From the Desk (and Mind) of Marc Landsberg

Super Bowl 2014

This weekend’s SuperBowl will have its usual array of bad calls, amazing plays, announcer gaffs, over-analysis, and as predictably as birds fly south in winter, a global conversation about all of the marketing surrounding the event.

We’re especially paying attention to the world of social media – fast becoming the epicenter of marketing around big events like the Grammy Awards, the Academy Awards, The Olympics, and more.

Last year, Oreo won the day by taking immediate advantage of the blackout and posting the hashtag #dunkinthedark. It was the talk of the SuperBowl, and drove amazing buzz for the brand. And if you didn’t catch it, you felt entirely left out of the coolest happening during SuperBowlSunday.

Well, not this time.

To create some context for what you’re about to see, here’s our quick guide:

1. Almost Everyone Will be Multi-Channelling – make no mistake, no-one just watches the game on TV anymore. In fact, FOMO prevents most people from doing that – there’s too much happening in social presences and no-one wants to be left out of the virtual water cooler chatter. According to a study posted in Mashable, over 60% of all viewers will comment on ads in social media during the SuperBowl

2. Many Advertisers Will Avoid TV Altogether – Newcastle is our favorite example campaign not only pokes fun at the massive expenditures required to make a SuperBowl ad, but also the enormity of the themes and the impact brands expect to have. The hashtag #IfWeMadeIt is already generating significant traction and followership, achieving exactly what the brand intended – huge impressions and impact without dollar one spent on actual SuperBowl ads

3. Some Advertisers Will Do the Old Bait and Switch – it’s almost becoming cliche, but many marketers now are taking full advantage of the restrictions placed on advertising. SodaStream is the best example – years ago, they created an ad which they had every intention of running during the SuperBowl – the media, in fact, was already bought. But the network disallowed it, so they instead inserted a much tamer version. But they decided to run the ad via social media anyway…and it blew up. Hugely popular, limitless shares and likes, and explosive conversation all about the brand’s banned ad. Exactly what SodaStream had hoped to accomplish. No surprise, they’re back at it this year – turning an inadvertant decision into an ongoing marketing franchise, now called “The Banned Ad”

4. The Dominant Social Platform Isn’t What You Think – I failed on this one too, assuming that Twitter would dominate the conversation hosting. Actually, Facebook will dominate, with almost 58% of viewers posting comments about the advertising there. Twitter is a distant 4th, behind texting and calling your friend!

So, whatever happens, good bad or ugly, make sure you’re a part of it. After all, you don’t want to be left behind.


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