February 23, 2012 – Burlingame, Calif. – The bottom line: Which ads worked? Chevrolet included a big Social Media component, did it work? CarWoo!’s infographic of the effects of 2012 Super Bowl ads demonstrated that some automakers’ commercials resulted in more immediate attention. All of the data was based on new car configurations in the CarWoo! MarketPlace in the days and weeks preceding and following the Big Game.
How did Chevrolet integrate its Social Media strategy into it’s TV commercials? Driving people to take interest in their Game Time App and their various models. Did it work? Was it worth the 3.5 million per spot?
In the downloadable infographic, found at www.CarWoo.com (see Direct Link to Infographic Above), presents the Super Bowl Commercial Winners and Losers. These advertisers saw more searches during and after the Super Bowl, compared to the industry average for that time:
“Since CarWoo! is currently a U.S.-only service, and our buyers are typically within four days of committing to a car, our marketplace is the perfect spot to test immediate consumer reactions,” said CarWoo! CEO, Tommy McClung. “Some makes, and even some specific models, saw huge jumps in buyer interest right away. Other ads may have more long-term affects, but it’s clear which manufacturers won the interest of current buyers.” Data was mined from The CarWoo! MarketPlace, tracking at in-market consumer interest in automakers who didn’t advertise during the Super Bowl, as a control against which they measured the interest in automakers who did advertise. Tens of thousands of in-market buyer choices were analyzed.
Chevrolet Takes the Prize With 61% Increase: Volt is the Exception
Among the makes who saw a greater lift in interest than the control were Chevrolet, with a 61% lift, followed by Chrysler, Toyota, Kia, Hyundai and Cadillac. The Chevrolet Sonic is an example of one car that made out well after the Super Bowl. Buyer interest in the Sonic increased by 292% after the Super Bowl, compared with non-advertised Chevrolet models. Its commercial featured a montage of Sonic “firsts,” such as “first skydive,” “first kickflip,” and “first music video.” Chevrolet included more social media components than others and seem to have been rewarded for their strategy.
Other advertised Chevrolets saw some lift, including the Camaro at 163% and the Silverado at 76%. The Volt’s Alien commercial failed to scare up enough interest in the sales-declining, plug-in hybrid, and the model saw no increase at all.
Honda, CR-V and Matthew Broderick Didn’t Show Up to Class
Other models didn’t see anything close to the Sonic’s 292% surge in interest. Not only did the Honda brand not have an increase in interest after the Super Bowl, but the CR-V, featured with Matthew Broderick in Honda’s Ferris Beuller Reprisal spot, didn’t see a rise in interest compared with other Honda models.
Clint Eastwood’s Patriotic Coup? Kinda?
With all the heavy watercooler buzz, Clint Eastwood’s “Half Time in America” spot gave Chrysler a second place position after Chevrolet, in terms of generating consumer interest. Presented as a quasi-Public Service Announcement, the spot was more nostalgic, patriotic and just plain feel-good. Chrysler ranked #2 after Chevrolet, with 26% increase in interest in the automaker.
Ford Catches a Free Pass; Competitor’s Ad Sends Customers to F-Series Interest
In a Chevrolet backfire, Ford was bashed in the Silverado’s “Apocalypse” ad, but the Ford F-series saw a 37% lift in interest after the Super Bowl. “In this case, it seems that the competitor’s jab slightly improved F-Series sales,” McClung said. “Ford should be ecstatic. They spent no money and saw an increase; some of their competitors spent millions on ads and celebrities and saw no immediate returns.”
Summary: Hits, Misses and Backfires
With these hits and misses, it’s not always clear that 3.5 million dollars in Super Bowl ad money will translate into mass consumer interest. We’ve also seen that not all Celebrities can move the needle for automakers and that Celebrity Endorsement by no means insures success on the world’s biggest advertising stage. At the end of the day, Seinfeld just didn’t succeed in reminding us of the better financial times of the 1980-1990s. It’s also true that pop culture references can fall flat: The Ferris Beuller 1980s nostalgia spot didn’t move the needle. Patriotism proved to have an emotional effect with Clint Eastwood’s call to national pride. And, finally, sometimes, your competitor’s commercials may actually lift your own sales. With Super Bowl ad rates creeping up next year, automakers should keep some of these lessons in mind.
CarWoo! provides the online MarketPlace where buyers get great deals with no games and dealers are able sell cars online using their own unique approaches with a full understanding of the buyers through the CarWoo! transparent MarketPlace. Buyers remain anonymous, get great market prices, save a ton of time and dealers are ensured buyers who purchase within 3.5 days 80% of the time. As seen on The Today Show, CNN Money and other leading national media outlets, CarWoo! is the only true online MarketPlace for car buyers and sellers. CarWoo! was founded in 2008 by serial entrepreneurs, Tommy McClung, Erik Landerholm and Michael Young. With early funding by Y Combinator, CarWoo! is based in Burlingame, CA and is now funded by Blumberg Capital, Comcast Ventures and InterWest Partners, and others. Find us on Facebook at http://www.facebook.com/carwoo and on Twitter at twitter.com/carwoo.
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