Suddenly, the focus is off the family — and on the data.
One day after the evangelical group Focus on the Family aired its Super Bowl commercial — following a storm of controversy — it was clear on Monday that the group achieved its goal: a torrent of new attention for its website and its brand in social media land.
“Our website is crashing,” jokes Jim Daly, president and CEO of Focus on the Family. In fact, it would have crashed had the group not beefed up its servers in anticipation. After the ad aired, the site’s traffic ballooned to 40 times its normal volume — with 50,000 unique visitors and 500,000 hits.
Between Dec. 1, 2009, and Monday at 3 a.m., Focus on the Family generated more Super Bowl advertising-related social-media conversations than any other advertiser or brand — even more than Google, Anheuser-Busch and Doritos, reports Alterian SM2, a software marketing company that monitors social media.
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