A recent article in Business Week entitled “Teleflora’s Super Bowl Ad Got Best Online Buzz for the Buck” poses some questions for the world of marketing. A social media tracker, Networked Insights, followed online searches before and after the Super Bowl.
What they found is that Teleflora “saw a jump of 1464% in the number of online mentions the brand got in the days immediately following the Super Bowl ad.” Cash4Gold.com and Careerbuilder.com also saw online mentions of brand increase tremendously.
Networked Insights is allegedly able to see “how big a boost each brand got for every $1 million it spent on a Super Bowl ad,” which they have dubbed “Online Buzz ROI.” Teleflora’s online buzz ROI came in at 488%. This is an interesting concept because it suggests that television advertising is not dead, as some have suggested in the past.
Rather, the argument could be made that television advertising has helped to boost the online marketing efforts in this case. The amount of “free” advertising or “buzz” these companies received online after the Super Bowl has been significant. But, on the other hand, one could argue that this has happened because people look forward to watching the Super Bowl live and are conditioned to anticipate and watch Super Bowl ads. That said, it is phenomenal how much exposure brands can have after placing one or two clever ads during this event.
Source: http://www.businessweek.com/the_thread/brandnewday/archives/2009/02/telefloras_supe.html?campaign_id=rss_blog_brandnewday
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