This Super Bowl, did you com­pete on the side­lines, or get in the game? Even if you can afford a com­mer­cial spot, there’s no guar­an­tee it will cut through the noise of half­time shows, party con­ver­sa­tions, and all the other flashy ads. For dig­i­tal mar­keters, the only sure way to get in the game is to inte­grate your brand with the action using ongo­ing, real-time, cus­tomer engage­ment tactics.

Social media is a pow­er­fully effec­tive game day chan­nel for engag­ing view­ers and gen­er­at­ing buzz. Last year’s most talked about cam­paign was Oreo’s “You Can Still Dunk in the Dark” Twit­ter graphic, a speedy response to the unfore­seen half­time black out. This year, every social media man­ager sat hop­ing for their own black-out moment.

Adobe’s social mar­ket­ing team spot­ted a win­dow of oppor­tu­nity in the Super Bowl mar­ket­ing frenzy: it took to Twit­ter to show how a B2B brand could cre­ate con­ver­sa­tion within the mar­ket­ing com­mu­nity about dig­i­tal strate­gies, build 1:1 rela­tion­ships with other teams, and impact the sto­ry­line of Super Bowl mar­ket­ing. The team wanted to demon­strate how brands could effec­tively aug­ment ad space on game day with social media. Adobe used the uni­fied focus of a mas­sive event to bring mean­ing­ful con­ver­sa­tions to our unique audi­ence: other mar­keters. The team did this through a fun and excit­ing three-pronged strat­egy, which we hope will spark some ideas for your brand.

1. War Room Deliveries

We deliv­ered gift bas­kets full of gourmet snacks to fam­ished war room work­ers so they could enjoy a Super Bowl party of their own. Twit­ter was our out­reach hub for coor­di­nat­ing these deli­cious deliveries.

2. Real-Time Recognition

We also used Twit­ter to call out exam­ples of smart mar­ket­ing as they occurred through­out the Big Game. We rec­og­nized mar­ket­ing teams who would oth­er­wise be labor­ing behind the scenes and engaged them in con­ver­sa­tions about their own cre­ative decisions.

3. Real-Time Adobe Dig­i­tal Index insights

The Adobe Mar­ket­ing Cloud team pub­lished and ampli­fied real-time insights pro­duced by the Adobe Dig­i­tal Index team regard­ing Super Bowl cam­paigns. Our goal was to turn the lat­est dig­i­tal index report from a lengthy, data-filled doc­u­ment into share­able, socially con­sum­able tips.

How You Tack­led Social Media This Game Day

Adobe’s social mar­ket­ing team watched as you made great plays across social chan­nels before, dur­ing, and after the Super Bowl events. The best ads and tweets are still draw­ing cheers. We noticed sev­eral trends emerg­ing from the many strate­gies at play on the dig­i­tal field.

1. You Played in the #HashtagBowl

There were more tweets than ever dur­ing this year’s Super Bowl, and more than half of all TV ads men­tioned hash­tags or social media monikers. Mar­ket­ing Land’s #Hash­tag­Bowl helped mar­keters track which cam­paigns were gen­er­at­ing the most buzz.

Some of the hottest hash­tags? Budweiser’s #Best­Buds kept its pop­u­lar puppy theme trend­ing well beyond the game. Users call­ing the company’s TV spot “the best com­mer­cial of the night” asked oth­ers to “retweet if you cried!” mak­ing Bud­weiser the “most dis­cussed adver­tiser” of the day.

Chobani had the sec­ond largest “social lift among food brands,” cre­at­ing a #How­Mat­ters move­ment along­side its ad of a griz­zly ran­sack­ing a store for the company’s honey Greek yogurt. And RadioShack sur­prised every­one with the suc­cess of its throw­back #InWith­The­New campaign.

Another sur­prise win­ner was DiGiornio’s humor­ous #DiGiorNOY­OU­DIDNT moment, which lever­aged the #Super­S­mack trend to tweet “YO, THIS GAME IS LIKE A DIGIORNO PIZZA BECAUSE IT WAS DONE AFTER TWENTY MINUTES #Super­BowI #Super­S­mack #DiGiorNOY­OU­DIDNT.” @DiGiornoPizza cur­rently has nearly 17,500 retweets for that late-in-the-game chuckle.

2. You Released Com­mer­cials on Your Own Time

As early as the Thurs­day before the game, 22 com­pa­nies had released their com­mer­cials online. Budweiser’s “Puppy Love” com­mer­cial gar­nered more than 14 mil­lion YouTube views before it ever aired on TV. GoDaddy cre­ated mul­ti­ple ads, shar­ing a few before the game to build antic­i­pa­tion and cre­ate a story arch that had view­ers invested by the time its Super Bowl spot went live.

Early releases show mar­keters were think­ing more about build­ing ongo­ing con­ver­sa­tions than mak­ing a one-time splash. They were also a way to avoid times of peak com­pe­ti­tion and have a larger share of con­sumers’ atten­tion. And drop­ping teasers and mul­ti­ple ads helped com­pa­nies guar­an­tee a favor­able cost per view. There’s risk involved in choos­ing a sin­gle air time: Will view­ers tune out or stay glued to their screens by the fourth quarter?

Even after the game, extended cuts and “uncen­sored” ads con­tin­ued rolling (see, for exam­ple, ads by RadioShack and SodaS­tream). Our new mul­ti­chan­nel dig­i­tal land­scape allows mar­keters to release con­tent when they want and how they want in order to opti­mize true reach.

3. You Put Fans Up Front

GoDaddy fea­tured a real woman really quit­ting her job in front of 10 mil­lion Super Bowl view­ers. Dori­tos “Crash the Super Bowl” con­test solicited fan-made com­mer­cials, then let view­ers choose a mil­lion dol­lar prize win­ner. Dori­tos also gave free tick­ets to fans and seated them in their own Dorito shaped sec­tion. And Esurance offered view­ers a chance to win $1.5 mil­lion by tweet­ing #EsuranceSave30 at the end of the game. The “Save 30” refers the 30 per­cent the brand saved by air­ing their com­mer­cial late, a sum they were offer­ing back to one lucky fan.

Each of these cam­paigns gen­er­ated tremen­dous engage­ment from con­sumers who enjoyed see­ing the spot­light turned on real peo­ple and wel­comed the chance to engage a brand in real time. Cre­at­ing a game of your own for view­ers to par­tic­i­pate in along­side foot­ball heroes may be the trend to beat next year.

Is Any­one Watch­ing Your Commercial?

Dur­ing the Super Bowl, the Adobe Mar­ket­ing Cloud team also pro­moted “Quiet,” the lat­est video in their “Do you know what your mar­ket­ing is doing?” cam­paign. The video depicts a group of Super Bowl watch­ers rush­ing excit­edly to the TV, only to turn their atten­tion to their var­i­ous mobile devices. An excit­ing com­mer­cial airs, but all eyes are glued to smart­phone and tablet screens.

Social plat­forms pro­vide mul­ti­ple touch points with cus­tomers who are scrolling smart­phone, tablet, and lap­top screens under the glow of their TVs. That’s why mar­keters “need to pay atten­tion to every screen—not just the big screen—when they game-plan for the Super Bowl.” And now that the Super Bowl frenzy has died down, mar­keters need to think about the value of omnichan­nel expe­ri­ences in their long-term strategies.

2 comments
AceWebacademy
AceWebacademy

Yes, Social media is gaining more significance in digital marketing. This trend will certainly improve the quality of contents as here the viewers matter and not the search engine