SodaStream and Puppy Bowl Invite Fans to Host Super Bowl House Parties

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It’s a standard tenet: Word of mouth is the most powerful form of marketing. So what better way to get the word out about a brand than to have someone host a party and invite their friends?

This is the concept upon which HouseParty.com is founded. The platform enables brands to connect with advocates willing to host an in-home product demonstration. The goal is to capture the hearts and minds of consumers with experiential advertising. The idea is to engage the brand communities through earned media and let the consumer do the work.

SodaStream and Animal Planet teamed up with House Party to connect with the Super Bowl audience. Of the 15,000 applicants to host Puppy Bowl parties and 20,000 to host SodaStream parties, House Party CEO Chris Maher, says only 1,000 fanswere selected from this deluge of applicants for each brand.

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While the goal for the SodaStream parties was to get the product into the hands of consumers, the Puppy Bowl parties were a little different. Maher says Animal Planet’s goal was to leverage the social power of the House Party platform for content creation and distribution.

“Animal Planet wanted to engage as many people as possible,” Maher says. “So everyone who applied was able to participate on some level.”

Selected hosts received a VIP party pack with Animal Planet and Puppy Bowl swag. However, for those who weren’t selected, they got exclusive access to content from Puppy Bowl, Animal Planet and other advertisers.

It’s a little soon for data on the Puppy Bowl and SodaStream parties that took place this weekend. Still, Maher says brands generally see a $ 2.30 return for every dollar spent on House Party campaigns. He added that House Party measures engagement based on impressions, total hours of brand engagement,  pre and post party surveys, the increase in brand favorability and increases in sales.

Based on the pictures and raving comments on the party pages for both brand events, a good time was had by all.

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Fox Bans SodaStream Super Bowl Ad Featuring Scarlett Johansson: Plan Backfires Ad Goes Viral

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Well played Fox Television. In your attempt to keep your hands from getting dirty you went ahead and outsmarted yourself.

If you didn’t hear, Fox decided not to allow a commercial from the “Make your own Soda” company SodaStream as they were reportedly concerned that Coke and Pepsi would be upset.

The result of the ban from the television network was the video went viral in a big way. Within just hours of the ban reportedly more than 1.8 million people visited the companies advertisement on YouTube effectively making the ban into an aggregator rather than deterrent.

SodaStream having Scarlett Johansson strip down from her robe into a sexy little dress doesn’t hurt the cause, but I feel confident to say that had little to do with the video taking off across the webosphere.

The good news is even if a few of those 1.6 million viewers set out to the store and buy a soda stream, Coke and Pepsi are going to be more than okay. I’m also guessing that Fox will have no problem finding someone to fill in the ad space, so I guess all and all they are going to be okay as well.

The big question here is should Fox fear Coke and Pepsi to such an extent that they drive substantial ad revenue and content away? Further, did Fox actually do themselves or the brands they supposedly wanted to appease a service here by banning the ad? At the very least Fox could have taken the millions of dollars from the small(er) company in exchange for their 1 minute of air time.

And the winner is…

In the end SodaStream is the big winner here. In what amounts to a very mediocre commercial with a mid-tier A lister, SodaStream got to skip the expense of the superbowl ad and ended up getting a more focused audience and wider media outreach than they could have hoped for.

Lesson: See also old media companies doing dumb things.

Check out Scarlett and SodaStream in the ad that was banned by Fox


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