Super Social Ads Make Super Bowl
If you were one of the fifty MILLION Americans who watched the Super Bowl last Sunday night, then you probably saw the 30 minute stretch break that players had to take during the 3rd quarter while half of the stadium’s power was out. While not much was happening on the field, advertisers kept social media alight, making the most of the situation while further promoting their brand messaging. Published in a Forbes article on Monday, Oreo, Walgreens, and SodaStream were among the most creative brands to capitalize on the blackout.
The agency behind Oreo quickly whipped up an ad with the message, “You can still dunk in the dark.” This clever, clear messaging relayed the brand’s iconic snack food while also engaging the Twittersphere following the #blackout hashtags and @superbowllights Twitter handle. Quoted in the Forbes article Kellogg marketing professor Tim Calkins said, “Everybody is responding incredibly fast. This is a huge change. It used to be you created a Super Bowl ad and you were done. Now what’s happening is marketers are generating content and interacting with people all throughout the game.”
Sunday’s social media advertising frenzy was but another example of the need for adaptable marketing strategies for 2013. Consumers are glued to screens big and small during most of their waking hours making mobile website design, pay per click advertising, and a simple, consistent brand message integral for maximum return on your advertising investment.
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