Super Bowl and the Second Screen: 4 Tips for Social Marketers

Feb 06

A year ago, Oreo set a new standard for real time marketing during the 2013 Super Bowl. One power outage and one tweet was all it took for their brand to swiftly become what everyone was talking about – even without a $4 million dollar ad buy. This year, companies talked up their social media “war rooms” that featured employees on call, with their fingertips constantly hovering above keyboards, waiting to strike when their moment of cleverness and relevance crossed paths. What were the results? In my eyes, very little.

JC Penney was #TweetingWithMittens. Hillary Clinton tweeted a right hook at FOX. Butterfinger chimed in on the safety that started off the game. But other than that, it seems as if Oreo pulled off a Twitter heist that transitioned real time marketing into a norm, inspiring social media engagement that almost felt forced one year later.

Have we come so far away from the authentic wit of a community manager that we have to incentivize with $1.5 million just to get our hashtag trending? I admit, although I did tweet #EsuranceSave30, and have a special place in my heart for John Krasinski, it did leave an artificial taste in my mouth.

As social marketers, it’s just as important to take advantage of these real time opportunities as it is for commercial brands. A prime example of this is how Pharrell’s hat at the Grammy’s inspired tweets by Smokey Bear. When Smokey’s social media agency, HelpsGood, saw the conversation growing regarding the likeness of the two hats, they took full advantage of this cross-section of pop culture and social marketing.

So how can we anticipate these moments during the Big Game, or similar events, to join the conversation while still feeling authentic?

  1. Take advantage of the event before, during, and after. Depending on the mission of your organization or client, there are ways to provide social marketing messaging beyond the run of the clock. Knowing that the majority of Americans are whipping up their favorite (albeit, unhealthy) snack for the game, tweet healthy alternatives. After the game, share messages about recycling. And heaven forbid there’s another power outage, why not share emergency preparedness tips?
  2. React to conversation that already exists. With Twitter timelines filling with feedback after each commercial, contribute in a way that’s relevant to your cause. For example, colleagues and I joked over Twitter regarding the food safety of the Chobani ad, a topic that we often touch on for one of our clients. How long had that yogurt been sitting out on the un-refrigerated shelf before the bear got to it?
  3. Converse with other organizations and followers, not just at. Some of the best real time marketing from this year came from organizations engaging with one another (see Tide’s reaction Vines). When relevant, promote your partners and engage with other brands. Similarly, responding directly to mentions indicates your organizations investment in its followers.
  4. Know your audience. Invest your resources on the platform that works best for your audience, at the times where they would most likely chime in. If you’re trying to reach your typical American mom, she’s probably more likely to be checking her social channels following the Goldie Blox commercial versus the Maserati commercial.

That being said, never underestimate the importance of good old spontaneity. Happy tweeting, everyone!

This entry was posted on Thursday, February 6th, 2014 at 5:26 pm and is filed under Social Marketing, Social Media. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

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