So during my stint of Super Bowl based entries, I wanted to comment on one particular advert. Unfortunately, three days after the super bowl, the campaign had been pulled, and all you tube based content was being quickly deleted. What I am referring to, is Groupon’s down right awful ‘Save The Money’ advert.
Apart from being highly inconsiderate, and mildly offensive, the ad just wasn’t very good. This was even echoed by the companies CEO!
“But if CEO Andrew Mason’s candid response– “We hate that we offended people, and we’re sorry that we did it”
Fast Company dot Com.
Sure, it’s a little in joke taking a swipe at celebrity endorsed charities, but it’s really not all that funny, and for that reason, it’s actually not very good. It’s especially bad when you think about what it had to compete with with absolute stonkers from Volkswagen, Audi, and Doritos.
Now I find out three weeks later, that the multi million dollar campaign (Super Bowl ads are monumentally expensive beeteedubs) has fallen flat in it’s one aim. You see, groupon is an entirely internet based company, and their only goal from said advert, was to increase usage of their voucher based service. There is no concrete product for a customer to buy so to speak, so the only sell, was to increase hits to their website. That’s not what happened.
Nielsen measured whether the large viewership of the Super Bowl spots helped increase traffic to advertisers’ websites. Those notoriously scandalous ads from GoDaddy.com? Rocketed post-Super Bowl traffic 41% in terms of unique visits, the biggest lift for any sponsor. Volkswagen? The spots boosted traffic 27%. HomeAway.com? By 27% too. Even Mercedes-Benz managed to jack the strat by 9%–and the company isn’t an exclusive or traditional web service.
So how did Groupon.com fare? During the week following the Super Bowl compared to the week prior, Groupon increased traffic by a paltry 3%–a negligible boost given how expensive a Super Bowl spot is and the hundred million-plus consumers who viewed it live.
From that point of view, the advert was an absolute travesty, but that’s not the entire story. You see, in the wide world of advertising, actually, in the wide world of everything, we all know that no publicity is bad publicity, and the same rings true for Groupon. While their Super Bowl ads may have flopped, their company is still being talked about by chumps like me. While their hits might not have increased ten fold, the name will be reaching newer customers, purely through the bad press they’ve received from the campaign. That will of course, lead to a larger amount of traffic hitting their website, and maybe in a few years when we can look back at the campaign, it might be hailed as one of the best ‘worst’ ads of all time.
Sure, it’s a fuck up for the agency involved, and customers may be lost, but for Groupon, they’re probably relishing any line of press, any negative Twitter comment, and any poorly written Facebook status. Saying that, I don’t think Frosties increased their sales through that damn acrobatic singing twat.
Remember kids, a bad idea will always be a bad idea; just because it runs doesn’t mean that it’s unquestionably brilliant. Let’s all try to not get hit with the ol’ badvertising stamp of disapproval.