What makes a good Super Bowl ad? Humor, drama and of course memorability. These were some of the main staples of a Super Bowl for the longest time. Now, I believe another quality has been added to that checklist: shareability.
Being sharable is so important for not just Super Bowl ads but any television ad nowadays. While TV ads are fleeting when (and if actually) watched on TV, being sharable extends the life of the ad. Shareability allows the ad to gain and create greater depth in the scheme of an ad campaign. Just as measuring reach in social media isn’t as important as measuring engagement, as stressed here by Forbes, simply presenting a funny or touching ad during the Super Bowl won’t do near as much good as presenting a sharable ad your audience can in turn engage with.
If sharable, not only will the ad be viewed for its 30-60 seconds of fame during the Super Bowl, it will then be shared on social media where (hopefully) people can interact with the ad and its brand. This interaction could take place in the form of a hashtag associated with the ad, encouraging the audience to create consumer generated content (CGC) or maybe the ad was about a topic that already has a large portion of people engaging with it on social media.
Instead of making a list of my favorite Super Bowl ads based only on their entertainment factor, I chose my two favorite ads that I were not only the funniest or most touching or most memorable, but also have that sharable factor to them.
This ad features the hashtag #DriveProgress and is a monologue of a father with hopes he someday can tell his daughter women are valued as equal to men by society. It’s a very touching ad with powerful graphics and a serious, yet uplifting tone. The hashtag allows people to interact with the brand after the ad and ties into many important topics happening in our country right now. Taking a social stance as Audi has done will hopefully increase brand attitude among the public and in turn increase Audi’s brand equity.
T-Mobile featured three different ads during the Super Bowl. One with Justin Bieber, which ended up on AdWeek’s Worst 5 SuperBowl Ads list. One with Snoop Dogg and Martha Stewart which was pleasantly punny and deserves a thumbs up. And then there was this one: #NSFWireless with Kirsten Schaal. It was hilarious and (pop)culturally relevant, poking fun at the Fifty Shades of Grey franchise which has its second installment set to release next week. Its humor was spot on and perfectly packaged to share with the #NSFWireless hashtag.