This will be the tenth and final year for Doritos’ “Crash the Super Bowl” campaign, the contest that gives fans the chance to have their homemade Doritos commercial aired during the game’s television broadcast. And according to AdGooroo data, the brand has been pulling out all the stops to promote the contest via Paid Search advertising.
AdGooroo examined U.S. Google Desktop Text Ad activity on 168 Super Bowl-related keywords from January 1-31 and found the Doritos site crashthesuperbowl.doritos.com with a commanding lead in Click Share—accounting for 36.5% of all clicks on the Super Bowl keyword group for the full month of January.
The next closest advertisers on the keyword group were the ticket sellers Ticketmaster (5.9%), StubHub (4.3%) and Ticket Liquidator (3.8%). Ten other ticket sellers depicted in the chart above made up another 19% of clicks on the Super Bowl keyword group.
Recipes for Success
Doritos was joined by other brands sponsoring the 168 Super Bowl keywords in January included Doritos’ parent company Pepsi.com with a 2.1% Click Share, Walmart.com (2%), KraftRecipes.com (1.9%), Pinterest.com (1.8%) and Ideas.Evite.com (1.5%).
While it’s clear why ticket sellers are sponsoring Super Bowl keywords, it’s not as obvious for these other brands. To gain more insight, we looked at their ad creative for the Super Bowl keyword group in January.
Long-time NFL partner Pepsi is promoting its sponsorship of the Super Bowl half-time show for the fourth year in a row, while Walmart and Kraft Foods are promoting recipes for Super Bowl parties. Coca-Cola is also promoting recipes as part of Evite’s “Home Bowl 2016” promotion, while another Evite Home Bowl sponsor, Mondelez’s Ritz Crackers, is additionally partnering with Pinterest to promote its recipes on that site as well.
There were three dominant themes in the Top 10 Super Bowl keywords in January, including tickets, party food and commercials. However, the general term “super bowl” and its variant, “superbowl”, accounted for more Paid Search spend than any other keywords in January, a combined $444,000.