Super Bowl commercials have become a cultural phenomenon. The Super Bowl is the most watched television broadcast in the U.S. Super Bowl XLV in 2011 attracted an average audience of 111 million viewers. The network that broadcasts the Super Bowl charges a premium on the advertising during the game. At this year’s Super Bowl XLVII, the average cost of a 30-second advertisement was around $4 million.
This makes it a privilege for companies to be part of the Super Bowl advertising.Companies are willing to pay the money because it is the best way to get the most views and publicity as possible. It is great for companies with a new product that are trying to build brand awareness as well as for companies that are trying to rebuild their brand.
Many viewers only watch the game to see the commercials. They probably don’t remember who won the Super Bowl in 1984, but they remember the 1984 Apple commercial that introduced Macintosh.
A reason for the continued popularity of this commercial along with many other Super Bowl commercials is because of social media.
The trend in social media with the Super Bowl has been progressing over the past few years. Social media has turned the Super Bowl into an even bigger marketing event than it already was. Companies are making social networking a focal point of their advertising plan for the Super Bowl.
Before YouTube, if you missed the Super Bowl, you missed the commercials. You were then out of the loop in the conversations for the next week or so. Now you can watch all of the top commercials aired during the game through YouTube’s Ad Blitz program.
YouTube has given companies the ability to get more ‘bang for their buck’ in terms of Super Bowl advertisements. Social media has enabled commercials to ‘go viral’ and generate millions of additional views. Having a commercial ‘go viral’ is as important as having it play during the Super Bowl. Social media helps to justify the lucrative cost of advertising at the Super Bowl.
Companies have started to generate a buzz before the Super Bowl. In doing so, they are extending the life of their investments. Companies are taking advantage of social networking to be more interactive with consumers. They are giving fans a chance to have a say in the ads that appear during the Super Bowl. Doritos was one of the first brands to use ‘crowd-sourcing’ to get people involved before the Super Bowl. It launched “Crash the Super Bowl” campaign for ads made by fans.
At this year’s Super Bowl there were some companies that generated a major advantage because they were ‘quick on their feet’ with social media.
Oreo took to twitter with a quick-witted ad just minutes after the power went out. The tweet that went along with this ad read: “No power? No problem. You can still dunk in the dark.” It was retweeted nearly 15,000 times and won respect for making the most of the moment. It created even more buzz than its TV ad.
More examples of social media during this year’s Super Bowl are found on the link below.
Super Bowl ads along with social media can create a huge success for companies. We will definitely see more emphasis on social strategy in the Super Bowls of the future.