Using the Super Bowl to Aggressively Build Buzz for Brands

With new digital targeting opportunities and tailor-made ads targeting specific user segments, the Super Bowl 2015 is not merely about brand visibility during the game, but causing a real-time interaction between the audience and the brand’s story. It is a very hard competition for views, likes, tweets, comments and shares delivering a next-day controversy ad every year.

Super Bowl 2015 Evolves as most Anticipated Advertising Showcase

Since the demand for second or third screen content is skyrocketing, advertisers are willing to invest more and more money into digital campaigns. They don’t singularly invest in TV anymore but in television and digital integrated ad experiences, focusing on using new online ad opportunities as they emerge. The illustration below shows how important social networks, like Twitter are becoming for brands to meet the consumer demand, because they clearly want to interact with high quality content during the Big Day using second or third screens.

The takeaway for b2b marketers is that it’s all about leveraging event marketing to build a dialogue with clients and create an integrated brand experience to increase awareness and build reputation.

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Super Bowl 2014 – A Twitter audience of 15.3 million users. Source: nielsen.com

Facebook offers Super Bowl-Specific Targeting Segments

Last year, digital tools aiming at delivering specific content to selected target groups were still emerging. In 2015 digital advertising platforms, above all Facebook, are following an aggressive growing strategy by providing ad partners with already selected target groups, information about their profiles, used keywords, common interests and user generated content to give brands the opportunity to place individual ads based on the different user segments instead of addressing the whole audience.

These advanced targeting opportunities allow advertisers a new level of sophistication by shaping ad messages around situations happening during the game in real time, for example addressing the fans of the winning team differently within Social Media platforms than fans from the losing team. The Big Game will be a perfect proving ground for latest digital ad formats and selective target group touchpoints by reaching the maximum impact of displayed ads and leveraging every technological possibility.

Keep People Talking about your Super Bowl Ad

Good advertisement around huge sport or social events ideally starts weeks before the actual event and does not stop right after the happening. Moreover a great strategy deployment takes pre- and post-game advertising into account and delivers high quality content to become a natural part of the game or event itself. Regarding the Super Bowl 2015, a lot of brands release an anticipatory part of the actual ad weeks before the game, including Mercedes-Benz, Nissan, Skittles, Snickers and Budweiser. As important as a pre-game teaser is reflective post-game content to promote the much larger story beyond the brief 30-second ads for an unbelievable amount of $ 4.5 million.

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Super Bowl Ad Spendings 2003-2012. Source: forbes.com

TV ads during the Super Bowl just play one small aspect of the whole story while digital channels are telling the other parts, guiding the user through different levels of social networks. In the opinion of Michael Waite, responsible for the Business Development in North America at komdat.com, this approach makes perfect sense.

The difference between TV ads and digital ads is that you will hit the largest segment of the population as you can with TV ads but at the same time inevitably alienating, excluding or offending selective groups of people through this mere message. Whereby digital advertising can target unique demographic segments with customized messaging.

Let’s see which brand ad is generating a bit of next-day controversy at the Super Bowl 2015 like Coca Cola’s “America Is Beautiful” video ad did last year.

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