As a result, early results from analytics firm iSpot.tv indicate Nat Geo generated 181.9 million social impressions from its coordinated Super Bowl effort.
Snickers also aimed to coordinate its TV ad with other channel activations. Its live, 30-second commercial featuring actor Adam Driver (HBO’s “Girls,” “Star Wars: The Force Awakens”) had social and digital teasers, a live stream of the set and a PR blitz all leading up to the commercial.
“It’s still going on today as Adam makes the rounds across the media to ‘apologize’ for the ad,” said Charlie Fiordalis, chief digital officer of independent media agency Media Storm, who observed that this year’s campaigns were all about deeper integration. “It’s a cross-screen effort that requires coordination and involvement across agencies, fans and even the media.”
A number of other brands created a network effect for their Super Bowl spot by using paid social and search ads, along with digital video.