Читать книгу Marketing in the New Media - Holly Berkley - Страница 9

Even if your company is not a specific advertiser in a major event such as the Super Bowl, thinking of phrases users may be searching for around a specific holiday or event can help you find access to new customers. For example, during the 2006 Super Bowl there was more than a 100 percent increase in searches for “appetizer recipes,” “salsa,” and “chicken wings.” If you own a local restaurant that delivers, or a catering service, or any company that can benefit from this or related keywords, you can put your company ad in front of a target audience without having to spend hundreds of thousands of dollars.

Clearly the biggest winners in the Super Bowl XXXIX ad campaigns were the dot-coms. They understood the power of the Internet in measuring ad success and encouraging customer interaction with brands.

CareerBuilder.com, GoDaddy.com, and Overstock.com all complemented their Super Bowl television ads with keywords buys and landing pages that rewarded users for visiting their websites after the game.

According to comScore Networks, Go Daddy’s “wardrobe malfunction” ad campaign proved most successful, shooting their traffic up 1,564 percent after the Super Bowl ad, achieving more than 439,000 unique visitors for one day. The controversial company played on the fact that their first rounds of commercials were not suitable for air on ABC, and specifically told audiences to “see more coverage at GoDaddy.com.” This direct call to action helped Go Daddy achieve more Internet traffic than any of the other top brands that purchased five times more airtime than Go Daddy (comScore Networks, February 2006).