Super Bowl advertisers want to engage consumers; getting people to watch a sixty-second commercial during the Super Bowl is good, but getting them to visit a site and interact with a brand is better.
The challenge is doing so in an effective manner. Turning over total creative control isn’t a good idea; this is why few advertisers rely on consumer generated ads any more. Best case, a brand lets consumers have an impact while keeping the campaign on message.
This year Audi is running an innovative program to drive engagement: people can vote to choose the ending of Audi’s Super Bowl ad. Audi posted three videos on You Tube, each with a different ending. Voting runs for just 24 hours.
You can vote here, but only today:
This is an example of good marketing. Audi risks giving away creative surprise but in return the brand guarantees that people who vote will watch the ad three times (or more). This is a pretty good tradeoff.