While Volkswagen benefitted from buzz produced by an early release of its popular Darth Vader Super Bowl commercial last year, that strategy has failed this time around, according to pre-game data from Clearspring’s AddThis.
AddThis, which provides sharing tools — like Facebook and Twitter buttons — to 1.2 billion users per month on 11 million different sites, measured the early releases of Super Bowl ads from VW, Priceline, GoDaddy, and Honda to determine how much interest was shown by viewers. What their data shows is that content and timing must be perfect to sustain a commercial’s buzz.
VW showed sizable interest when their teaser was released mid-January, but that interest quickly tumbled. Greg Cypes, Director of Product for AddThis, notes that VW’s decision to release their teaser so far ahead of their commercial seems to have made it hard for them to sustain brand buzz.
But the content of the highly anticipated sequel to “Darth Vader Kid” also plays a role, and it seems like “The Dog Strikes Back” concept hasn’t lived up to viewers’ expectations.
Honda, however, was a brand that didn’t disappoint: Its Ferris Bueller commercial has continued to sustain viewer interest. Cypes puts it down to both the release of the teaser and full commercial closer to the game, as well as the nostalgia created by the ad.
After an enormous spike in interest, buzz for the Priceline Super Bowl ad died just like William Shatner.
There is a huge amount of buzz when the teaser, featuring a chorus of dogs barking the Star Wars theme, hits the web, but the interest falls as viewers wait for three weeks for the full ad to be released.
GoDaddy sustains awareness in their Super Bowl ads for most of the latter half of January, but interest levels are not as high as some other brands. AddThis thinks this is because GoDaddy continues to do the same kind of ads each year. This begs the question, if you aren't going to make a big impact in the Super Bowl, is it really worth the money?
Matthew Broderick's ad for Honda has excited Ferris Bueller fans around the world. Honda also made a good move by only waiting four days after releasing the teaser to post the full commercial on YouTube.
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