The 2013 Superbowl on Sunday February 3rd was the olympics of advertising. And as an American-marketing lover, I tuned it to watch and observe all the big-brand players. My personal favorite on-screen brand connection was “The Chase” by Coca-Cola. Coke was able to create and execute an interactive experience for audiences by producing a commercial with a winner voted on by viewers during the game. This not only was a fun commercial for everyone sitting at Superbowl parties to enjoy, but the creative execution left the viewer engaged and curious. Another connection I found to be noteworthy during the big game was the Budweiser commercial “Brotherhood.” Budweiser encouraged viewers to help name the baby clydesdale used in the ad, via twitter. Other Superbowl ads included heavy use of hashtags, Facebook icons, and corporate website references.
The idea that viewers will take the time to engage during a Superbowl is risky, with all the partying. Brands are taking the risks and learning that there is a large audience who wants to interact. I am an avid believe that the consumer wants to be heard, and any voice is okay. The fact that these brands used simple ideas to facilitate connections that did not require too much energy from the audience is totally necessary during a game. Critics may have thought the idea of ‘the great chase” to be vanilla but it was completely necessary for the event (Superbowl) taking place.
According to an Altimeter report 2013 Superbowl Ads Favor URLs, Hashtags- Not Facebook by Jeremiah Owyang, 75% of brands integrated second screen experiences to their commercials. Owyang describes the second screen experience as a promotion to extend engagement to brand websites and social sites. The report also highlights that Twitter and URLs prove most successful in this second screen experience.
Twitter is a universe that allows audiences to engage most during events, like the Superbowl, and that is why it is crucial for brands to use hashtags during commercial airtime. Like i said the Superbowl is the olympics of advertising with the best of the best in brand names coming to play. Brands must promote second screen experiences, like Coke and Budweiser, to further engage audiences and continue to make meaningful connections. According to Owyang’s report, hashtags will overtake corporate websites in 2014 and prove to be the most successful means of making second screen connections.
I have to agree with Owyang because I see the potential for hashtag use growing throughout next year. The hashtag allows Twitter users to tweet relevant ideas and thoughts. It allows brands to track these messages and further engage with the audience. It is true that the hashtag will continue to make connection-magic as the years progress. As a hashtag lover I am excited to see the hashtag progress and curious to see what will be the next big connector to social audiences.
Until next time…