I’ll admit that I’m not a big football fan. I’m into many sports, but football has always seemed a little slow, and the action a little fragmented for my liking.
Despite this, every year I eagerly anticipate the Super Bowl.
Undeniably it’s filled with drama, and is nothing short of a sporting spectacle.
But the real reason I’ve historically been so interested in the Super Bowl really has nothing to do with the competition on the field, but more to do with the competition for consumers’ attention and wallets, the advertising. And I know I’m not alone on this front.
Every year, marketers have been shelling out increasingly ridiculous (or maybe not, depending on returns) sums of money to have the privilege of advertising to the TV audience of the big game. In fact this year, it has been reported that television media space sold for a whopping $4 million for a 30 second spot.
In recent years, however, the landscape of Super Bowl advertising has been changing.
It used to be that Super Bowl ads were kept secret to be revealed on the day of the game. This kept people guessing about who was going to do what to up the ante, and it was fun and exciting to see who was going to win the day.
This year, it seems as though every advertiser has pre-released their big Super Bowl spots. AdAge has already published comprehensive coverage of what many Super Bowl advertisers plans are on television.
Now the game to watch is on social media
While social media marketing isn’t exactly new, last year, Oreo changed the game of Super Bowl advertising with their famous power outage tweet, crafted by agency 360i.
Almost instantly that tweet opened the eyes of marketers about the power of contextually relevant, real-time marketing on social media. And unsurprisingly, this year, many more players will be participating in this game.
The real question for this year’s game then isn’t about whose going to have the most amazing television spot, but who is going to capitalize on what real-time opportunity to capture the attention of their social media audience.
But this is a little underwhelming, don’t you think?
While it’s really exciting to bear witness to this change, and be involved in the world of social media and content marketing during this time, I can’t help but feel a little underwhelmed by this.
I should be excited to see who is going to be doing what on Twitter, Facebook, Instagram or other social media channels, but I’m kind of lacking in the excitement department.
The problem is that we know what’s coming. Numerous marketers and advertisers looking for their unique opportunity, but a large part of the magic for Oreo and 360i was that they caught everyone off guard. The big question at the time was, ‘how the hell did they do that so quickly’, and even though the answer was relatively simple, it was something that virtually nobody was prepared for.
We should be finding ways to capitalize on opportunities in near real-time every day
Opportunities to delight an audience in real-time don’t necessarily need to be limited to big events like the Super Bowl.
What the Oreo tweet should have done is awoken us to this opportunity, and we all should have scrambled to find ways to manage this kind of magic on a daily basis be it by empowering small and nimble social media teams, through the creation of processes that account for the need to be fast and responsive, or some other method.
Despite my being underwhelmed at the thought of a huge number of marketers trying to recreate magic they bore witness to last year, I’m still looking forward to the creative output of those playing this game.
What I am going to be hoping for, however, is for at least one social media team to throw up a proverbial ‘hail Mary’ by doing something completely new, innovative and attention grabbing. The opportunity is there, it’s just a matter of who it’s going to be, whether it will occur this year or in the future, and what they’ll do.
How are you going to be following along with the Super Bowl on social media?
Do you think anyone is going to be able to create similar magic as Oreo did last year?
Also, following the Super Bowl, it would be awesome to know who you thought won the marketing and social media games by hearing about your favourite TV ads and moments on social media.
It would be great to chat with you more about this in the comments, or on Twitter @RGBSocial
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