Sunday, February 5th was the Super Bowl, the championship game of American football. This year’s match-up was between two great teams and it proved to be an exciting game with the New York Giants upsetting the New England Patriots by scoring the winning touchdown in the final minute of play.
However, the big game is as much of an advertising event as it is a football game, where big-time advertisers jockey to see who can make the most memorable ad. Among them was Audi, who ran a commercial for new LED headlights. No matter that bright lights disrupt other motorists’ night vision, LED’s are almost as bright as the Sun!
Capitalizing on vampiremania, they showed an Audi driving up to a vampire bonfire party and accidentally frying the vampires with its powerful headlights! The vampires immediately turned to ash, (unlike TrueBlood vampires who for the most part slowly burn to death once exposed to the Sun).
From a marketing perspective, one of the most interesting things Audi did was running a Twitter hashtag, #SoLongVampires, on the screen after the commercial. Here’s a look at what effect the video campaign had on social media:
[youtube=http://www.youtube.com/watch?v=cG821DMMD9A]
Highlights:
- Audi used #SoLongVampires to bring the ad to Twitter. This pushed it to rank as the 8th most popular Super Bowl ad on USA Today’s Admeter.
- Mentions of Audi quadrupled during the week before the Super Bowl; Audi released the TV ad online first and it got picked up before it aired during the Super Bowl.
- The commercial got more than 4.8 million views on YouTube by the Monday morning after the Super Bowl, and had over 6 million by Tuesday, February 7th. Watch it here.
Mentions of Audi related to their Super Bowl #solongvampires campaign
Samuel July 22, 2012 at 10:09 am
The Superbowl is the time for commercials! Everyone knows the time during this event is the prize for those that invest into commercials.
The Audi company has taken a popular culture concept and turned into an analogy of their Audi car headlights. A smart move to influence many.
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Lisa Chaves May 10, 2012 at 3:13 am
Players are usually the best for advertisement, because people knows them, and when they do, they always on top. Cheers! – Lisa
Holly February 9, 2012 at 3:11 am
Hahaha, yeah I watched that audi commercial and I knew it would blow up. Its crazy seeing the hashtags everywhere now, but that just goes to show how powerful social media can be.
Grrrr, that means more work for us marketers
awesome article
Herniawan February 8, 2012 at 11:08 pm
Social media give big prospect for get high traffic for our business blog. Our friends on social media will become our blog audience
Alya M February 8, 2012 at 3:47 pm
Today commercials are more like art. What can I say nice way to attract the customer. I am not very into vampire thing but from the amount of views on Youtube people like vampires:))
Robert February 8, 2012 at 1:48 pm
I actually enjoy looking at the ads for the Superbowl every year. It’s amazing how much time and money companies invest in these ads, and they certainly are very impressive. I actually went on to youtube just to get a look at some of the ads because I thought they were so good.
As you mentioned it’s also incredible how much leverage Audi managed to get with using that simple hashtag as well
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Ricardus February 8, 2012 at 10:21 pm
Yeah, this is very true. As hundreds of millions americans will be watching the Super Bowl, lots of money are being invested. Even some of the movie trailers and being shown during the super bowl.