Super Bowl

CMOs With Skin in the Game Tell Us How They Spent Their Super Bowl

Beer and Wings Shared the Roster with iPhones, Twitter and Facebook

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With millions of ad dollars and the chance to dramatically affect consumers' views of your business on the line, we had to ask, "Is it any fun at all to be a marketer in the Super Bowl?" The answer is , "Yes, as long as you can multitask."

VP-Marketing, Anheuser-Busch
No. of spots: 6

Mr. Chibe oversaw the brewer's Super Bowl ads -- six of them, for a total of four-and-a-half minutes --from an A-B suite at Lucas Oil Stadium with the rest of his team. "We'll be switching back and forth between watching the game live and watching it on TV," he said. "We're not hung up on Ad Meter, this or that ," he added. "What we want to know is what was the equity impact of our advertising?"

Global CMO, General Motors
No. of spots: 5
Mr. Ewanick spent Sunday with four screens chock-full of graphs and charts in front of him. It's imperative he know how many people watched GM's ads, as well as how rivals' ads performed in real time; Mr. Ewanick says the Super Bowl sets the tone for sales for the rest of the year. "We have five or six other groups monitoring, then we'll have next-day research, copy testing, focus groups," he said. "You have to really understand your ROI to make sure you learn from this, so you can apply that the next year."

CMO, PepsiCo Beverages Co.
No. of spots: 2
Talk about instant feedback. Mr. Lowden watched Pepsi's spots alongside key customers: his boss, Al Carey, CEO of PepsiCo Americas Beverages, and L.A. Reid, the blunt judge from "The X Factor." He had an iPad, iPhone and BlackBerry to keep in touch with his team, who was tracking reactions to the ads but also interaction on the brand's proprietary Sound Off platform. "We use a mix of internal and external [tools]," Mr. Lowden said. "We have a lot of metrics ourselves, so we can benchmark against what we've done in the past."

DREW PANAYIOTOU Senior VP-U.S. marketing, Best Buy
No. of spots: 1

Mr. Panayiotou planned to be "wired" for the Big Game, which he attended with execs from NBC. He had three iPhones to get the job done: One to monitor feeds from the digital-marketing team; another to interact with people on Facebook and Twitter; and a the third for calls from important people, such as his bosses and his wife. But Mr. Panayiotou will look closely at data in coming days and weeks: Best Buy will get results from Ace Metrix, Marketing Evolution and Keller Fay Group, in addition to tracking social media through a "mission control" developed with CHI Wunderman.

CMO, Samsung Telecommunications America
No. of spots: 1

The self-described die-hard Patriots fan was glued to the game, but that didn't mean he was ignoring real-time reaction to Samsung's first Super Bowl appearance. Mr. Pendleton said his team uses Radian6, Vitrue and Tweetdeck to monitor reactions, as well as Facebook, YouTube and Twitter. "We will be using a combination of tools," he said. "We'll also take a close look at Ad Meter, Ad Scrimmage and Ad Blitz to see how people are reacting to the Galaxy Note and how our campaign stacked up overall."

Debra Sandler
Debra Sandler

Chief commercial officer, Mars Chocolate North America
No. of spots: 1

Mars rolled out its sixth M&M's character, Ms. Brown, during its Super Bowl ad. The marketer is hoping for a sales boost, especially for M&M's Milk Chocolate. Ms. Sandler was at the game, and her team monitored a variety of platforms for reaction, including M&M's Facebook and Twitter pages, as well as the YouTube Ad Blitz, USA Today Ad Meter and Brand Bowl.

Senior-VP Integrated Marketing, Coca-Cola
No. of spots: 3

Coca-Cola had robust second-screen plans -- its animated polar bears reacted in real time to the game, ads and halftime show. Mr. Schunker was with his team and a group from agency Wieden & Kennedy, managing that experience. Execs were also on hand at NBC to ensure the correct versions of its spots played: Its three spots had two versions each, depending on which team was winning. And Alison Lewis, senior VP-Coca-Cola North America marketing, and Katie Bayne, president-sparkling beverages at Coca-Cola North America, provided the play-by -play from a box at the stadium.

Bev Thorne

CMO, Century 21
No. of spots: 1

This first-time Super Bowl advertiser was rooting for a close game so that audiences would still be watching by the third quarter, when its 30-second spot ran. "We'll measure the ad's success with metrics on consumer sentiment, social discussion and web traffic," Ms. Thorne said. "But we're just as interested in measuring the reaction of our Century 21 agents. ... We want them to be energized by the ad's impact."

Contributing: Stephen Williams, Kunur Patel

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