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Des Moines, Iowa


Connecting Social Media & Super Bowl Ads

Geoff Wood

So, yesterday was the Super Bowl. It featured two teams I don't care a whole lot about and 90-some commercials sold at extremely high rates(1).

One commercial that I enjoyed was the following from

While not a "legendary" ad, I did find it amusing.

I also found it interesting for a few reasons. First of all, in an economy where the news is announcing massive layoffs all across the country each day, CareerBuilder focuses on people that have jobs and want to change them. Second, they followed up the Super Bowl ad with an integrated advertisement (or "gift") in Facebook.

Facebook gifts are icons that can be given from one user to another. A new one is featured each day and today (the day after the Super Bowl spot ran) is "the creepy coworker" from the television spot. The gift then stays associated with the recievers profile for the foreseeable future. Careerbuilder isn't the first sponsored "gift" in Facebook but it's the first time that I've seen it tied into so closely into a larger campaign.

I believe my MBA Marketing Prof would call this an example of a tactic from an integrated marketing communications strategy featuring both the biggest TV venue of the year and the leading social media platform.

It'll be interesting to see if it works out for them.

(1)It has been pointed out by ScottHendo that many of these spots were actually sold by NBC to NBC so that may have inflated the rates/demand abit.