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Looks like a couple search marketers used the Super Bowl as a cheap marketing avenue.
Daniel Kovach of SearchArize:
Daniel Kovach, a good friend, and all around swell guy, posted an article about how many of the search terms and ideas surrounding the hype generated by the Super Bowl were clearly under priced in the search market.
I saw some of his stats, and he was able to get over 100,000 ad impressions and hundreds of clickthroughs at under a quarter a click on a campaign that only took him about 15 minutes to put together.
Reprise Media:
Reprise Media did their second annual Super Bowl Search Marketing Scorecard, where they rated the ads and also noted how many companies advertising on TV were absent from search.
Marco Iacoboni:
He did some neuromapping here.
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The big news during President Bush's State of the Union speech was his mention of the phrase "addicted to oil." It was in the headline of every print paper I read that next day. I immediately bought that phrase in an ad network.
I paid a ridiculously low bid for a full three days and received over 10,000 impressions, a good clickthrough and decent conversions from the traffic. Other people started noticing and the bids started ratcheting up. After five days some larger players -- primarily automakers touting their "green" and hybrid cars, but also investment newsletters and the like -- finally jumped in and the price went way up. But by then people had lost interest and search frequency dropped off to nothing.
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