Did Social Media Ruin The Super Bowl?

Everyone loves the Superbowl commercials just as much as the game itself. Suddenly, everyone becomes a marketing expert and proclaims “I could have made that.” Well, you didn’t – that’s why you’re sitting at home eating three bean dip by the handful.

Unfortunately, this year it felt like social media may have ruined that experience. Most of the commercials played this year were already seen online; YouTube, Facebook & Mashable had Superbowl commercials available up to two weeks ago. Even if you didn’t seek them out – plenty of people shared them via email, status updates and blog posts. I even heard the audio track, from the Doritos commercial where the little boy slapped his Mom’s boyfriend, on the radio.

Rather than simply rush-release the commercials online, why not create an Internet “teaser” – or an intro commercial that concludes itself during the Superbowl airing? Online community interaction can be more effective than simply gaining extra online impressions, while potentially losing TV impressions, because the novelty has already passed. That extra layer of entertainment during the Superbowl is nearly lost when everyone leaves the room.

Pepsi made a strong move this year by completely skipping commercials and kicking off a massive social media campaign with their Pepsi Refresh Project. Much more effective ad spend while creating a strong social impact. The engagement factor alone is far greater with this creative concept – long after the other commercials have been forgotten.

What do you think? Was the commercial buzz lower this year?