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Super Bowl PR Winners and Losers

simpsonssuperbowl.jpg
[Coke teams up with The Simpsons for their Super Bowl ad.]

This is more AgencySpy’s territory, but PRNewser wanted to provide a quick recap of who “won” and who “lost” in last night’s Super Bowl marketing bonanza.

Winners:

Pepsi Refresh

Although the jury is still out on Pepsi’s decision to skip the Super Bowl in favor of a cause based social marketing campaign, Advertising Age reports that “pass or fail,” the campaign will be a “case for marketing textbooks.”

“It is surprising how much emotion is tied to the Super Bowl in terms of the industry and general public,” Chief Engagement Officer Frank Cooper told PRNewser last week in reference to how much press the brand has received for its choice not to buy an ad int the big game.

Bonin Bough, Global Director of Digital and Social Media for PepsiCo told AdAge that the strategy of using a TV spot and then making that spot into an online or Facebook strategy “does not exist anymore. That is not relevant whatsoever.”

Indeed, very few brands used their commercials as a vehicle to drive traffic to social sites. Did you notice that hardly any commercials promoted Facebook, Twitter or Youtube links?

AdAge reports that agencies Huge, Firstborn, Tribal DDB and VML have all picked up Pespi business in the last few months. Add that to the list of agencies PRNewser has confirmed to be working on the campaign — TBWA, R/GA, Epiphany/Porter Novelli, Edelman and Weber Shandwick — and that brings the total to ten PR and advertising agencies.

Google

Google’s simple ad seemed to have the highest emotional connection with views.

“We didn’t set out to do a Super Bowl ad, or even a TV ad for search. Our goal was simply to create a series of short online videos about our products and our users, and how they interact. But we liked this video so much, and it’s had such a positive reaction on YouTube, that we decided to share it with a wider audience,” wrote Google CEO Eric Schmidt in a blog post. Just the fact that Google advertised in the Super Bowl will get the company a slew of press.

The Late Show with David Letterman

The ad featuring Jay Leno, Oprah Winfrey and David Letterman is getting lots of buzz, for obvious reasons.

Focus on The Family

Regardless of where you stand on the issue, the group’s ad garnered a ton of media attention. “By setting up an expectation that it was going to do something controversial, Focus made it easy to come off as moderate and inclusive by comparison” writes Jeff Bercovici at Daily Finance.

Losers:

GoDaddy

The domain seller’s ads were predictable, yet not memorable. What does GoDaddy do again?

The U.S. Census Bureau

2.5 million of our tax dollars for that? The Bureau had to issue a press release defending itself against criticism.

Additional notes:

The New York TimesStuart Elliott live-blogged the ads.

• Agency Mullen and monitoring vendor Radian6 also hosted “BrandBowl” which examined 98,656 tweets from ad and marketing types. These Tweets, “provided an overall ranking of the brands advertising on the game based on a composite score that takes into consideration both volume of tweets and sentiment (both positive and negative).”

• AgencySpy will have more commentary today as well.

Leave your take on who “won” and “lost” in the comments.

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