Real-time marketing: just a fad?

The Super Bowl, despite being centered on a sport very few nations even care about, still represents a significant milestone many marketer’s calendars.

The sheer effort and attention means that whether you market to Americans or not, it is still a marketing spectacle that deserves attention.

Each year also heralds in a new shift in how the world’s leading brands are selling themselves, often trailblazing a global legacy in the way modern advertising is conducted.

Five things H&M learned from advertising during the SuperBowl

On the second day of the annual conference, Steve Lubomski, of H&M, presented two key case studies of their marketing efforts in the first half of 2012. The biggest was, of course, their SuperBowl campaign with David Beckham at the helm.

As half of the SuperBowl audience is women and not a lot of people cater to them, they took a chance with their first SuperBowl ad that lead them to garner almost 2 billion impressions in a month.

Pepsi’s new brand challenge: Think small

According to Frank Cooper, Pepsi’s SVP and chief consumer engagement officer, his company no longer wants to act like a big brand. The self-described “voice of a generation” isn’t looking for its next celebrity spokesperson or major TV placement.

At TechCrunch Disrupt in New York, Cooper explained:

“Now the big brand story is: don’t act like a big brand.”

That directive could be harder than it looks.

Pepsi Refresh: Will the social media halo extend to soda sales?

PepsiCo. is putting social media to the test with its new charity initiative Refresh Everything. The soft-drink giant has notably refrained from SuperBowl ads this year, choosing instead to spread the word for its new campaign through digital and social means.

But will those efforts work when rival brands continue big TV buys and have the same ability to add digital aspects to their campaigns?

Super Bowl advertiser torpedos $3M media buy

cash4goldThe $3 million dollar media buy on the Super Bowl, the ad featuring MC Hammer bought Cash4Gold….a reputation management disaster?

The blogosphere is ablaze with negative stories about the business that buys gold, jewelry and valuables from cash-strapped consumers. In fact, those stories started months before the big game when blogger Rob Cockerham of provided extensive documentation that the online service offered only one-third the cash for his gold as a local pawn shop.

The post was picked up by A-list blogs Boing Boing and the Consumerist (the latter has run a slew of negative posts about the company) with predictable results — the negative stories shot up to the top of Google’s search results for the company’s name.

GoDaddy wins Super Bowl

Have you heard? Sex sells.

At least it invites repeat viewings. Which is how GoDaddy’s “Enhanced” spot starring Danica Patrick and her pet beaver, ranked #1 as the most-(re)viewed Super Bowl spot on TiVo.

Ms Patrick and her beaver beat out the bells-and whistles contender, the first-ever 3D TV spot for “Monsters vs. Aliens,” which didn’t even crack the top 50. The ad did require consumers to snag a pair of free 3D glasses to get the full effect.

Beverage spots are always big on game day, and usual suspects Coke and Pepsi made the top 10 list, but Bud Light did so an impressive two times.