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Bridging The Gap Between Off-line And On-line Advertising :: A Superbowl Case Study
By Rob Sullivan1 -
I just don’t get it. Advertisers spend millions of dollars for a 30 second or 1 minute spot in a football yet in many cases they fail to follow through online.

I mean, if you are going to spend that much money to get your product visible wouldn’t you want to back that up somehow?

In this article I look at some of the shortcomings of a Super Bowl campaign and what I think advertisers should be doing about it.

So, Super Bowl 40 (sorry XL) has come and gone. Like so many other people I of course watched the game. Not so much for the but for the commercials.

You see, Super Bowl Sunday is the time of year when many companies launch their year’s advertising program starting with an inaugural Super Bowl commercial.

And like every year, the usual suspects were there – Budweiser, GoDaddy, Pepsi and Coke to name just a few.

Now, there are some interesting things that took place with the commercials this year. For one thing, there were a lot of web properties hosting the ads online. Last year there were only a handful, but this year big names like Yahoo! and Google got into the ads.

Even the NFL website had the ads on its site appearing immediately following the game.

But what perplexes me is that none of these advertisers (except perhaps for GoDaddy) attempted to relate the offline advertising done during the with anything they did online.

For example, if you were to take a look at any of the Pepsi, Coke or Budweiser websites before the game, you'd find no mention of the Superbowl. Pizza Hut did a little better job with the givaway of the boots Jessica Simpson wore during the commercial but that’s about it.

In today’s era of cross platform marketing I’m surprised that none of these sites really tried to build buzz leading up to the Super Bowl with their websites.

Further, there was little change to these sites during the or even after. It’s as if the advertising during the happens in a vacuum with no consideration for other media.

Granted they are spending millions for the right to have their ads show up during the but in light of that I would think spending a few thousand to ensure the website helps further promote their message would be in order.

In fact it’s always bothered me when a company does TV advertising and the website doesn’t reflect the

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