Snagging an ad spot during the Super Bowl used to be one of the greatest marketing moves, but is that still the case?
Putting together a company's kick-ass marketing strategy around the Super Bowl is almost more competitive than the highly anticipated game itself... at least from a marketers perspective.
The days of live TV are far from over, but most people's focus is now being split, with one eye on the big screen and the other eye on their phone. Social media is the new name-of-the-game, and the most successful Super Bowl campaigns clearly take advantage of that.
Forward-thinking companies are now starting their game-day campaigns months in advance, driving conversations about hot-button topics, created buzz using hashtags and other mediums, and forgoing a multi-million dollar ad spot.
Let's take a look at some of our favorite strategies being used now.
Spend less - Use the smaller screens
Gone are the days where you have to spend millions of dollars to grab the attention of the millions of interested football fans.
Smart companies now are making use of social media marketing, apps, mobile experiences, and viral media to make the most of Super Bowl Sunday.
(This also gives you the advantage of reaching the people that aren't into football or won't be watching the game on the big screen.)
Auto companies like Toyota,Kia, Lexus, and Nissan each spend millions a year on their Super Bowl commercials, while Volvo, for example, took advantage of other mediums.
Volvo famously took advantage of their competitors while saving money, by encouraging people to tweet them every time they saw a different auto-makers commercial. The result was their hashtag trending multiple times throughout the night.
Their sales increased a by nearly 70% the following month, and they had the only globally trending vehicle that year.
Connect with the public
While the game is the original hot-topic, in recent years, the conversation has shifted to focus more on the activity surrounding the game, rather than on the game itself. For many people, that focus is on friends and family, food and drink, the halftime show, and the Super Bowl commercials.
From Tide to Doritos, to Budweiser, and Coca-Cola, the most famous and most successful Super Bowl commercials have always focused on what people connect with on a human level.
With the power of social media, you don't need a $5 million commercial to do the same.
It doesn't start and end with game night
Nobody starts advertising their Black Friday deals the week of Thanksgiving.
You can use the Super Bowl hype to market yourself way beyond the event. Some brands have run month-long, season-long, or even year-long campaigns!
People are talking about the Super Bowl long before game night, and they'll be talking about it long afterwards too. Milk it for all it's worth.
Super Bowl Sunday is one of the hottest times of the year for companies to capture the attention of over 100 million people around the world.
Don't let that opportunity slide.
By creating a creative marketing campaign that goes beyond a 30-second commercial, you can cut through the noise, reach more people, all while spending less money.
So how will you do it? Tell us about your Super Bowl marketing touchdown!
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