Tech Glitches Steal the Show in This Year’s Super Bowl Ads
During this year’s Super Bowl, technology took center stage not only through advertisements but also with unexpected glitches that affected several brands. Major tech companies were aiming to showcase their innovations, but many encountered issues that overshadowed their campaigns.
Mr. Beast and Salesforce Collaboration
Mr. Beast partnered with Salesforce to engage viewers in a unique contest offering a $1 million prize. Participants were tasked with solving clues hidden within a Super Bowl ad and an online treasure hunt. Unfortunately, numerous contestants faced delays in receiving registration emails, primarily due to an overwhelming number of entries.
- Salesforce acknowledged the issue, attributing it to high demand and promising to work with email providers to address it.
- Marc Benioff, CEO of Salesforce, reported that the campaign’s landing page attracted over 53 million visitors.
AI.com Launches with High Expectations
In another segment of the broadcast, an ad for AI.com, created by Crypto.com co-founder Kris Marszalek, encouraged viewers to sign up and create their own agents. However, the website experienced downtime shortly after the ad aired.
- Marszalek invested $70 million to acquire the AI.com domain, marking it as the highest price ever paid for a domain.
- He later highlighted that the site experienced traffic levels beyond expectations, causing temporary accessibility issues.
Advertising Investment and Risks
The stakes were undeniably high this year, with NBCUniversal reporting an average 30-second commercial cost of around $8 million, with premium slots reaching up to $10 million. Additional expenses included talent fees, production costs, and promotional campaigns.
- 127.7 million viewers watched the Super Bowl last year, making it a crucial platform for advertisers.
- Companies typically aim to avoid mistakes during such a prominent event, yet some tech failures can create a perception of popularity and demand.
Lessons from Tech Glitches
Marketing experts have noted that while tech issues might negatively impact user perceptions, they can also serve as effective marketing tools. Loz Horner from Lucky Generals mentioned that glitches might encourage viewers to get involved, as they create a sense of urgency.
Last year’s Coinbase ad, featuring a bouncing QR code, crashed its app due to heavy traffic right after airing, yet was celebrated as a success, driving 20 million visits within minutes. This year, Coinbase opted for a retro-style ad encouraging viewers to engage by singing along before displaying its logo.
Kalshi’s Experience with Delays
Another company facing challenges was Kalshi, which focused on promoting betting related to the Super Bowl. Although it was restricted from advertising during the game, they reported delays in deposits and transfers on their app due to high traffic volumes.
Overall, the tech glitches of this year’s Super Bowl ads illustrate the complex interplay of technology and marketing, demonstrating both the risks and rewards of engaging with vast audiences on such a monumental stage.
