February 2, 2015, Charlottesville, VA – Search and digital marketing agency, Merkle | RKG released its second annual Digital Bowl Report, evaluating Super Bowl advertisers’ digital marketing efforts. This year, newcomer Wix and longtime sponsor Bud Light took first and second place, respectively. The two brands outshined everyone else in almost every category, taking top honors for truly integrated marketing. Loctite, another big game rookie, was a top performer in social. Doritos had great SEO, and big names Coca-Cola and Mercedes-Benz rounded out the winners in Display.
The Digital Bowl Report examines the array of digital channels that brands have at their disposal: social media, SEO, paid search, display advertising, and email marketing. Wix got all the little digital things right. With a great paid search and organic search strategy implemented prior to the big game, Wix was ready to corral users looking for relevant content. The brand also showed up on game day with great social content, engagement, and conversation throughout the game. Coming in second, Bud Light locked down its presence at the top of search results with focused ads, making up for a tepid social presence. The brand excelled in display marketing, running pre-roll ads on super bowl commercials and executing premium display buys across the web during the game to stay in front of users on their second screens in real-time.
The Super Bowl is advertising’s biggest day, with media costs increasing every year. “The day after the big game, from water coolers to the halls of Madison Avenue, everyone will be talking about the funniest or the most touching ad, but those measures are all subjective. We wanted to take a look at harder metrics, at the efforts which really show whether a brand is prepared to compete in the digital space,” said Dalton Dorné, CMO, Merkle | RKG. “If you’re going to spend $4.5 million on a thirty-second spot, you better make it count.”