the rut of sameness
beyond service: your customers may not care, but you should

dear agencies: why didn't we see social calls to action in the superbowl?

Coke adzone

Dear Agency and Brand People,

You are smart, smart, smarty smart people.  You're creative.  You're strategic.  And there's something I just don't get.  Why didn't we see a social call to action tonight?  Why didn't we see a single Facebook url?

Your 2.5 million dollar investments could have gone a lot further.  Years ago you used to run website urls.  You used to connect to the web.  But this year you seem to have given up.  And it strikes me as odd.

When so many viewers are interacting, that the Dockers site crashes under the load, why aren't other advertisers putting calls to action in their spots?  And most notably, why aren't brands putting social calls to action in their spots?  Or, social-mobile?

Coca Cola ran two new spots. Well crafted spots, they spoke to Coke as a brand in a beautiful way.  I was already invested in these spots, as I had seen a preview of them on Coke's Facebook page (I'm a fan).  In addition, Coke is sponsoring the AdZone on Hulu.  The Hulu sponsorship contains a social call to action, with the obligatory Become a fan on Facebook.  Yet Coke's TV spots didn't so much as mention Facebook.  Something doesn't add up. 

Social is a connective tissue.  It ties your upper funnel branding into a real, interactive, human engagement.  It makes it real.  And at the very least, a social call to action in a branding spot opens the window for community and CRM.  And to Gary V's point, it's not like Denny's is drouning with the 25K fans they have right now.  The last they could have done was copy TGI Fridays! (TGIF is a client)

Many advertisers spent a lot of money tonight.  It's a shame none of them tied it back to Facebook (at the very least).  I can't help but scream, WHY NOT?

Sincerely yours,           

Perplexed    

PS - kudos to Oreos (client) for putting their Facebook URL in their playoffs spot.  Well done. 


Comments