$133,333.333 per second.
Or $4 million for a 30-second Super Bowl commercial. That is a ridiculous amount of money.
The brands that bought an ad and were featured in the second half really lost. Seattle was up 22-0 at halftime and manhandled the Broncos. A lot of people turned the game off either at halftime or in the 3rd quarter.
We watched the game online as we cancelled Directv last spring. It was more for productivity reasons and surprisingly, I don’t miss it much. I noticed we did not see all the commercials as everyone on Twitter was chiming in about each commercial. In fact, there was a hashtag for the commercials titled #AdBowl. Actually, 57% of Super Bowl commercials featured a hashtag. The commercials seemed to be a bit of a disappointment this year.
My favorite one that I saw was this one by Radio Shack;
I loved how they poked fun at themselves for being an outdated electronics store. A great commercial and since I grew up in the 80s, it was a trip down memory lane. According to Forbes, their stock is up 7% today so it seems it is paying off for them.
JC Penney Drunk Tweets
I do not follow JC Penney on Twitter, but someone retweeted (shared) a tweet of theirs during the game last night. It caught my eye so I checked out their account and saw these two tweets;
Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0
— JCPenney (@jcpenney) February 2, 2014
Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???
— JCPenney (@jcpenney) February 3, 2014
Everyone immediately thought someone’s getting fired. It appeared as if the person running the Twitter account had too much to drink. Some said “I’ll have what JC Penney’s is having“.
I wasn’t sure if it was a drunk intern or a their “strategy”. I was skeptical that a big name brand would make such a mistake, but it can happen. As you can see, the two tweets above were shared 42,590 times.
This generated a lot of buzz with Mashable publishing an article on it during the game that has been shared 8,000 times. The part I really enjoyed was the other brands that reached out, this is called real time marketing;
— Doritos (@Doritos) February 3, 2014
So the Twitterospehre was a buzz thinking the intern at JC Penney was drunk and tweeting. This person will sure be fired and JC Penney will have a lot to explain. Chalk this up as a social media fail.
They even had other brands tweeting them. The funny thing is — these brands spent money on Super Bowl ads, millions and millions of dollars.
Then JC Penney tweeted this;
— JCPenney (@jcpenney) February 3, 2014
Some thought JC Penney was covering up a mistake by an employee, but they told CNBC this;
This is part of a stunt our social team is doing tonight to promote the Go USA mittens we are selling (proceeds benefit the United States Olympic Committee – also our J .C . Penney Cares partner this January),” the company said in an emailed statement to CNBC. “Our social team is tweeting with their ‘mittens on’ .
There have been a total of 48 Super Bowls and last night’s was the first played outside in a colder climate. Typically, the Super Bowl is played in Florida, Arizona or Southern California. If it is in a colder city it is played in a dome. There was a lot of talk leading up to the game (even 12 months ago) about how the weather would be a factor. This was a chance the NFL was willing to take.
The game time temperature was 49 degrees, making this the second coldest Super Bowl. Now, most probably would not wear mittens at 49 degrees, but this was still a clever stunt. The Go Team USA mittens are to support the athletes in the 2014 Winter Olympics, which happens to start in 3 days.
The commercials sometimes outshine the actual game. This year’s commercials seemed to be ok, nothing spectacular. The game was not much to see either, if you’re not from Seattle.
So the talk around the water cooler today might be about Seattle’s dominating performance or the so-so commercials.
Or maybe it was what JC Penney did with their mitten tweets.
Will this drive revenue and increase sales?
I have no idea.
Some liked it and others did not. But they got a lot of people talking about them on the most expensive day of the year. And they did it without having to spend millions like the others.