From Fast Company | Daily discount service Groupon spent millions of dollars on a couple controversial Super Bowl spots and what did it get them? During the week following the Super Bowl compared to the week prior, Groupon increased traffic by a paltry 3 percent — a negligible boost given the hundred million-plus consumers who viewed it live.
By comparison, GoDaddy.com’s ad boosted traffic 41 percent in terms of unique visits, the biggest lift for any sponsor. Volkswagen and HomeAway traffic jumped 27 percent and HomeAway.com. Even Mercedes-Benz saw a 9 percent boost. Get the full story >>
Groupon Inc. Chief Executive Andrew Mason said the Chicago-based daily deals provider is pulling all of the Super Bowl ads that had provoked a negative reaction online earlier this week.
“We hate that we offended people, and we’re very sorry that we did – it’s the last thing we wanted,” Mason wrote in a blog post on Thursday, adding: “We will run something less polarizing instead. We thought we were poking fun at ourselves, but clearly the execution was off and the joke didn’t come through. I personally take responsibility; although we worked with a professional ad agency, in the end, it was my decision to run the ads.” Get the full story »
Groupon Inc. is reworking its television commercials in response to the negative reception they received when they aired during Sunday’s Super Bowl.
Chief Executive Andrew Mason said in a Monday blog post that the company is tweaking the end of the ads to draw attention to the philanthropic causes they were intended to support.
“Ads are traditionally about shameless self promotion, and we’ve always strived to have a more honest and respectful conversation with our customers,” Mason wrote. “We would never have run these ads if we thought they trivialized the causes — even if we didn’t take them as seriously as we do, what type of company would go out of their way to be so antagonistic?” Get the full story »
Chrysler Group LLC is hoping to catch its rivals off guard during the Super Bowl by running an unusual two-minute commercial during the most heavily watched U.S. television event of the year.
The U.S. automaker plans to run the ad during the third quarter of the National Football League’s championship game on Sunday, being played by the Green Bay Packers and Pittsburgh Steelers, Chrysler Chief Executive Sergio Marchionne said on Friday at a J.D. Power conference in San Francisco. Get the full story »
From Crain’s Chicago Business | Groupon has secured a spot during the Super Bowl to air a commercial being created by Christopher Guest. Earlier, the company thought it would only have access to pre-game and post-game commercials. Get the full story>>
Christopher Guest — the mockumentary director behind “Waiting for Guffman” and “Best in Show” — will direct Groupon’s spots for the Feb. 6 Super Bowl broadcast, a rep for Guest has confirmed.
It’s not clear what will be in the ads or how long they will run, but Groupon employees will be “eating mini-quiches” and not taking bathroom breaks about 30 minutes before the game and during the “Glee” episode airing later, a source close to the company joked. Get the full story »
Isaiah Mustafa in and Old Spice You Tube ad. (Old Spice)
Old Spice’s suave, shirtless advertising star is taking a ride around the world in new commercials for the Procter & Gamble Co. brand.
In an indicator of the campaign’s popularity, there first is a 30-second “coming attractions”-type trailer going online Wednesday which takes you beyond former football player Isaiah Mustafa’s muscular torso — to his “striking brown eyes,” if he does say so himself.
In another effort to keep the buzz going for the YouTube hit, a yet-to-be-named “superfan” will get to debut the commercial on his or her own social network page or feed, sometime before Super Bowl Sunday. Get the full story>>
From Crain’s Chicago Business | Social coupon giant Groupon is investing in TV advertising, including pregame spots in the Feb. 6 broadcast of Super Bowl XLV. Get the full story>>
