It’s Christmas morning for the nation’s brands, who will spend the day eagerly trying to one-up on another before, during and around the Super Bowl.
Welcome to Digiday’s 2016 Super Bowl live blog, our annual tradition where we rate brand’s digital activity during the big game. We’ll get going around 6 p.m. EST. See our Super Bowl coverage leading up to today here.
Halftime performer Beyoncé dropped a new track, “Formation,” last night — and Red Lobster figured. Twitter went crazy waiting for the brand to respond to the lyrics. Unfortunately, fans weren’t impressed with the respond when it came — eight hours later.
Since 50 percent of TV ad views happened online before kickoff last year, it’s worth taking a look at who’s winning the pre-game ad blitz. Overall, 50 brands and 84 teasers have amassed more than 373.8 millon digital views, according to iSpot.TV. About 178 million were on Facebook. And 105 million were organic (unpaid) views on YouTube.
The top three ads so far:
1. Nostalgia runs deep: The Pokemon extended ad, celebrating 20 years since the launch of the game, has got 14.9 million organic views. It’s the first time Nintendo has advertised in the Super Bowl.
2. Hyundai’s “First Date” spot starring Kevin Hart has 8.4 million earned views. (6.2 million of them came in the last 24 hours.)
3. Dogs and hot dogs: Heinz’s ad, which was already killing it on Friday, is still one of the favorites: It has 4 million earned views already.
Itching for something to read before we get started? Here’s everything you can buy for the price of a $5 million Super Bowl ad in digital. And if you think you’re above it all, maybe check out five British commercial that may be anything you’ll see tonight.
Where are you watching the game tonight? Probably not a brand war room. The sheen has worn off real-time marketing, and the war room has come to symbolize a superficial approach to being relevant.
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