Mediaboss Marketing

While many advertisers shelled out millions for a spot during Sunday's Super Bowl, Audi went with a more social marketing scheme: Snapchat. Was it successful?

Yesterday afternoon and evening, millions of sports fans geared up for a Super Bowl that would ultimately prove to be stupendously underwhelming (or overwhelming, for Peyton Manning).

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But despite the huge number of TV sets tuned to the big game, many viewers were glued to other, smaller screens. That's because the way we watch TV is changing. Audi understands that, so the automaker tried its hand at a newfangled marketing campaign, conducted via Snapchat.

Was Audi successful? You be the judge.

NOT YOUR GRANDMA'S SUPER BOWL

Once upon a time, when something important was on television, interested viewers had to shush everyone around, crank up the volume, and pay close attention. Then came VCRs, DVRs, Roku, YouTube, and variations on those themes, and suddenly, we didn't have to worry. If we missed something, we could always catch it later.

That gave us room to multitask, and today, everyone's favorite multitasking tool is the smartphone. When news is happening, we put our heads down and we Facebook it, we Instagram it, we tweet it, we turn it into GIFs and post it to Tumblr, where it gets reblogged and rebloggedad infinitum. Today, TV isn't so much a spectator sport as a conversation-starter on social media.

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Super Bowl ads and Snapchat? Audi tries something new