One overall point of criticism of the different Super Bowl ads was the lack of integration with other media and thereby that brands neglected the opportunity to prolong the campaigns offscreen. The majority of the ads were in fact “only” entertaining TV ads without any further activation or engagement.

However, General Electric and BBDO New York created an interactive game for GE that ran during the Super Bowl on an NBC sports microsite. The game ‘Performance Machines’ cleverly took NFL players head to head against GE’s ‘super machines’ (such as a train, jet engine and microwave oven), in nine interactive battles.

Visitors of the site were invited to help each athlete win the competitions using their voice and keyboard. The site used 591 videos to create an immersive, experience and the results suggest that it was a success.