The 2007 Emmy Awards: Which Advertiser Took Home the Emmy for Best Integrated Advertising Campaign?
On Sept. 16, viewers tuned into Fox for the 59th annual Primetime Emmy Awards. New this year was the award for Creative Achievement in Interactive Television (won by Al Gore's youth-oriented Current TV network), emphasizing the importance of the Internet to today's television watchers.
So as television advertising has become more interactive, how well did advertisers capitalize on this opportunity to leverage their television media spend with integrated online campaigns? At SendTec, we evaluated the 2007 Primetime Emmy Awards' advertisers on their integration of search engine marketing and television advertising.
Our big winner
And the winner of the award for best integration of offline and online advertising is ...Verizon FiOS, which had a perfectly integrated offline-to-online campaign. The spot featured the Web site address, and its presence was clearly visible in search results on Google for catch phrases such as "fiberoptic network," "fios" and "Verizon FiOS." The most interesting factor in the successful execution of this campaign, however, was the failure by sister division Verizon Wireless to integrate offline and online efforts. Verizon Wireless promoted the Smartphone, but its online presence for searches for "Smartphone" fell below the fold, meaning a user would have to scroll down to even see its ad placement in Google search results.
Other nominees in our Best Integration category included the new movies "Dan In Real Life" and "The Kingdom." Hollywood showed it was in tune with the times by bidding on keywords like "Jamie Foxx," "Jennifer Garner" and "Steve Carell," but one misstep in the strategy was the miss of bidding on a common misspelling: "Jamie Fox" -- with one x.
The biggest losers
While the winning advertisers made the most of an eventful evening, the majority of campaigns failed to capitalize on the opportunity. And the biggest losers this year, going home without an award ... Olay Definity and Yo-Plus.
Olay Definity, an anti-aging cream from Oil of Olay, promoted a true DRTV commercial, with a toll-free number and Web site to collect viewer response. The call to action was a coupon to save $5 on Olay Definity. But searches for "Olay Definity," "anti-aging cream" and "Olay coupon" all failed to return a single result, either organic or paid, that delivered the same offer. In case study after case study, we have proven with our own clients that the search channel now is a very material response channel for direct-response television commercials, quickly displacing the phone.
Another loser was Yo-Plus, a new yogurt from Yoplait introduced to compete with Dannon Activia. Both yogurts boast that they naturally help regulate digestive health. The Yo-Plus commercial featured a Web site, but there was zero presence for the site on searches (neither paid nor organic) for "yogurt." More importantly, the No. 1 paid listing and the No. 2 organic listing in the results for "yogurt" on Google were Dannon and its Activia brand. Dannon was prepared to cannibalize the volume that Yoplait so generously produced. Dannon thanks you, Yoplait!
The category of losers was quite crowded, as numerous brands missed their opportunity to capture viewers online. This proved to be the most competitive category of the night, as major auto manufacturers Ford and Cadillac also completely neglected paid search campaigns on brand and non-brand keywords alike. No ads for either brand were in the results for phrases such as "safest cars" or "best crash test ratings." With heavy product placements for the 2008 Cadillac CTS, Cadillac failed to even bid on "Cadillac CTS."
Other mentions in the losers category were Macy's, Ameriprise Financial and Dove. Macy's aired a terrific, star-studded placement featuring Martha Stewart, Donald Trump, Usher, Jessica Simpson, Emeril Lagasse and Sean "Diddy" Combs, among others. While the store did manage to bid on Martha Stewart-related keywords, it missed the majority of celebrity brands and products featured in the commercial.
Ameriprise Financial also missed the opportunity to bid on keywords related to its celebrity spokesman, Dennis Hopper. And last, but not least, Dove deodorant, which included the Web site www.dovesleevelessready.com, did not appear in results for "deodorant," "women's deodorant" or even "Sleeveless Ready."
Janel Landis is director of search marketing at St. Petersburg, Fla.-based SendTec, a multichannel marketing agency with an emphasis on search and direct-response television. (www.sendtec.com). Reach her at email@example.com.