NRN editor and restaurant marketing expert Jennings breaks down what you should be watching in the industry this week. Connect with her on the latest marketing trends and news at @livetodineout and [email protected].
The Super Bowl XLIX was expected to be the most-watched U.S. television event of all time, but the big game also made social media history, with a record-breaking 28.4 million tweets during the broadcast.
Restaurants took advantage of the focus on football to get their own brand messages out.
You know there’s a lot of cheddar on these #lobsterworthy plays. #CheddarPlay pic.twitter.com/NwdPYfZKmz
— Red Lobster (@redlobster) February 1, 2015
Noodles & Company tried to help the football-impaired know what to say during the game with its “Mac and Cheat” tweets.
Announce to the room, “Tom gets his 4th ring, tying with QBs Bradshaw & Montana.” #MacAndCheats #SB49
— Noodles & Company (@noodlescompany) February 2, 2015
But the big winner on Sunday may have been McDonald’s.
Marketing analytics firm Ace Metrix said on Monday McDonald’s one-minute “Pay with Lovin’” Super Bowl ad won the top score based on surveys of viewer reaction.
The commercial’s Ace Score was 706, one of the highest ever for a Super Bowl ad, and 21 percent above the category norm for quick-service restaurants, Ace Metrix said. Budweiser, Coca-Cola and Snickers tied for the No. 2 spot.
“An Ace Score over 700 is about as common as a perfect game in Major League Baseball: 0.06 percent of all ads over the past five years have scored above 700,” Peter Daboll, Ace Metrix’s CEO, said in a statement. “McDonald’s has achieved Super Bowl gold, surprising and delighting consumers and changing perceptions about the fast-food giant.”
According to AdAge, McDonald’s commercial also won the top spot in Twitter polls.
The Oak Brook, Ill.-based quick-service operator’s social media team was busy tweeting during the game — but not with its own ads.
Throughout the Super Bowl, McDonald’s encouraged cross-brand lovin’ by urging followers to retweet to earn prizes related to the commercials of other brands.
We’re pushin’ for way more than 15% lovin’ for that ad, @GEICO. RT and you could win a turntable and lawn mower https://t.co/8ChSqRYUiH
— McDonald's (@McDonalds) February 2, 2015
McDonald’s’ own “Pay with Lovin’” commercial also generated much love on Twitter.
I think the @McDonalds commercial is my favorite... #PayWithLovin
— katrina scherer (@katrinamoo) February 2, 2015
The social media buzz about “Pay with Lovin’” carried into Monday, as the free meals were randomly doled out for “payment” that included fist bumps, dancing or family hugs.
Lots of huggin goin on at RB #McDonalds! #paywithlovin @McD_MidMissouri @McDonalds #imlovinit pic.twitter.com/cjoC2t2ZqB
— Robyn Shire (@maggiedog123) February 2, 2015
Creating dialogue
But not all the buzz was positive. Some followers were unhappy they were not chosen for Lovin’ payment.
I'm pissed @McDonalds didn't give us our breakfast for love
Others just didn’t buy into the notion of public displays of affection.
Avoiding #McDonalds until Valentines Day so as not to have to dance in public, hug a stranger, or call a deceased relative. #paywithlovin
— Dale Schaeffer (@dale_schaeffer) February 2, 2015
And, as has been the case with pretty much any McDonald’s marketing effort of late, the minimum wage debate was raised.
RT “@savvyfatty: Hey @McDonalds: Randomly select several thousands of your employees to earn a liveable wage annually. #paywithlovin”
— Elvis|Manuel (@ElvisManuel) February 2, 2015
Not surprisingly, Pay with Lovin’ also sparked some rude comments, most of which cannot be repeated here.
#McDonald's #paywithlovin ... Otherwise known as #prostitution !!
— Bird Watcher™ (@Eagles4TheBirds) February 2, 2015
Deborah Wahl, McDonald’s chief marketing officer, reiterated that the goal of the chain’s efforts to re-energize the “lovin’” part of its “I’m Lovin’ It” tagline is about creating dialogue.
“What we’re looking for is to have a unique conversation with America,” Wahl told the Wall Street Journal. “The Super Bowl is the best platform to do it. It’s the best way to reach customers and create a dialogue that’s never been done before.”
Papa John’s Pizza, meanwhile, didn’t air a commercial during the game, though the company was an official sponsor and had a free pizza promotion in the days leading up to the game.
Still, the company said it surpassed its goal of 1 million pizza orders on Sunday, recording “double-digit sales,” which was fueled primarily by online and mobile orders.
On Monday, Papa John’s brought back its Bacon Cheeseburger pizza, along with a double chocolate-chip brownie.
Some restaurant brands kept the football fandom going on Monday with day-after references.
It might be over, but at least you can still eat our super-bowls. #sorryseattle pic.twitter.com/9lk7K9lliI
— Quiznos (@Quiznos) February 2, 2015
This year’s game produced an unlikely underdog, uh, left shark for half-time fumbles:
I got u #leftshark RT @leftshark: @jimmyjohns I'll take 20, DM for the address. Love seeing people #DareToBeDifferent pic.twitter.com/D52qVCiTtB
— Jimmy John's (@jimmyjohns) February 2, 2015
And who doesn’t love a winner?
Congratulations @Patriots!! pic.twitter.com/L9VTakB1HI
— Dunkin' Donuts (@DunkinDonuts) February 2, 2015
Contact Lisa Jennings at [email protected]
Follow her on Twitter: @livetodineout
