Super Bowl Reaction Round Table
Record-breaking numbers for both television viewership and social media activity were clocked during the big game this weekend. And while we’re still talking about the highlights (dancing sharks! interceptions!) and lowlights (sad ads. interceptions!) of the action on and off the field, we’ve also had some time to digest the social game play that paralleled the big game. This year, we’re taking our conversation from the Hunter office water cooler to the digital water cooler and sharing what surprised, delighted and inspired us from the Super Bowl marketing game.
1. McDonald’s creates “marketing-jacking” – Michael Lamp, VP of Social & Digital Media
By now, the concept of news-jacking is not a new a social strategy. Plenty of savvy consumer brands are leveraging pop cultural moments and soft news headlines to create timely, relevant social content to keep their brands in vogue with target publics, notably the oft sought after millennial base. During the Super Bowl, McDonald’s took this concept to new heights via a tactic we’re affectionately calling marketing-jacking. The brand timed a series of Tweets to go live just after other brands’ multi-million dollar ad spots reached an audience of tens upon tens of millions. From there, the brand saluted each ad and offered followers the chance to win incentives based on the ads and brands featured. Yes, they even gave away a Mercedes. Your move, @BurgerKing.
2. Budweiser bid against, well, everything on Twitter – Ali Williams, Social & Digital Media Strategist
Speaking of jacking, Budweiser flexed its spend muscles and aggressively bid against brand trends on Twitter during the game, but also bought promoted Tweets against keywords of other advertisers, including brands that have no category relevance, including Loctite and Mophie. When searching on Twitter for Loctite, consumers were served up the Budweiser “Brewed the Hard Way” commercial. Loctite wised up to the tactic and called the beer folks out, but we are anxious to see if this bold type of bidding lives beyond the super-charged “ad bowl” environment. This could spell a stark increase for CPE and CPM in the real-time Twitter market if the net continues to be cast this wide.
3. What exactly was #SuperBowlRally all about anyway? – Donetta Allen, Partner and Social & Digital Media Practice Leader
We all saw the commercials, but we’re still not clear on what the message was. Did they want viewers to search the hashtag or use the hashtag? Would you discover unknown treasures of facts and rewards via the hashtag? Finally, a minute-long star-filled montage of people screaming appeared on our screen that proclaimed that “together we make football!” Huh? Go sports?!? So the point of multiple ads driving to a singular hashtag was to unite the globe as [American] football fans? Unless I completely missed a pre-game campaign, the message was a bit deflating (sorry, had to) in the midst of targeted, insight-driven, integrated campaigns happening all around the viewers during the game.
4. The real winner: Real-time meme creation – Caitlin Leddy, Account Supervisor
I’m a rabid Patriots fan, or as we New Englanders call them, “The Pats.” And while I would never diminish the fact that my team raised the Lombardi trophy after one of the best Super Bowl games ever, I must say… memes were the real winners on Sunday. Internet influencers were given plenty of fodder for the visual wit that plays out as the Internet meme. Whether it was using the Nationwide children to second guess the last play call or comparing Katy Perry to Katniss or Blades of Glory Star Will Ferrell, there was lots to talk about and influencers seized the opportunity to shine in the cultural spotlight of the moment. While we didn’t see a “Dunk in the Dark” tweet this year, we did have surprise “winners” in the meme game, including a web developer from Charleston, S.C. with 5,000 Twitter followers. I guess that just goes to show that quality timely content is still king, even at the height of Twitter activity.