Sunday, February 5th was the Super Bowl, the championship game of American football. This year’s match-up was between two great teams and it proved to be an exciting game with the New York Giants upsetting the New England Patriots by scoring the winning touchdown in the final minute of play.
However, the big game is as much of an advertising event as it is a football game, where big-time advertisers jockey to see who can make the most memorable ad. Among them was Audi, who ran a commercial for new LED headlights. No matter that bright lights disrupt other motorists’ night vision, LED’s are almost as bright as the Sun!
Capitalizing on vampiremania, they showed an Audi driving up to a vampire bonfire party and accidentally frying the vampires with its powerful headlights! The vampires immediately turned to ash, (unlike TrueBlood vampires who for the most part slowly burn to death once exposed to the Sun).
From a marketing perspective, one of the most interesting things Audi did was running a Twitter hashtag, #SoLongVampires, on the screen after the commercial. Here’s a look at what effect the video campaign had on social media:
- Audi used #SoLongVampires to bring the ad to Twitter. This pushed it to rank as the 8th most popular Super Bowl ad on USA Today’s Admeter.
- Mentions of Audi quadrupled during the week before the Super Bowl; Audi released the TV ad online first and it got picked up before it aired during the Super Bowl.
- The commercial got more than 4.8 million views on YouTube by the Monday morning after the Super Bowl, and had over 6 million by Tuesday, February 7th. Watch it here.
Mentions of Audi related to their Super Bowl #solongvampires campaign