How Facebook is extending Super Bowl ad buys

Super Bowl advertisers Jack in the Box, Butterfinger and carmaker MINI are doing more targeted buys on the social network to complement their big Super Bowl commercials. The idea is to marry the huge reach and cultural buzz of the Super Bowl with the reach and targeting of Facebook.

Jack in the Box
Jack in the Box has a new menu and a new mascot — a talking eagle. Its Super Bowl commercial incorporates a patriotic theme and the tagline “Declaration of Delicious.”

Jack in the Box is running a Canvas ad on Facebook, which is a new multimedia mobile ad. The people targeted after the Canvas ads will be presented with a coupon, a “foot-traffic lift offer.” Facebook will be able to measure how many users saw the ads and detect when they visit a Jack in the Box.

“With Facebook and Instagram, we’re using those types of platforms to tell a story, an extension of the story you’ll see in the television commercial,” said Rah Mahtani, social media manager for Jack in the Box. “Tying return on investment to many social activities is the missing link in the marketing space.”

MINI
The car maker has a defiant message to help launch its new model called the Clubman. The campaign, called “Defy Labels,” is a message that has broad appeal, but could mean different things to different people.

MINI is targeting Facebook users based on interests that coincide with celebrity endorsers. Tennis fans, for instance, could be targeted with a Serena Williams message from MINI. The tennis star is seen in the commercial defying the label that “this is a chick car.” Hip-hop fans could see T-Pain pop up in a Mini pitch in their Facebook feed.

MINI is using the Facebook’s video carousel ads, which let users scroll through videos. MINI is also serving lead-generation ads to the users who engaged the most with the earlier ads so they can collect consumer details for dealers to follow up.

Butterfinger
The candy brand is advertising at the Super Bowl with a rebranding campaign. The “Bolder than Bold” commercial is being kept under wraps until it airs. Butterfinger is using Facebook to release some teasers for the ad with GIFs, photos and videos.

Butterfinger is working with the Facebook Creative Shop to re-edit its Super Bowl commercial for the social network. Butterfinger is reconfiguring the commercials to make them “post-literate,” said Kristen Mandel, brand manager at Butterfinger, using marketing speak for creating ads that work on mute if they have to.