Super Bowl XLIV and the Web

The Super Bowl is known to be an event that features not only the year's best in professional football, but also the year's best in television advertising.

Many football fans and non-football-fans alike watch the Super Bowl for the sake of seeing the commercials just as much as - or more than - for the sake of watching the actual football game. And this year, I don't think those viewers were disappointed. Most of the commercials were very well done; many were funny; a few were slightly disturbing. And the football game was exciting, too.

But what impressed me most about Super Bowl XLIV was the number of brands that integrated their television commercials with free bonus content on the Web.

Several companies allowed web users to see "sneak peeks" of their Super Bowl spots during the week before the game. Many of these offers tied into a reciprocity technique - after watching the short clip, users were encouraged to follow the brand on Twitter, or to use a promotional code to receive a discount at the brand's online store. And after the game, some brands then emailed links for the full versions of their ads to users who opted in to their mailing list.

Also this year, all of the Super Bowl commercials were made publicly available to users after the spots aired during the game. Viewers can watch all 71 commercials at www.youtube.com/adblitz, and between now and February 14, can vote for their favorite.

Of these Web-integrated Super Bowl campaigns, my personal favorite is the HomeAway ad:



This ad is actually a trailer for a new short film, available for viewing pleasure at HomeAway.com. Clark and Ellen Griswold return in "Hotel Hell Vacation," much to the delight of this particular National Lampoon fan. Visitors to the site can also watch other short videos, play the Griswold Getaway game, read (and vote for their favorite) user-submitted hotel horror stories, and enter to win a dream vacation.

With these and the other web-integrated Super Bowl advertisements, it seems that brands are beginning to understand how offering free, fun, accessible content to audiences can help to build customer relationships. As companies provide content like this, they associate their names with enjoyable experiences, and create opportunities to delight customers and to form positive impressions and reputations in the minds of consumers.

And after a customer spends 15 minutes exploring this fun content, he might also explore the actual product information on the rest of the brand website. Or at least remember HomeAway.com, for example, the next time he plans a family vacation.

Great job, HomeAway.com and others. I hope that next year, your Super Bowl ads will go one step further, by integrating with mobile content as well (as blogger Steve Smith points out).

Happy Independence Day

In honor of the birth of my country, of the freedoms which our founding fathers proscribed for us, and of the men and women throughout history who have died to preserve those freedoms, I would like to share this, my favorite Super Bowl commercial of all time. (My gratitude to Anheuser-Busch and to the person who posted this video on YouTube.)



This commercial aired during Super Bowl XXXIX in 2005. Only recently did I have the honor of participating in a similar welcoming home of American troops as they disembarked in the DFW airport. It thrilled my heart to see the number of people who stood and applauded - regardless of personal views on Operation Iraqi Freedom and the present and former presidential administrations - as these servicemen and women walked by.

It is always an honorable thing to give thanks where thanks is due.

I thank God for orchestrating events so that there was brought forth upon this continent a nation conceived in liberty, and dedicated to the proposition that all men are created equal. I thank God for showing mercy to our nation, even when we have trampled on the avowedly inalienable rights of some - the American Indians, the enslaved, the unborn.... I thank God for the men and women who have, for their allotted time, stepped into terribly difficult positions of leadership in our government. I thank God for the men and women who have risen in the midst of fierce opposition to declare to our country what is right and true. I thank God for the men and women who fight every day - with arms, with words, with actions - to protect the liberty of American citizens and of people around the world. I thank God for men and women who love my country enough to want to make it better.

"Greater love has no man than this, that he would lay down his life for his friends."

May God continue to bless America. And may America bless God.

Happy Fourth of July.