Super Bowl Social and the Curse of the Second Album
Posted by Gemma Pollard
On February 2, the Super Bowl descends upon New York. Pressure is building. Expectations are high. New York City is setting her table.
Sure, it’s the premier sporting event on the NFL calendar but Super Bowl XLVIII also marks the anniversary of Oreo’s pivotal blackout tweet (hard to remember we’re talking about a single tweet) responsible for “the next Oreo” battle cry bouncing around Madison Avenue.
Every major live event – be it music, entertainment or sports – provides a stage for brands to reach consumers. The recent Grammy’s proved no exception, and Arby’s arguably “nailed it,” capitalizing on a fortunate wardrobe choice by Pharrell Williams with a simple, sophisticated message:
The tweet even attracted kudos from Pepsi and Hyundai with responses that were both clever and classy, as reported by Adweek’s David Griner. That’s 83,741 retweets and 48,902 favorites, as of January 30.
But, back to the Super Bowl. In the competitive battle for social media glory, there are effectively two camps: those agencies with major brands as client/s that are looking to leverage a paid TV spot in the Super Bowl with social execution and those that are looking to piggyback on real-time social discussion on behalf of their client/s.
In the paid corner: Brands pay a reported $4 million on average for a 30-second spot (here’s a list of who has bought what in the Super Bowl according to Advertising Age), and that doesn’t include the sizable budgets needed to concept a killer Super Bowl spot, pay for stellar talent and production. The list goes on and on.
In the earned corner: The cost to have your real-time social team plugged in and ready to leap is miniscule in comparison. Sure, there’s work involved in having a solid social strategy in place including a crystal clear understanding of brand messaging and a lean, agile approval process, but as we’ve seen with the Oreo and Arby’s examples, there’s only so much content preparation you can do.
The standout performers from this month’s Golden Globes, as rounded up by Digiday’s Saya Weissman, were L’Oreal and Citi Bike. Their tweets were cute and on brand but felt “canned,” and the results – 9 retweets/14 favorites and 92 retweets/71 favorites, respectively – show it.
Perhaps what Oreo and Arby’s have demonstrated is that the only real way to make a huge impact using social media is to have a crackerjack copywriter that knows your brand at the ready to create quick, smart quips aside a robust monitoring system and streamlined approval procedure.
In any case, the eyes of those interested in marketing and advertising will be on Oreo, eagerly watching its Twitter and Instagram feeds to see what it serves up this year. In the cutthroat world of Super Bowl marketing, let’s hope it’s not the Lemmings to their 1984.