Attention Brands Aiming for Super Bowl Strategy Touchdowns
The measurements of Super Bowl 50 success have changed
Everyone is looking for that strategy touchdown — especially where Super Bowl 50 is concerned. When it comes down to it, if you work in branding, advertising or a planning team, you need to figure out how to get a leg up when it comes to making the game work for you. The new wave of participation is about engaging in authentic discussions about your product or service. To remain relevant, your communications team needs to stay agile and quick on its feet.
So what can provide you an advantage? With some of the tools listed here, you can take advantage of moments like the Super Bowl 50 in which a good chunk of the world will be focused on the same focal point.
Google Real-Time Strategy Nuggets
Use real-time ads to react to large-scale cultural events and the micro-moments that go with them during the Super Bowl. Real-time ads let advertisers serve video ads across the nearly 2 million partner websites in the Google display network during big moments.
Before kickoff, you can upload creative content and can then choose to run it instantly as a YouTube or display spot during the game. Use the Google Web Designer to create engaging HTML5 content for said ads. You can use animation and interactive elements to bring your creative vision to life, and enjoy seamless integration with other products.
Brewtasic Snaps
Snap Away! Snapchat will curate user-generated content throughout Super Bowl Sunday, and then at some point, its brand-partnership advertisements will come through, included in its feeds. While it’s a little late to strike a deal with Snapchat, come to know the mechanics of this application and its uses.
If you’re not on the list of brands already slated to work with Snapchat this year, fear not, as it’s not too late to think of how it can be leveraged for maximum return. Use the platform to connect with your followers and create accessible content. Leave no social stone unturned. Be sure to make use of all features and formats available today such as the IAB rising stars; mobile in-app, expandable video; interactive in-stream; and mastheads — plus the other new forms coming out regularly.
YouTube AdBlitz
On average, Ad Blitz participants generated four times as many views of their spots as non-Ad Blitz participants. As a one-stop place where viewers can watch the advertisement, this platform and tracking tool is certainly a vital part of any advertiser’s toolkit. After the game ends, users can vote for and share their favorite commercials.
Twitter Timeliness
Reportedly, Twitter wants you to share more GIFs as many Twitter users are reporting seeing a new button. Splendid news as GIFs are the new sports clips highlights. If your company account is not in the group of testers, you can still get your emojis on. At this time, it may be a little too late, and a bit too costly to go in for $1 million dollar Twitter Emoji. But, the troubled social platform still remains a tried and true way to seize the micro-moment and engage with loyal fans.
Be on the look out for standout moments to create real engagement.
Success Speaks Volumes
Last year, the game viewership’s peaked at 120.8 million viewers. As many of us know, the Super Bowl is the holy grail for consumers’ eyeballs, attention, and dollars. These days, there are fewer and fewer events where everyone is watching the same thing transpire as it happens. If you can pull off grabbing those wavering attentions, and can pull it off across a variety of screens, let’s just say that you’re doing well.
All brands will want to see how their ads perform after the fact. The criteria for a successful Super Bowl campaign have indeed changed in recent years. Whether the strategy is affirming a brand’s commitment, connecting customers, showcasing a technology, or pushing them to do something crazy, the measurements of success have changed too. After the game, you need to begin tabulating earned media, general number of shares, likes and tweets, et cetera. Then start running real business analytics, get data scientists to look at everything, run it through tests and benchmarking software.
Or, you could just check out PSFK’s Super Bowl 50 Coverage for more insights, where we explore the future of football, in-home stadiums and ads, ads, ads.
Watching football via Shutterstock
Originally published at www.psfk.com on February 5, 2016.