Instant Online Buzz the Key to Super Bowl Ad Quality and Creativity?
As ad executives opine on which commercials “won” the Super Bowl competition, one says that in our social media-driven world, the contest champs are those that are posted instantly and create the greatest buzz on http://www.twitter.com/ and http://www.youtube.com/.
In today’s Fast Company online, the chief creative officer at Grey New York observes that the buzz used to happen Monday morning at the office around the water cooler, but now ”the minute an amazing ad hits, the Twitter world goes crazy.” Tor Myhren says he “personally believes the YouTube view count is the single most important factor in judging the success of a Super Bowl ad.”
What do you think? Social media are clearly overtaking print media as a chief source of news. Do you agree that they also are the prime measure of ad quality, as detemined by the speed and staying power of an ad’s online buzz?