They are calling it the biggest social media event of the year, and that is no exaggeration. Super Bowl XLVI will be viewed by an audience of approximately 100 million and eyes will be fixed on more than just the Giants and the Patriots. In an effort to extend their reach past the television, advertisers are spending unprecedented amounts of energy and funding on their social media strategy. This year companies are utilizing their 30-second slots in a more creative and interactive way.
With such a large viewership, advertisements aired during the Super Bowl have always been pricey and acclaimed. Various companies including Coca-Cola and Audi are utilizing social media in efforts to extend the reach of their campaign. Some of their tactics include asking the audience to tweet their favorite commercials prompting them to use specific hash-tags and catch phrases. “With the conventional wisdom being that consumers are more likely to make a purchase if recommended by a friend or family member, chief marketing officers are keen to insert themselves in a Facebook or Twitter conversation about the products and services they sell,” Reuters reporter Yinka Adegoke said.
Because of the added engagement with viewers, the price tag for airing commercials has increased from 3 million to 3.5 million. “The social media conversation has put more value on a Super Bowl ad, fans will discuss your ads on Twitter and Facebook and then go to YouTube to watch it on demand over and over again,” said Brad Adgate, senior vice president of research at Horizon Media. The hike in value can also be attributed to the amount of people who are likely to engage. Statistics show that approximately 60 percent of viewers will be tied in on a second screen i.e. a smart phone or tablet. “Social Media is the future and it’s apparent now more than ever,” states Adgate.
Breaking new ground this year is the Super Bowl Social Media Command Center. Yes, it might be a mouthful, but it is an exciting addition showcasing social media’s ability to aid Super Bowl ticket holders while attending the game. The 2,800- square foot command center will be built in downtown Indianapolis and will be manned by a team of strategists who will monitor the conversations via Facebook, Twitter and other platforms. The team will tweet directions to fans in search of parking, direct visitors to Indianapolis’s best attractions, and stand by to provide information in case of emergencies.
With these new advancements in Social Media it’s easy to see why it is becoming an increasingly relevant and useful tool for businesses and consumers alike. This year will be a highlight in the growing timeline of social media and we are excited to see marketing heavy-hitters make history during the Super Bowl on February 5th.
