The cost of a Super Bowl commercial in 2013 was upwards of $4 million per 30-second spot.
But is the return on investment worth the hefty cost?
For game day regulars like Coca-Cola, Volkswagen, Budweiser and Doritos, the cost might be a drop in the bucket. But for others, it could be too rich for a brand’s blood.
Brands such as Network Solutions.
Rather than pay the steep price, the brand took aim at industry rival Go Daddy in a different way.
It teamed with CRT/tanaka and went straight to YouTube. The PR and marketing agency played off of Go Daddy’s notoriously provocative Super Bowl spots featuring auto racer and reprising spokeswoman Danica Patrick. It parodied the work of Go Daddy by creating a YouTube-hosted “mockumentary” series developed around its sassy “original domain girl,” Go Granny.
Enlisting the help of Academy Award winner Cloris Leachman to play the lead role, as well as acclaimed BlogHer co-founder Lisa Stone, the women engaged the campaign’s targeted demographic of female small business owners.
The Go Granny commercial took top honors in PR Daily’s 2012 Digital PR & Social Media Awards for Best Video. The campaign helped increase sales by more than 500 percent during Super Bowl weekend.
PR Daily’s 2012 Digital PR and Social Media Awards were presented by Synaptic Digital. Learn more about Synaptic Digital here (pdf).
Promoted on its website, Facebook page, YouTube channel, blog properties, Twitter streams, and an online banner ad, the campaign was further heightened by three one-hour Tweetcapades the Friday, Saturday, and Sunday of Super Bowl weekend.
Under the handle @Go_Granny, the campaign brought its cheeky antics to the Twitterverse while cunningly exploiting the game’s popular hashtag #brandbowl.
These tactical efforts were more than entertaining. The video itself resulted in more than 60,000 views over the big weekend, while its Twitter strategies inspired more than 3,500 tweets. Furthermore, public online sentiment of the Go Granny video campaign also raked in a 97.5 percent positive response.
And the media’s response was even better.
Go Granny was not only picked up for coverage by the likes of Business Insider, Advertising Age, PRWeb, PRWeek, the Los Angeles Times, and New York magazine, but was also named to Mashable’s 2011 “7 Twitter Marketing Campaigns to Learn From.”
CRT/tanaka’s Laura Petrosky explains why the campaign was so successful to CEO Mark Ragan:
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Alan Pearcy is the associate editor of PRDaily.