The debutHomeAway ad for the US Super Bowl last night has won the praise of a marketing monitoring firm.
The highly competitive marketplace which takes place annual during the ad breaks is a fertile breeding ground for the US marketing community to slam or gush over the respective 30-second spots from some of the biggest brands in the country.
Reprise Media says the HomeAway ad, featuring Chevy Chase and Beverly D'Angelo in a return to their classic roles as the Mr and Mrs Griswold from the National Lampoon comedies, was a "Touchdown" compared to other ads on show.
HomeAway joined Google, Boost Mobile, E-Trade and Honda as the only companies to take advantage of a wider off and online media schedule.
Reprise says:
"TV connected with search, landing these advertisers in the end zone!"
A recent Comscore report suggested nearly one in three (around 30 million) people were expected to log on to their computers during the match extravaganza.
Around 14% of the Super Bowl audience was expected to visit one of the advertiser's websites as well.
Reprise says advertisers not making the most of a mixed-media strategy included Budweiser, Intel and Dockers.
In a statement, HomeAway says:
"Daily unique visitors to vacation rental website up by more than 500 percent on day following debut of movie trailer-style commercial featuring Chevy Chase and Beverly D'Angelo reprising their roles as Clark and Ellen Griswold; one million incremental page views for website immediately following airing of ad."