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Ken johns shares thoughts on groupon and living social super bowl ads

Ken johns shares thoughts on groupon and living social super bowl ads






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    Ken johns shares thoughts on groupon and living social super bowl ads Ken johns shares thoughts on groupon and living social super bowl ads Document Transcript

    • Groupon, LivingSocial Super Bowl debuts missed opportunity - Print Article - Direct Mar... Page 1 of 1 Print This Article<< Return to Groupon, LivingSocial Super Bowl debuts missed opportunityGroupon, LivingSocial Super Bowl debuts missedopportunityKen Johns, SVP, digital strategy, BrunnerFebruary 07 2011Daily deal competitors Groupon and LivingSocial went for the laugh with their Super Bowl ads and, to somedegree, they got it. Yet, in the process, these two brands might have missed a bigger opportunity. Obviously, bothcompanies commercials were about making a big splash during what was anticipated to be one of the mostwatched TV events of the year. However, Groupon and LivingSocial wasted a real opportunity to leverage whatthey already have going for them in the social space by not adding a stronger call-to-action. They missed themark by not making a special offer tied to their Super Bowl debut that could have created a sense of urgency withconsumers.I would love to see the statistics on the number of people who watched the Super Bowl while being online at thesame time. Taking advantage of that or having an offer with some staying power, even if only for a short periodof time, could have been game-changing for these brands. If you are a viewer who wasnt sure about what agroup-saving site is or does, then LivingSocial probably did a slightly better job describing it to you. Grouponsplay for big budget stars, such as Cuba Gooding, Elizabeth Hurley and Timothy Hutton, certainly packed somestar punch but didnt deliver to the level I expected, especially for what I consider to be an innovative brand.I saw more and better use of social media and the online space in general by the traditional companies and SuperBowl advertisers such as Volkswagen. These practiced veterans seemed to build a program around their spotswith teasers, sneak peeks and previews leading up to the airing on game day. I believe those advertisers did abetter job of driving consumer engagement. Ironically, thats what Groupon and LivingSocial do every day, butthey failed to do so during their Super Bowl debuts. Humor can have a positive, lingering impact when done well,but the Super Bowl advertising slot is a tough game in which to compete. The real test will be seeing who has aspike in visits and use in the days that follow.Ken Johns is the SVP of digital strategy at Brunner.http://www.dmnews.com/groupon-livingsocial-super-bowl-debuts-missed-opportunity/prin... 2/18/2011