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According to a recent Advertising Age article, E-Trade was the only Super Bowl advertiser in 2009 and 2010 to end its ads with a teaser to its Facebook or Twitter presence. The wide adoption of social media has changed all of that this year, as more and more advertisers integrate social media into their TV ads. At $3 million for a 30-second spot, companies are wringing out every last dollar of marketing ROI.
Consumer behavior and technology are driving the increased social marketing interest among Super Bowl XLV advertisers. Lightspeed Research estimates that two-thirds of Super Bowl viewers age 18 to 34 also plan to make use of a smart phone during the game. Of this group, 59% are expected to send emails or text messages about the game, 18% will visit advertiser websites and 32% will post comments about the game on a social network.
After running its Super Bowl ad last year, Volkswagen found that 1 million people later viewed its ad online. In response, this year VW is doing an ad “takeover” of ESPN’s mobile site during the game and YouTube the day after. Teleflora will use an alluring Faith Hill to pitch its floral delivery and feature its new “Flower Coach” app for the iPhone and iPad that enable a consumer to tell friends via email or Twitter when they are sending them flowers.
Audi will continue to engage consumers following its 60-second spot with a tactic known mainly to Twitter users: the use of Hashtags. Hashtags are keywords (#example) and are searchable within Twitter, thereby allowing users to track a conversation by title or content. Equally important is the ability of marketers to track user comments.
Budweiser has been teasing the market with 15-second clips of their Clydesdales with a “to-be-continued” trailer. It is also posting Super Bowl ads to its Facebook page to engage users in working together to solve the plotlines of ads it has yet to run.
By far our favorite Super Bowl ad preview: Angry Birds! Fox is pushing its animated film “Rio” in the fourth quarter in a 30-second spot with an embedded code that will direct players of the mobile app to a secret level in the game. Once completed, the user can then enter a contest to win a trip to Rio de Janiero for the worldwide movie premier in March. If you happen to miss the ad you can, of course, find it on YouTube…over 500,000 have already watched the trailer.
Get ready to be surprised and entertained with the many creative twists marketers will use to build engagement with consumers during the Super Bowl.
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Business uncertainty is taking a back seat to moving ahead as companies jockey to capture new business this year. Frankly, we’d like to think that spending for marketing is a leading indicator of economic recovery. As we observe what appears to be a sea change in business confidence, here are five marketing ideas to consider:
1. Dust off your brand online: Many companies pulled back on marketing over the past two years, and that website design from 2007 may be a little long in the tooth. Cleaning up your online website presence generates good marketing ROI and is the quickest way to make a new impression.
2. Content is king: The patience for customers to weed through average content is gone. Sharp, concise messaging and well-thought communications are needed today.
3. Go mobile: Smartphones & tablets are revolutionizing communication and consumer behavior. Pew Research Center reports 40% of adults use mobile phones to view online content and check email. Marketing tactics need to meet this behavior with apps and mobile websites in order to stay ahead.
4. Make it measurable: The ability to measure results will continue to drive decision making in 2011. The growing sophistication in marketing metrics and monitoring tools belie the assertion that tactics cannot be measured.
5. Sweet simplicity: Successful campaigns in 2011 will keep it simple. Give thought to your mission, your key messages, and stay true to your brand, and you’ll make it much easier for your audience to choose your service. Above all, keep it short and sweet!
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