Super Bowl Ad Spots Sell Out, But What About Digital?
With news circulating that all Super Bowl ad spots have officially sold out for the 2014 game (priced at roughly $4.5 million for a 30 second spot), all eyes are now turning to the digital space. The challenge lays before brands to not only loop their products into the online conversation but keep audiences entertained and inspired to shop with them when the game wraps.
Forbes documented the vibrant opportunity sporting events have for online product marketers with Dove's Men + Care ad launch during the March Madness series. The "Real Moments" campaign featured stars like Dwayne Wade and Jay Bilas. Dove released the content on their social channels, and drove engagement throughout the basketball tournament. Rob Candelino, Unilever's VP of Marketing, was quoted, “Guys can engage with our NCAA relevant ‘Real Moments’ campaign across our Twitter, Facebook and Youtube channels, as well as through digital and mobile platforms. Our NCAA partnership helps our brands connect with men when they are plugged into and engaged in tournament action."
To really take social in for a touchdown, we expect brands will need to:
1. Keep it real-time
Stay present during the game on social channels. As a live event with an estimated 108 million people tuning in, pre-planned content won't speak to the same narrative as up-to-the-minute engagement.
2.Make that #hashtag snappy
Witty, informative, and easy to use: make sure your hashtag incorporates all three. Help social users understand the #hashtag use case and let it sprinkle their online conversations.
3. Speak social on social
Brands speaking in a social space need to be cognizant of what other media they are competing against. Keep the tone casual, and offer content that speaks to the experience of participating in the sporting event together, not necessarily product focused.
Alright, social teams, you're ready to rumble on the playing field. How do you expect to make a big marketing win at this year's Super Bowl?