One day out of the year, the public that constantly complains about advertising, and marketing messages all gather around their TVs to get way too excited about advertising, and marketing messages. Modern media professionals have taken what once was, and is intended to be, the largest sporting spectacle of the year into the largest money making advertising bonanza of the year. Now as marketing turns towards social media, so too does the Super Bowl marketing hype.
During this years Super Bowl I followed five brands on twitter to see what strategies and tactics different companies chose to adopt during the mass marketing frenzy.
The first brand that I’ll talk about is one that in my opinion ran the most interesting campaign of the day. Coca-Cola, an advertising giant will not be remembered tomorrow for some funny outlandish add. That is because they decided to launch a PR campaign during the biggest ad day of the year. A bold move, but also one that I thoroughly appreciated. The #MakeItHappy campaign launched just before kick off, and called for the internet to be made a happy place and freed from its negativity. Coke asked users to respond to negative messages with #MakeItHappy, and Coke would turn the negative message into something that could help spread positivity.
The next two brands are both pizza tycoons, but approached social marketing for the game in two different ways. Pizza Hut took what I would call a hybrid approach, using things happening in the game to encourage users to buy their pizza. While Domino’s sponsored a fake live tweeting session, tweeting outlandish events that were supposedly taking place at the game. However, the real difference between the two pizza moguls was their customer feed back. The Domino’s news feed was full of vulgarities due to what appeared to be delivery delays, while Pizza Hut’s news feed was dominated by re-tweets of their previous promotions.
The fourth brand that I followed is one of the Super Bowl favorites. In the past few years, Budweiser has become very popular due to their touching Super Bowl ads. This year another heart warming, tear-jerking story about a golden retriever and his posse of clydesdale friends set the media world reaching for a tissue-box, and the re-tweet button. Aside from re-posting their ad onto their social media site, Budweiser did little in the way of social media strategy.
The last, and possibly most socially vocal brand that I followed was Pepsi. Pepsi, being the sponsor of the halftime show, posted many tweets building up to Katy Perry’s performance. With pictures of “halftime prep”, and clever one-liners. However, after the half time performance began, the posts made by Pepsi took and “interesting” turn. With gifs of cats dressed up in weird costumes, animatedly performing halftime themed bits, Pepsi seemed to be making some kind of statement. What that statement was, I have no clue.
What I do know is that social media is a game changer, and there is more to come.