vendredi 31 janvier 2014

Halfbacks and Hashtags: Why the Super Bowl and Social Media Fit Perfectly

This Sunday, as more than 100 million people turn on their TVs to watch the Super Bowl, they’ll be bombarded with multimillion dollar advertisements that are being powered by social media. The social media and digital advertising revolution of the Super Bowl started in 2012, when 25 percent of ads mentioned a hashtag or social media account. In 2013, the number more than doubled, with over half of all national ads mentioning a hashtag or social media account.


This year, businesses aren’t waiting until game day to put their social media operations into high gear. Big brands that are spending an average of $4 million for 30 seconds of air time this year are promoting their advertising and integrating their marketing strategies to include social aspects more than ever.


Growing Views Exponentially on YouTube


While every second on national TV costs hundreds of thousands of dollars, views on YouTube are practically free for brands. This year, brands are posting both their full Super Bowl ads on YouTube before the game and using the social video site to post and promote teaser ads in an attempt to create engagement for the main ad that will air Sunday.


Halfbacks and Hashtags: Why the Super Bowl and Social Media Fit Perfectly image butterfinger


Nestle is taking the teaser approach with its “couples therapy” ad on YouTube, which has gathered more than 2 million views so far. Nestle says that its full Super Bowl ad, which will feature its first new product in years, will follow the same storyline as the teaser.


Meanwhile, AXE put its full Super Bowl ad on YouTube more than a week before game day. With it being one of the few ads to talk about leading up to the big day, AXE has been able to garner media attention and more than 3.5 million YouTube views.


Both of these tactics have the same goal in mind, to expand the reach of the advertisement by creating social and media buzz before the ad actually runs. With a combined 7 million YouTube views, they’re creating that extra engagement.


Gathering Shares with hashtags


Halfbacks and Hashtags: Why the Super Bowl and Social Media Fit Perfectly image HyundaiHashtags are the most popular way to incorporate social media into Super Bowl ads according to Marketing Land, who has been keeping track for the past two years. One business using hashtags this year to try and create a social buzz during the game is Hyundai.


At the end of its commercial, titled “Nice”, the car company puts the hashtag #NiceHashtag right under the company logo and slogan. Hyundai’s goal is to create a social buzz for its cars organically through Twitter. So far, many local Hyundai dealers have latched onto the idea and are using the hashtag to promote their own inventories and sales.


By creating a hashtag that is non-specific to the Super Bowl, Hyundai is able to reuse the hashtag throughout a marketing campaign instead of only around the game. Other advertisers will go the otter route and create hashtags that specifically apply to an ad or the game in an effort to build a bigger, quick response, instead of a simmering, longer lasting one.


Paid links to social media sites


Brands are using paid ads ahead of the Super Bowl to take advantage of the high volume of Super Bowl commercial searches. If you search for Super Bowl ads, you get these ads.


Halfbacks and Hashtags: Why the Super Bowl and Social Media Fit Perfectly image paid ads 2


Halfbacks and Hashtags: Why the Super Bowl and Social Media Fit Perfectly image paid ads


One thing that is easy to notice is that the paid ads don’t push searchers toward homepages. Instead they’re actively geared toward pushing people toward YouTube videos and web pages that specifically apply to the products being advertised on Sunday. By pushing people toward the videos instead of sales minded pages, brands like Bud Light and H&M are showing that they understand how to adapt paid ads to fit the desires of searchers. It’s also important to notice that paid ads combine the strategies outlined above of using hashtags for Twitter to reinforce the message from the videos.


Conclusion


Brands that spend the piles of cash needed to put themselves in front of the 100 million Super Bowl viewers must make the most out of their budgets. Using social media is one way to add reach and engagement to a traditional television ad campaign. This Sunday, expect to see a higher percentage of brands use social media outlets like YouTube and Twitter to try and create a viral response to their ad. The brands that succeed will create enough free publicity through organic sharing and media attention to dwarf the cost of the 30 second commercial.






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