritos also launched the ad early to rack up a large number of video shares ahead of the Big Game broadcast. This ad was #1 on our top shared ads chart prior to the Super Bowl Sunda & was launched in Nov 11.

73% of shares pre-game (4,638,401 shares)

The total number of shares launched during Super Bowl: 1,756,3689


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