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Social media activity will be a part of Super Bowl more than ever. For the first time we’ll be listening and interacting with the worlds’ thoughts in real time about one hot event: Super Bowl 44. Ladies and gentleman, we’re all in it together in this massive force of online chatter. What does this mean for advertisers? How fast will an advertisement go from hit to bust (if it hasn't already)? How empowering is social media for us, its users? One word: Liberating.
1. Advertisers are using social media to generate buzz about their commercials: Anheuser-Busch is using Facebook to get fans to vote for the commercial they most want to see on Super Bowl Sunday. Has their technique proven effective? Indeed. According to Alterian SM2, Budweiser has the highest positive sentiment score amongst its fans.
2. Pepsi has completely opted out of having a Super Bowl commercial. Instead they’ve decided to go full throttle and spend their ad dollars on a social media campaign: The Pepsi Refresh Project. Shout out to our friend Mark Sanchez! Vote for him and his support for the Juvenile Diabetes Research Foundation! So far so good--its generating a bunch of buzz and fans are digging it.
3. The NFL is jumping on the Social Media Wagon big time. They’ve created an interactive user interface that aggregates all tagged Twitter and Flickr content. I took a peek--there’s so much content but it’s not exactly organized. Perusing through the scattered content, the Flickr photos do a better job than the the tweets at catching your eye. Have a look: The Super Bowl #SB44
Suffice to say, there is a plethora of options for advertisers to make a presence via social media. Everyone’s a part of it, including the athletes, the celebs, and the fans. Don’t miss out--get on it!
It will be interesting to see if there is any measurable research that can track the success of social media marketing versus traditional TV advertising. Though the Super Bowl is the only time I get excited about watching ads...they're usually pretty good.
ReplyDeleteSeveral reports measuring the effectiveness of the integration of social media ads and traditional media Super Bowl ads came out today, but there were few reports that gauged them separately.
ReplyDeleteI guess that might be because it is too hard to capture the traditional media marketing effects like how many people are talking about the brand offline, and the purchasing effect that might be generated by TV ads is hard to measure in the short term too. But it is relatively easy to measure how many people are talking about something online, especially in social media platforms.