Akamai has launched a Super Bowl usage index to track traffic sent to its advertising clients before, during, and after the game. It appears that the premier site they’re delivering is Dove’s "Campaign For Real Beauty" v2.
If you remember, Keynote used to do this for all sites in 2000, 2001, and 2002. Too bad they discontinued it after the crash – I think we’re going to see even more integrated TV-to-web campaigns this year than ever before.
Now if we could only get something like a Fireclick Index for the sites as well, we’d be a tantalizing baby step away from measuring what matters – bottom line results. I hear that water cooler buzz is important but maybe clarifying with something like "because buzz signifies brand awareness which leads to consideration and purchase, meaning sales in the short term and loyalty in the long term" would help dispel the notion that the CMO and CEO aren’t on the same page. Just think of your CEO as Rod Tidwell and CMO as Jerry Maguire. And the CEO wants the quan.
Oh yeah, I’m also publishing a piece this week on advertising campaigns best practices. Not up yet but hopefully will be by the end of the week.