Teamwork, preparation, getting one chance to get it right and laying it all on the line; all themes that could describe the Seahawks and Patriots, but for the past couple of decades have grown to encompass the marketers whose work is displayed on Super Bowl Sunday as well. With the advent of social networks and the democratization of information, people aren’t exactly captive audiences any more. Not only are brands now competing for your dollars, but different social networks are also struggling to be the go-to hub for real-time and event-based marketing.
Reuters: Facebook, Twitter lock horns in post-Super Bowl battle of the statistics
Amidst the flurry of statistics generated by the Super Bowl game itself – ranging from Nielsen ratings to the length of Idina Menzel’s national anthem – Facebook and Twitter each released engagement statistics in an attempt to prove once and for all that either reigns supreme in the race to be the world’s favorite channel to discuss major events. According to Facebook, 65 million people participated in Super Bowl-related conversations, while Twitter reported that users published 28.4 million game-related tweets.
Tech Crunch: Super Bowl Advertising Moves Beyond TV Commercials
As users become more and more accustomed to the “three screen” approach, brands are more apt to interact with fans through social channels during large events. While brands have yet to capitalize on random viral moments like Oreo did during the Super Bowl blackout of 2013, brands and agencies haven’t been deterred from attempting to recreate the magic. Instead of waiting for the event itself, some brands decided to leak details about their future actions, or to go ahead and publish their advertising campaigns early.
Marketing Land: Here’s What Innovative Brands Did On Snapchat For The Super Bowl
Looking for a new way to capitalize on a large public event? Snapchat has become a hub for innovative brands looking to interact with a young, mobile audience. Many companies from across industries got in on the fun last weekend. Mountain Dew used digital influencers to help promote a new product, and even let users help create a “story” with them. McDonald’s leaked their “Pay with Love” campaign through Snapchat. In probably the most significant development, the movie Pitch Perfect 2 featured the Snapchat logo and their handle in the credits of their Super Bowl advertisement in lieu of Twitter.
Ad Age: Not Just Views but Real Engagement
Forget Nielsen ratings, social stats shows how engaged your audience really is. The online listening company iSpot released their scoreboard of the most successful Super Bowl ads based not just on views, but likes, votes and shares on different social networks. Not only that, but iSpot also provides sentiment, actions, and a demographic breakdown of who are taking actions on the videos in question.
Ad Week: Totino’s Beat Everyone to This Year’s Super Bowl by Live-Tweeting It a Day Early
During a noisy event like the Super Bowl – or any huge event for that matter – how do you make sure you stand out? The answer is simple if your brand is as irreverent as Totino’s Pizza. Instead of waiting for the game to start and jockeying for clicks like everyone else, they simply “live tweeted” the game… on Saturday. What looked like a pre-planned campaign gone awry was in reality an enterprising (and hilarious) way to make sure their content didn’t get lost in the tidal wave of online content that came on Sunday. #sparts