While most were getting ready for the big game by putting on their favorite jersey, preparing food and drinks, and travelling to a friend’s house, I was charging all my tech gadgets (lab top, cell phone and tablet) and preparing not only to write my commercial analysis for class, but also to be totally overwhelmed, and involved, with the social media. Throughout the game I stayed totally engaged, both through the television and the internet. However, I was surprised, yet ecstatic, to find that I was more entertained by the social media buzz than I was with the television advertisements and the actual football game.
The internet was bombarded, with Twitter ads, hashtags, even Instagram pictures, and everyone was getting involved and engaged with the game no matter who they were rooting for. The Twittersphere was taken over by #EsuranceSave30 and the questionable marketing decisions by JC Penney and their drunk… I mean tweets made with mittens on. Whether the JC Penney stunt was considered a success or not, it got people talking and personally, I made my first visit to the retailer’s Twitter page, creating awareness that was before unnoticed. It’s marketing/advertising moves like this that really get us to notice which brands are indeed staying creative to be involved in what is said to be advertising’s biggest day.
With new way to advertise and promote other than television commercials throughout the Superbowl, you get a great sense of what creativity really is. This holds true to brands who use social media to engage with viewers, or how retail and other brands that have nothing to do with football are able to show their creative twist on their interest in the game.
An awesome use of social media was Esurance, who waited to advertise in the first spot AFTER the game was over. They poked fun at big brands who spent millions to advertise during the game. They then told viewers that because they waited, they saved about 30% of their money, which they were going to give away to someone who hashtagged ‘EsuranceSave30″. It was a great way for them to engage consumers and really provide proof of the importance and success ability of social media.
One of the coolest parts of the Superbowl is how brands who do not advertise on television for the game still find some way to show they are involved. Brands like Tide, Pepsi and Bud Light utilized Twitter to show that whether they advertised on TV or not, they weren’t going to let the game go by without engaging there customers. Bud Light incorporated a Vine video that played off of their television ad. Pepsi advertised on Twitter reminding viewers to stock up on Pepsi as they watched The Pepsi Half Time Show.
@Tide was able to advertise on Twitter promoting a ‘clean’ halftime show, while mentioning the sponsor @Pepsi. It’s really interesting to see how these brands remain creative by staying involved with what is going on in pop culture, even if they have nothing to do with the event. Great examples of this was also represented all over Instagram. Some of my favorite retailing brands did a great job of posting and engaging their customers, even though these fashion brands were pretty much irrelevant to the Superbowl. These brands include Free People, Tj Maxx, Kate Spade, Anthropologie, and The Limited. Some posted party ideas, recipe tips, and even models in different jerseys, insinuating they were getting ready for the big game too! These posts were obviously targeted to the female viewership of the game, but again, it totally intrigues me to see how all brands are continuing to stay creative in how they reach their audience and come together for a day most Americans consider a national holiday.
Elle Whitney 