Can the Super Bowl show us where advertising is headed?
Last year I posted a link to CareerBuilder's 2009 Super Bowl ad, from Wieden + Kennedy. Then in May, the online recruiting company said goodbye to the agency and opened up the creative development to the general masses. Similar to Doritos, who last year won USA Today's annual Super Bowl ad poll, CareerBuilder devised a contest to drive user-generated content. Nearly 1,000 entries later, the company has posted the 3 finalists to determine which spot will air during "the big game." They're also sharing behind the scenes footage and interviews with the spots' creators. Below is one of the :30 ads, which were produced by the company's in-house advertising group in California.
This year Doritos had over 4,000 entries (battling for a possible $5 Million in prizes) in its CrashTheSuperBowl contest. They've whittled the competition down to 6 finalists, 3 of which will air during the game. Below is the best of the bunch.
Both companies utilized social media (Facebook and YouTube) as a way to promote the contests and drive traffic to their micro-sites. And rather than debut the highly anticipated ads during the game, as most advertisers do, each company has reaped the benefits of additional reach, media impressions, and buzz by sharing content along the way. Awarding prizes and follow-up press coverage will only ensure that the campaigns live a long, full life.