The audience was a far cry from the 111.5-million for TV's
most-watched TV event ever, per Nielsen, or the 525 million
impressions that social-media agency 360i claims from last year's famous Oreo
Blackout tweet during the Super Bowl.
While Tide didn't buy a TV ad, it did pay for Promoted Tweets,
But Tide is happy with the results anyway. The brand put out a
little over two minutes of video for what was obviously way less in
production costs than last year's 60-second "Miracle Stain" ad,
which, among other things, required payment to former San Francisco
49ers quarterback Joe Montana for using his likeness as a
In all, 10 to 20 people were involved in Tide's tweet-fest,
including at virtual "newsrooms" in Cincinnati, Boston and New
York, the latter two home to digital shop Digitas, PR shop Devries and creative
agency of record Saatchi & Saatchi. It was "real time
marketing" in a sense, though prepared days in advance with time
for P&G's legal department to vet all the Vines thanks to so
many ads or teasers having been released before the game.
Tide felt it got "a lot of great engagement," Ms. Candido said,
including some people who said "we 'owned' social media for the
Some of those were marketers or agency people, as Tide was the
most-pronounced example of marketers talking to each other on
Twitter during the Super Bowl this year. Other examples were
Cheerios praising an ad from Unilever's Axe, and Kia asking JCPenney, "Need a
designated driver?" when the latter was putting out garbled
messages – which later turned out to be a stunt about
tweeting with mittens.
"I think this Super Bowl is the first time I've seen that
happening in full force," Ms. Candido said. "I think it's because
social is just that, and that gives you some liberties to engage
brands, especially non-competitive ones in a way that might benefit
both." While much of it was marketers talking to marketers, she
said many regular consumers got in on the conversation, too.
But did it sell soap?
Ms. Candido said it's "too early to tell for the Super Bowl."
But she added that history shows, "we win as a brand" by engaging
consumers with "authentic brand content at a relevant time."