Skechers Scores Big in Super Bowl Ad Race

Sunday’s Super Bowl may be in the books, but brands are still cashing in on the big game.

Skechers stirred up plenty of excitement with its commercial, which featured a French bulldog named Mr. Quiggly, as well as a cameo from Dallas Mavericks owner Mark Cuban.

“We knew our GoRun Super Bowl spot was going to be a success based on the reaction of the many accounts that came through our offices during our January pre-line [showings],” said Skechers President Michael Greenberg. “But we had no idea how huge.”

The executive appeared on “Good Morning America” with Mr. Quiggly on Friday, creating more buzz in advance of the commercial. And the spot received largely positive praise after it aired during Sunday’s game.

In fact, the commercial ranked as high as No. 3 on USA Today’s ad meter on Monday, and placed fifth on Hulu Adzone’s Top 10 Super Bowl Ads of 2012. (The Hulu index is determined by the number of likes on Facebook.)

And everyone from Katie Couric to Snoop Dogg tweeted about their affinity for the pooch.

Going forward, Greenberg said, the company plans to build on the momentum by using Mr. Quiggly for in-store marketing and other promotional events.

“This is just the beginning for Mr. Quiggly,” Greenberg said. “He has truly become an MVP for us in the U.S. and around the world.”

Meanwhile, Adidas also got some major exposure, but not through a clever ad. The brand’s Jeremy Scott “music note” track suits and Wings 2.0 sneakers got prime exposure when dancers wore them during Madonna’s halftime show.

“You couldn’t miss Adidas during the halftime performance,” said Jon Wexler, the brand’s global head of entertainment and influencer marketing.

Madonna herself also made a big fashion statement during halftime with her Miu Miu thigh-high boots.

And while the New England Patriots came up short in the big game, Ugg Australia still made the most of its partnership with Patriots star Tom Brady.

Throughout the weekend, the brand gifted product to on-air ESPN personalities as well as members of the New England Patriots and New York Giants. Ugg also created a special gifting suite at the “NFL Honors” award ceremony, which took place the night before the Super Bowl.

The division of Deckers Outdoor Corp. also ran a full-page black-and-white ad in the sports section of Monday’s Boston Globe congratulating Brady on his Super Bowl run. In addition, digital banners also on WSJ.com, Boston.com and ESPN.com/boston.

“Working with Tom has been a wonderful experience for the company and the Ugg brand,” Connie Rishwain, president of Ugg Australia, said through a written statement. “For us, he is the embodiment of what Ugg for men represents both on the field and off.” 

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