Biggest Day of the Year
In the United States it is a well-known fact that, at least in terms of advertising, the Super Bowl is the biggest day of the year. There is over a hundred million anticipated viewers, all of which are potential customers. In the weeks leading up to game day you’d have to be deaf not to hear a comment like: “I can’t wait to see how good the commercials are this year,” or “did you see that commercial with the dog during the Super Bowl? It was so funny!” You’d also have to be deaf not to hear people say “times are changing.” That saying is
undeniably true, especially for advertisers.
Adapting to the TimesIn the United States it is a well-known fact that, at least in terms of advertising, the Super Bowl is the biggest day of the year. There is over a hundred million anticipated viewers, all of which are potential customers. In the weeks leading up to game day you’d have to be deaf not to hear a comment like: “I can’t wait to see how good the commercials are this year,” or “did you see that commercial with the dog during the Super Bowl? It was so funny!” You’d also have to be deaf not to hear people say “times are changing.” That saying is
undeniably true, especially for advertisers.
With the rise of the internet, and subsequently, social media, advertising companies are constantly having to change their ways and adapt to the new media-driven world. The industry is cutthroat. If a company is too reluctant to change their ways, they quickly fall off the radar, and ten new ones take their place.
Chevy's Plan
This year companies are taking it to the next level. With the big day fast approaching, advertising efforts are springing up all over social media favorites like Facebook, Twitter and YouTube. That’s not all. Companies are also broadening their horizons to include the likes of smartphones and tablets, by creating apps. On January 22, the Chevy Game Time App became available for download on smartphones and tablets. Chevy app gives users the opportunity to connect with other fans during the game, answer trivia for the chance to win prizes, and also chances to win cars during the game. As Chevy put it, the idea is “don’t just watch the game, be a part of it.”
Volkswagen Follows Suit
Volkswagen has taken a different approach by releasing a few “teasers” for their commercial this year, as well an extended version of the commercial they plan to air on game day. The Star Wars themed commercial last Super Bowl was a hit, and the car company is trying to build up the hype, using the slogan “Back and better than ever.”
Super Bowl Hashtag
Twitter has always been on the front-line for companies wanting to get the people going. Only a few days ago #superbowl was a sponsored hashtag, once which I used. If you simply go to twitter and look-up the hashtag you’ll see countless tweets featuring it, and many companies using it to promote their products. Hey, it worked on me. My tweet was about a Super Bowl commercial featuring Matthew Broderick in homage to his beloved character Ferris Bueller. How did I find out about the ad in the first place? Through Twitter, of course.
Sink or Swim
These examples are just a few of many showing how companies are effectively using social media to reach the masses on game day. Advertising is sink or swim, and social media may just prove to be a life preserver.
Sources:
https://twitter.com/#!/search/%23SuperBowl
Experience Super Bowl Sunday in a Whole New Way
http://www.chevrolet.com/culture/article/game_time_app/
Super Bowl Ad Preview: VW 'Bark Side' Teaser
http://www.wesh.com/r/30351385/detail.html
The 2012 Super Bowl, By the Numbers
http://newsfeed.time.com/2012/02/02/the-2012-super-bowl-by-the-numbers/
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