Arment Dietrich

Can a Tweet be More Effective than a Super Bowl Ad?

By: Arment Dietrich | November 4, 2010 | 

Ford on TwitterFord Motor Company believes social networking sites such as Facebook and Twitter can gain them greater word-of-mouth opportunities within their target audiences for less money than Super Bowl ads.

“Customers are spending as much time with the mobile smart phone or online as they are watching TV now, so our advertising dollars have to flow to where the people are,” says Jim Farley, Ford’s marketing chief.

But why are companies just realizing this now? That is true, but when you make new friends, you don’t forget the old.

Has last year’s announcement that PepsiCo Inc. would no longer pay for Super Bowls ads trickled down because of budget constraints or have they created a new case study for their advertising efforts (or lack thereof)?

The Super Bowl is still one of the most watched television programs and according to Nielsen, “over half of the audience that tunes into the Super Bowl enjoys the commercials more than the actual game.”

I believe in social media but I also believe in those commercials. To me the good ones get media exposure for a long time. During the weeks following the Super Bowl, I see the replayed commercials everywhere. They either take up my Facebook wall or someone tells me to watch them on YouTube.

Will the Super Bowl be as fun this year without our beloved launching of great commercials?

  • Great topic!

    This is clearly a ploy at trying to get Super Bowl ad rates to come down and/or these companies can’t afford to have those ads anymore and this is a way of making it seem like they are choosing not to pay for them.

    You are right on the money about how we remember the ads weeks after they air. The thing with advertising during the Super Bowl is that it’s to get your name out there (GoDaddy) and to have your product on people’s minds. It is not like after I saw that kids slap the guy and say, “Keep yo hands off my mama. Keep yo hands off my Doritos.” That I straight went to the store and bought a bag of Doritos.

    Basically it comes down to what are the chances that you even see a Tweet? Even more, does anyone here follow or LIKE Ford on Facebook? I mean ever since the LIKE thing started publishing articles/stuff in my Facebook stream, I started LIKING less and less. While it can be and is used for marketing, etc. Facebook is primarily for social networking. I’d dare say the majority of people do not want their streams cluttered with stuff from Doritos, Pizza Hut, Ford, Budweiser, etc. Feel free to disagree, but please explain because I want to know.

    Tweets are very that moment. Meaning, if the person isn’t checking their Twitter when you send the Tweet, chances are they won’t see it unless they look on your Twitter page and you haven’t updated since your last Tweet. Most people don’t follow just a handful of people, so all the Tweets from other users would move your Tweet down. I guess some people may read every Tweets in their stream. I assume not, but let me know if you do.

  • I agree that this definitely sounds like a good plan to help lower the costs of Super Bowl ads. Social media doesn’t replace traditional media. While Super Bowl ads get extraordinary coverage, I have to wonder…just because there was a funny ad about a certain drink…it never made me start drinking for example miller lite over bud lite either.

    Recently I’ve also noticed a decline in the quality and amount of creative and catchy ads. I wonder – perhaps more money is now put into the ad spot as opposed to the ad itself. Needless to say I think the ad rates are a little preposterous, and if anything perhaps social media can help to lower these rates and even out the playing field.

    Thanks for a good post and an interesting topic!

  • “What a douche! This guy likes his own comment?” – What you’re thinking

    No. This article mysteriously vanished as I posted this. The LIKE is for the fact that this comment still exists.

  • There is a time for everything,
    and a season for every activity under the heavens:

    Ecclesiastes 3:1 (NRV)

  • PBX

    If the person is well known and has lots of followers, it’s more effective.