Going for the Extra Point: Integrated Marketing Lessons From the Super Bowl Anthony Iaffaldano Senior Director of Marketing

Today’s Agenda Overview of the Study 2009 Results Integrated Marketing Best Practices Q&A

Overview of the Study

2009 Results

Integrated Marketing Best Practices

Q&A

Introduction to Reprise Media Full-service search and social media marketing firm Founded in 2003 Part of the Interpublic Group Offices: New York (HQ) Boston San Francisco

Full-service search and social media marketing firm

Founded in 2003

Part of the Interpublic Group

Offices:

New York (HQ)

Boston

San Francisco

Search Marketing Scorecard Overview

5 th Annual Search Marketing Scorecard on the Super Bowl Measures advertisers’ performance linking game-day TV commercials with an integrated brand presence in search and social media Questions answered by Scorecard: Which brands successfully engaged their audiences online? Which advertisers could improve in their cross-channel offline/online integration? How effective are TV commercials at driving people online? Which online advertisers successfully “Ad Drafted” off of the Superbowl ads bought by competitors? http://www.reprisemedia.com/scorecard.aspx

Measures advertisers’ performance linking game-day TV commercials with an integrated brand presence in search and social media

Questions answered by Scorecard:

Which brands successfully engaged their audiences online?

Which advertisers could improve in their cross-channel offline/online integration?

How effective are TV commercials at driving people online?

Which online advertisers successfully “Ad Drafted” off of the Superbowl ads bought by competitors?

Why the Super Bowl? Audience: 151.6 Million Attention: 54% of viewers tune in as much for ads as game Action: 30% of viewers “likely to visit the websites of Super Bowl advertisers” *Nielsen Media Research, February 2009 *** Hanon McKendry Poll,

Audience: 151.6 Million

Attention: 54% of viewers tune in as much for ads as game

Action: 30% of viewers “likely to visit the websites of Super Bowl advertisers”

80% of internet sessions begin with search Search is the Gateway to the Internet SOURCE: Harris Interactive Study E*Trade Babies SEARCH SERVICES Organic Search and Social Media Paid Search

80% of internet sessions begin with search

Measurement Criteria * 1 2 3 4 Television Integration * * * * * Search Engine Marketing Landing Page Social Media Marketing * * * URL Call to action Keywords Ad copy Slogans/ Spokespeople Profiles Video content Integration Integration Extra content Call to action

URL

Call to action

Keywords

Ad copy

Slogans/ Spokespeople

Profiles

Video content

Integration

Integration

Extra content

Call to action

Top-Line Results

Results TOUCHDOWN FUMBLE Overall Winner: E*Trade Hall of Fame: CareerBuilder, GoDaddy Consistent Performer: Pepsi Newbies: Cash4Gold, Kellogg’s Frosted Flakes Beer: Budweiser / Heineken Movies: Pixar’s Up, Transformers 2 Restaurants/Fast Food: Taco Bell, Denny’s

Overall Winner: E*Trade

Hall of Fame: CareerBuilder, GoDaddy

Consistent Performer: Pepsi

Newbies: Cash4Gold, Kellogg’s Frosted Flakes

Beer: Budweiser / Heineken

Movies: Pixar’s Up, Transformers 2

Restaurants/Fast Food: Taco Bell, Denny’s

Integration is on the rise 1 in 5 ads included an online call to action 69% of brands represented in paid search 51% of br ands incorporated social media Only ¼ built links between their landing pages & social media Percent of brands appearing in organic & paid results for their brand name

1 in 5 ads included an online call to action

69% of brands represented in paid search

51% of br ands incorporated social media

Only ¼ built links between their landing pages & social media

Integrated Marketing Best Practices

Maintain A Consistent Message Guide consumers that seek you out

Guide consumers that seek you out

Make Your Landing Page A Jumping Off Point

Use Social Media to Engage With Customers Twitter provided several companies with a way to engage directly with their consumers. Which can be both good and bad….

Twitter: Real-Time, Incredibly Blunt Feedback

Anticipate All The Ways People Might Look For You “ Cars.com” “ Confidence Comes Standard” “David Abernathy” “Gompers” “Aristotle”

Anticipate How They’ll Search For Your Competition, Too “ Your Calling Is Calling” “ Start Building”

Oh, And Don’t Forget About Your Website +1,719% * *TNS Compete, February 2009

Summary Use consistent messaging across channels Your landing page can also be a starting point Anticipate all variations on user demand , both for your brand and your competition Stress test your campaign components

Use consistent messaging across channels

Your landing page can also be a starting point

Anticipate all variations on user demand , both for your brand and your competition

Stress test your campaign components

For more Search & Social Media Coverage: www.searchviews.com anthony@reprisemedia.com Twitter: @brooklahn