...so now we have a superbowl ad being pre-released on the company's website in hopes that social media will create buzz about the ad before it runs sunday...times they are a changin'...and i do hope i am among the first to help generate the ever-important social media buzz with this post.
(incidentally
homeaway.com is an austin-based company with an outstanding website for renting apartments/houses for vacation and temporary stays...i used it only once so far and ended up with an affordable "flat" in soho, london. the owner of the apartment was an interior designer so it was impeccably decorated complete with a really terrific private outdoor patio...anyway, i have a favorable impression of the company & anyone willing to throw a test baby in a commercial, well, you know, you gotta admire them, no?...that they used a local ad agency instead of a national one to create this spot is also good, austin economy needs all the business it can get)
HomeAway seeking big splash with early online posting of Super Bowl ad
By Lori Hawkins AMERICAN-STATESMAN STAFF
Published: 9:14 p.m. Sunday, Jan. 30, 2011
The Super Bowl is six days away, but Austin-based HomeAway wants to get buzz for its ad going early by releasing it online today.
Even bad buzz will do: The spot includes a dad accidentally throwing his baby into a glass wall.
The buzz can be positive or negative, as long as there's buzz," said CEO Brian Sharples , explaining why his online vacation home rental company departed from the tradition of keeping Super Bowl ads under tight wraps until they air.
The company is posting the ad on its HomeAway.com website, hoping it will quickly become a talker on Facebook, YouTube, Twitter, et al and attract more people to its website.
The 30-second ad will air during the third quarter, before a television audience estimated at 100 million. HomeAway paid $3 million for the air time, according to advertising industry analysts.
Last year, HomeAway aired a Super Bowl spot featuring Chevy Chase reprising his role in "National Lampoon's Vacation."
This year, the company worked with Austin agency Vendor Inc. on a fast-paced ad about a fictional government "Ministry of Detourism" that works to rescue vacations ruined by bad hotel experiences and promote the idea of renting private homes for more space and privacy.
Hotels hate your guts," declares the minister, played by British comedian James Dreyfus.
The ad takes place in the ministry's top-secret government testing facility, where families endure various hotel room disasters in the glass-walled "hotel room simulator."
In one scene, a family is squabbling over space in a cramped hotel room. The dad falls onto a coffee table and accidentally launches the baby (an animated doll) into the air. It smashes against a glass wall before sliding to the floor.
In the TV spot, Dreyfus catches the baby. "It's just a test baby," he says.
In 60-second online videos, HomeAway.com will feature three versions that people can customize. They can choose the fate of the baby ("smush," "smash" or "catch"), and replace the baby's face with their own or someone else's. The commercial can then be shared on social networks and e-mailed to friends.
We used the test baby to create a Super Bowl-worthy moment that breaks through the clutter of many ads," Sharples said. "While everyone loves babies and wouldn't want to see a real infant get mistakenly flung into the air, we hope viewers will get a good laugh from our test baby's unfortunate flight. The comic situation is used to highlight the fact that families, particularly those with children, could use a little extra space when traveling."
There will be additional online videos on HomeAway's website.
The ad is another big bet for 6-year-old HomeAway, which spent more than $2 million on airtime, plus salaries and production costs, on last year's spot.
The goal was to increase awareness of vacation rentals and the HomeAway brand. In the 24 hours after the game began, the ad generated a 500 percent increase in visits to HomeAway.com. The site also received 1 million incremental page views in a 24-hour period.
"We always said if we had the right idea, we would do it again," Sharples said. "The Super Bowl gives you an amazing opportunity to reach, in one fell swoop, over 100 million people who are actually paying attention to the ads. I can't think of a more efficient way to reach that many people, and that's just the beginning. From there it flows to the Web."
Analysts say this is the year that combining Super Bowl ads with social media will come together, with advertisers using online tools to reach new audiences and keep their messages going long after the game is over.
Roughly 15 percent of the people who watch the Super Bowl this year are expected to post something on Facebook about the game or the ads, according to a survey by Venables Bell & Partners, a San Francisco ad agency.
Thirty-one percent of those who responded said they intended to share their favorite ads with friends via e-mail, Facebook or another social media avenue, up from 26 percent last year.
For its 2010 campaign, HomeAway worked with advertising agency Publicis in the West , part of a big global advertising company.
This time, it used a year-old Austin agency, Vendor Inc., which had done a small project for the company.
"It's great for Austin to have an entrepreneurial company like HomeAway representing it at the Super Bowl, and for HomeAway to team with a local firm like us is part of the Austin story," said James Martin, a partner at Vendor who spent 20 years at Austin-based GSD&M Idea City.
Sharples says he liked Vendor's ideas.
"One of the things that Austin is all about is buying local, and it was great to find this kind of talent here," Sharples said.
In contrast to selling beer or a candy bar, the challenge for Vendor involved explaining a more complicated brand in a short time.
HomeAway runs the largest network of websites for people who want to rent vacation homes or condominiums, with more than 540,000 rental listings in 120 countries. The concept is still relatively new in the U.S., and HomeAway wanted a high-profile campaign to prove why vacation rentals are the better alternative to hotels.
For HomeAway, which has raised more than $400 million in private equity backing, the ad campaign is part of its push to become a household name for travel, like Orbitz or Travelocity.
The company, which Sharples says is profitable, is considered a leading candidate for an initial public stock offering this year or next.
It has 780 employees worldwide, including 330 in Austin.
Filming took place in a locomotive manufacturing factory in Prague, which has a world-class film and commercial production industry at competitive rates, according to Matt Cohen a Bazaarvoice marketing executive.
Vendor partner Joe Shands says he believes the ad will stack up well against this year's Super Bowl competition, which includes offerings from Budweiser, Doritos and Volkswagen. But he acknowledges he'll be nervous on Sunday.
"It's the largest ad stage in the world. This is the best of the best of the best, and you're always waiting, thinking 'OK, let's see how my dog runs in this race.' You're going to be judged by it."
Last year, Sharples gave away the two free game tickets that advertisers receive. This year, he's taking his father and will be watching from a VIP skybox at Cowboys Stadium in Arlington.
While the hope is for a breakout ad, success will be measured by how many people visit HomeAway's Web site, customize the videos and share them online, and then return for more, Sharples said.
"The ad is just the first step," he said. "What happens next is what really matters."