The biggest football game of the year was probably a little less hotly contested than neutral fans may have wished for, but the publicity wars were as fierce as ever, with millions of dollars spent by companies as diverse as Audi, Budweiser, Buick, Coca Cola, Hyundai, LG, Pantene, Pepsi, Snickers, and T-Mobile on special effects, fancy sets, and especially celebrity cameos.
It’s obviously hard to pick just one overall advertising winner, but when it comes to your wireless service providers, T-Mobile unsurprisingly prevailed once again. Granted, Verizon, AT&T and Sprint contained their Super Bowl promotion to Twitter, where they tried to take amusing jabs at one another, ultimately failing to steal the spotlight away from Drake and Steve Harvey.
Yes, T-Mo likely hired the two most in-demand stars in the world, with the recent Miss Universe victor blunderer managing to squeeze self-deprecation and Verizon lampooning in a measly 30 seconds of perfect TV.
Big Red is accused yet again of overlooking important, up-to-date coverage information in its infamous “balls” commercial, a goof Harvey enthusiastically refuses to take responsibility for. Meanwhile, in a spot that actually debuted last week, rapper Drake reprises his viral-producing “Hotline Bling” dance, before a couple of executives from an unnamed rival operator cut him off with “creative”, lyric-changing notes.
Verizon’s answer to all that? Stats from Super Bowl night, and a few subjective speed test comparisons favoring its network. Pretty much the same goes for AT&T and Sprint, which probably didn’t generate a lot of social media buzz either. On the bright side, they also didn’t spend a fortune for a couple of million of YouTube hits, retweets and mentions.
Source: The Verge