SuperBowl Ad Agency Failures

Gary Vee brings up a great point during half-time of this year’s SuperBowl.  While The WHO were sounding like their age but with a highly cool light show, Gary made the point via a quick and dirty video about the lack of online engagement strategies supporting the SuperBowl ads.

Personally, I believe that in this age of social, many organizations lost an opportunity to engage.  Doritos seems to be the clear winner of this year in terms of laughs and online conversational footprint among consumers.  With one clear exception, there’s no one talking to me or anyone else for that matter about Doritos online from Frito-Lay.

Bridgestone Tires has a SuperBowl specific section on their site but that’s not enough.  Here’s E-trade’s Youtube Channel as listed in their continuing baby commercials and NO online interaction that I can find.

Gary Vee quickly pointed out this issue and I find it clear evidence that many a large enterprise and their ad agencies for all their tweeting and Facebook groups and fan pages are still living in the…

“build it and they will come, bolt it on rather than bake it in mentality.”

They still don’t get it.  This is the difference between having accounts and using them effectively to build brand presence and social capital.  I’ve enjoyed many of the commercials this year, and I wonder if the lame ones like Boost Mobile could have improved their status through online engagement?  I’m watching the game as I type this so if someone finds something interesting regarding some online engagement let me know…

Check these Twitter accounts out: @vizio & @dockers – disgraceful…thanks for pointing this out – @josephaldrich

Here’s the Youtube AdBlitz 2010 channel with all the ads from the SuperBowl so you can check them out.