The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Media and the Super Bowl: A Brief History
Posted on February 3rd 2014
Can you guess how many people watched the Super Bowl last year? 10 million? 50 million? 100 million? None of the above.
That’s how many people watched last year’s Super Bowl. 108 million! That’s over 1.5% of the entire population of the earth.
Regardless of whether you live in New York or New Delhi, the Super Bowl is an event not-to-be missed. With so many eyes fixated on this one event, the opportunities for guerrilla social media marketing are great!
This Sunday, (unless it gets snowed out) we will witness Super Bowl XLVIII, where The Denver Broncos will face off against The Seattle Seahawks. It is projected that this year, 111.3 million people will tune in. The differences between “traditional” TV advertising and social media marketing are perfectly exemplified in the case of the Super Bowl.
A single 30-second TV spot will run a company upwards of $4 million. Social media, as we all know, is essentially free. If ever there was an argument for a company – regardless of its industry, to invest in social media marketing during a certain time, the top choice would be the Super Bowl. In fact, people often watch the Super Bowl just to see the ads – a phenomenon I don’t think you will see occur for any other event.
Given the massive viewership of the Super Bowl, the opportunity for social media marketing is immense – both for B2B and B2C. Given that such a large sample of the population will be watching, chances are your target audience will be among the viewers.Oktopost, for example, is a B2B company that offers a platform for B2B social media marketing. In other words, you could call us a B2B 2 B2B. You better bet that we (I) will be taking advantage of the Super Bowl this year, and posting relevant tweets and Facebook posts throughout the event. Even though we aren’t selling any sort of tchotchkes , I know our target audience will be tuning in and, as a marketer, I have to use this unique opportunity to reach them.
Here are a few examples of how clever social media marketers have taken advantage of the Super Bowl over the years:
2013 – The Blackout Bowl
Super Bowl XLVII was one for the ages. Aside from the high energy game-play and the nail biting finish, a major blackout caused a stoppage of play for an entire 34 minutes. During this time, there were a few clever social media marketers who thought fast, and took advantage of the situation.
This was a perfect example of why social media is an integral part of any marketing mix – it happens in real time, just like life
Here are how a few brands capitalized on this spontaneous event:
Arguably the most innovative social media campaign ever. Oreo was the first brand to realize the potential of the 34-minute black out. In only a few minutes, the company put together a clever graphic.
The brand tweeted an image titled “Power out? No Problem,” The image and showed a dimly lit scene, with an Oreo and a caption that read, “You can still dunk in the dark.” The company had the foresight to have a full team of copywriters and designers on hand, which allowed them to strategize and release this image within 10 minutes of the blackout
Piggybacking on Oreo’s idea, Tide also released a graphic on social media that capitalized on the blackout. About 20 minutes after Oreo’s tweet, the ad-wizards at Tide released an image of their own with an extremely clever tagline.
Taking what Tide and Oreo did one step further, Calvin Klein put together a short video clip which they made using Vine, and tweeted it. This strategy was not only a great way to take advantage of the blackout; it was also one of the first really successful uses of Vine, which was relatively new at the time.
2012 – The First Social Media Super Bowl
The 2012 Super Bowl was a special game for this writer, since it was his team that came out victorious (Go Giants!). Super Bowl XLVI was dubbed the first “social media” Super Bowl, and it has set the stage for how marketers think about large events with high viewership. Marketers took the time to plan their strategy, and when it came to game day, they were able to capitalize on many aspects of the game – as well as the commercials.
The companies who had paid for commercials that aired during the event carried out most of the social media marketing activities. According to research conducted by Coca-Cola prior to the game, 60% of all viewers would have a second “screen” open during the game. Given these statistics, the 2012 Super Bowl was a watershed moment for the way social media is used for marketing.
Will people keep track of Twitter as much as they do the commercials during future Super Bowls? I am fairly confident that we will see some amazing developments in the way social media marketers tap into the potential of the Super Bowl in the coming years.
Chevrolet, for example, used their commercial spot to allow viewers to interact socially by answering trivia questions on a free app, and then share it on Twitter. This was an innovative idea that will most certainly be used in the future.
2011 – Social Media Dips It’s Toes
Super Bowl XLV was really the first time social media was introduced into companies’ marketing mix during the event. By today’s standards, the tactics used then were rudimentary, but the fact that they were used at all marked a monumental shift in how social media is leveraged.
One example of how social media marketers dipped their toes into the water during the Super Bowl was the inclusion of hashtags in commercials. This practice is commonplace today, not only during the Super Bowl, but on television shows at large The idea of putting a hashtag in a commercial is to motivate viewers to engage in a conversation about the commercial and product.
So this Sunday, along with your chips and beer, make sure you have your computer open, and keep an eye on your social channels – you are sure to see some innovative marketing tactics!
Do you have any plans for innovative Super Bowl related social media activities this Sunday?