Going for the Extra Point:Integrated Marketing LessonsFrom the Super Bowl

Anthony IaffaldanoSenior Director of Marketing

Today’s Agenda

• Overview of the Study

• 2009 Results

• Integrated Marketing Best Practices

• Q&A

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Introduction to Reprise Media

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Founded in 2003

Part of the Interpublic Group

Offices:•New York (HQ)•Boston•San Francisco

Full-service search and social media marketing firm

Search Marketing Scorecard Overview

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5th Annual Search Marketing Scorecard on the Super Bowl

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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

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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,

80% of internet sessions begin with search

Search is the Gateway to the Internet

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E*Trade Babies SEARCH

SERVICES

Organic Searchand

Social Media

Paid Search

SOURCE: Harris Interactive Study

Measurement Criteria

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*1 2

3 4

Television Integration

* ****

Search Engine Marketing

Landing Page Social Media Marketing

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**• URL

• Call to action

• Keywords

• Ad copy

• Slogans/ Spokespeople

• Profiles

• Video content

• Integration

• Integration

• Extra content

• Call to action

Top-Line Results

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Results

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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

Integration is on the rise

• 1 in 5 ads included an online call to action

• 69% of brands represented in paid search

• 51% of brands incorporated social media

• Only ¼ built links between their landing pages & social media

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Percent of brands appearing in organic & paid results for their brand name

Integrated MarketingBest Practices

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Maintain A Consistent Message

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Guide consumers that seek you out

Make Your Landing Page A Jumping Off Point

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Use Social Media to Engage With Customers

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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

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Anticipate All The Ways People Might Look For You

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“Cars.com”“Confidence Comes Standard”

“David Abernathy”“Gompers”“Aristotle”

Anticipate How They’ll Search For Your Competition, Too

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“Your Calling Is Calling”

“Start Building”

Oh, And Don’t Forget About Your Website

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+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

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For more Search & Social Media Coverage: www.searchviews.com

anthony@reprisemedia.com Twitter: @brooklahn