In the Digital Bowl Merkle evaluates how well advertisers supported their Super Bowl ad campaign across the main digital channels – social media, paid search, email, SEO, and display advertising. The report provides a thorough analysis of advertisers’ digital tactics and even more transparency into methodology and scoring criteria. The Super Bowl is one of the most high-profile (and expensive!) marketing opportunities, yet many official sponsors fail to maximize their investments and lose out on engaging with viewers in the digital space. Digital Bowl 2016

1. #2
AvocadosfromMexico
Avocados from Mexico
Scoring Breakdown
PAID SEARCH 6/7 Possible Points
• Ad units on all major search engines.
• Campaign themes integrated into ad copy, and tied to brand name.
• Sitelink extensions to drive users to Super Bowl content to a “social first”
experience.
• Landing page was campaign-specific, offered valuable information to
users, and encouraged sweepstakes sign-up.
SEO 3.5/6 Possible Points
• Super Bowl ad-specific landing page.
• Campaign site was mobile-optimized.
• Hashtag in YouTube video and on-air ad provided users with additional
search term.
SOCIAL 8/9 Possible Points
• Organized game day conversation in advance and during game with
consistent use of #AvosInSpace.
• Engaged with users in real-time, monitoring for casual brand mentions and
relevant terms.
• Twitter content responded to gameplay.
• Additional video content was ad-related and extended ad experience.
• Leveraged Scott Baio’s Twitter account to extend the conversation and ad’s
storyline during the game.
DIGITAL MEDIA 6/7 Possible Points
• Remarketing pixels on AFM main domain.
• Teased YouTube video before the game.
• Ads drove traffic to unique landing page related to Super Bowl ad.
• Won premium ad placement during the game on high-authority sports
site: FoxSports.com