It comes but once a year, bringing chest-bumping, boastful crowds and fried, cheesy, bacon-wrapped atrocities. Yes, the Superbowl is this weekend and fans, players and advertisers are gearing up.
Game strategy has changed this year. Not only have many ads already been pre-released to generate buzz, but advertisers have more outlets than ever to generate conversation. But which brands are going above and beyond simply posting and playing to really make their ads work for them?
Stats show that a huge percentage of Americans will be interacting with another device while watching the game. Most of those watchers will share ads via social media during and afterwards. Brands need to make a multi-platform campaign in order to keep up. If they're shelling out nearly 3.5 million for a 30 second slot, they better make it count.
Here are a couple companies who are looking at the big picture of game-day advertising:
Chevy
Chevy has created a "Chevy Game Time" app which quizzes users with game-related trivia for a chance to win prizes via Facebook and Twitter. Their successful strategy relies on connecting the people who aren't necessarily interested in the game, but are there for the party or ads. They are also catering to the huge percent of viewers who will be watching with tablet or phone in hand.
Coke
Coke's iconic polar bears will be watching the Superbowl. Fans can interact with the polar bears on Facebook and follow their thoughts on Twitter (#GameDayPolarBears). Coke's stroke of genius is the emphasis the polar bears play into live conversation. The bears react to game plays and fan interaction. There is nothing quite like real-time brand response.
One key takeaway is that you can't have a "one size fits all" approach to brand presence in social media. The most successful brands have developed media that works uniquely for each medium, whether it be Facebook, Twitter or YouTube. Not only does this ensure better interaction, but also campaign longevity.
I'll be tuning in this weekend, but mostly to see what other brands are able to dream up. Let the games begin!
