During Super Bowl LII, we witnessed the closing gap between traditional and social media marketing. Kraft Foods ran an ad focusing on their new family-oriented campaign, Family Greatly, in which they asking viewers to post their own family pictures using the # FamilyGreatly hashtag. A few lucky families were chosen to have their pictures included in a second ad that ran during the game’s second half. We measured that 14.1K viewers used the hashtag in response to the ad, wanting to have their family featured on national TV. According to Nielsen, Super Bowl LII was watched by 103.4 million Americans. In that case, the ad, which aired on television but called to an online action, experienced a conversion rate of approximately .01%.
