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I didn't catch that -- were they saying that they didn't take out ad spots this year and instead elected to let a "little business" use their slot?
Cool that you disagree -- I was just posting some food for thought. I can think of a lot of great marketing opportunities with $3 million than just spending money on one ad. Yeah, the Super Bowl ads do get a lot of repeat viewings online, but you're still spending a ton of money for a single advertisement vs. spending way less on a commercial that will have similar spread (as Old Spice did), or you could save the money to spend on different advertising opportunities, as Pepsi has elected to do.
I've noticed some movies doing this (e.g., myspace.com/nameofmovie or becoming a fan of the movie on Facebook) but not so much with companies specifically registering a URL to redirect to their fan page. I more see companies advertising to "become a fan of [brand] on Facebook" in addition to their standard company URL.
Eh, who's really talking about Coke though? Their ads were pretty lackluster and forgettable, so I don't think it really hurt Pepsi that much to opt out this year.
Enterprise actually tweeted at me -- apparently they do have an account (@enterprisecares), but I couldn't find any mention of the account on their website so they could probably do a better job of advertising their social media presence. I also suggested that they try an claim @enterprise on Twitter since it's an abandoned account.
That's a good idea -- I'll try to do a follow up post soon. :)
I agree -- the key is to put a unique perspective on a piece of news so you're not just rehashing what everyone's already seen and heard before.
Ha, thanks for the additions. :)
Thanks for the additional info, Ben!