Dive Brief:
- Avocados from Mexico is launching a Super Bowl ad campaign that includes an in-game TV spot and an interactive microsite, per a company press release.
- The TV spot features former Saturday Night Live cast member Jon Lovitz and the #AvoSecrets site is based around a virtual mobile phone that visitors can interact with in a number of ways and access a variety of content. Those who share their experience on social media have the chance to win over $50,000 in prizes through Feb. 7.
- The TV spot is based around a secret society and the concept for the microsite is that the phone belongs to a member of that society.
Dive Insight:
Avocados from Mexico's latest Super Bowl campaign shows how brands can tap digital to extend reach and engagement beyond traditional TV marketing. The campaign sets up a story about a secret society's lost phone that it tells across channels, with the digital element providing the more interactive and immersive component of that story.
This multi-touch tactic has become increasingly common as marketers look to generate chatter both before and after the Big Game, but Avocados from Mexico distinguishes itself with an extra layer of interactivity via the virtual mobile phone and a higher incentive for consumer engagement through the prize giveaway.
Wendy’s is another brand leveraging a funny, clever microsite to expand its Super Bowl campaign beyond a 30-second TV slot, and Ford is combining its marketing this year with an in-person brand experience center in New York.
It's not just marketers who want to extend the shelf life of their Super Bowl creative, either: Burson-Marsteller's Fan Experience sports and entertainment specialty group recently released a Super Bowl marketing report that found that 87% of what the firm described as "constant social media users" are interested in extra social media content beyond brand’s in-game TV advertising.
