Written by 2012 is shaping up to be the year of the social super bowl. Brands with hopes at leveraging the big game to reach consumers have recognized that investing in buzz during the event isn’t enough. To truly capitalize on those millions that they’re about to spend on a commercial spot, they must engage the social web like never before. Brands are buying promoted tweets, linking to articles about their upcoming ads and leaking teaser clips across YouTube and Social media sites. The NFL has launched a Social Media Command Center and Social TV apps are gearing up for the big game Here’s an overview:
1. Coca-Cola has developed a social TV platform, strategy and entertainment spectacle around the Superbowl that involves bringing back the infamous polar bears, strategically embedding content across Facebook, Twitter and second screens and most importantly treating their commercials as a real-time social event.
2. Kia achieved world fame in 2011 with their addictive hamster commercials and their sales jumped 36% in the US. To prepare for the big game they use Twitter’s promoted tweet platform extremely well by showcasing an article USA Today had written about their upcoming commercial. Afterwards they leaked a clip from their commercial to give a sneak peak at the “male fantasy” they’re set to unleash.
3. Acura has played the comedy card recruiting Jerry Seinfeld and Jay Leno for their commercial about the new Acura NSX. The funniest part of this campaign is the #hashtag they’re using to promote it both in the title of the video and on Twitter. #JerrysNSX already has some good twitter chatter.
4. Chevy has launched a second-screen app called Chevy Game Time (iTunes) that promises to serve up live factoids, tweets and trivia for a chance to win 20 Chevy’s and thousands of other prizes. (Even advertisers are competing for the second screen!) Chevy also ended up running an impressive crowd-sourced campaign to determine what their spot would be. Being true to the age of YouTube, they allowed anyone around the world to compete to create their Superbowl spot.
5. Honda: Adage has already lauded Honda’s Bueller ad has as the first “hit.” The commercial puts Matthew Broderick back in his “day off” while creatively using the car to retell the opening scene of the infamous movie. The ad is already a viral success.
6. The NFL’s Social Media Command Center:
The host committee from Superbowl host Indianapolis has tapped agency Raidious to produce the Superbowl’s first ever social media command center to manage what might turn into another record breaking night of live TV. Mashable reports:
Advanced search tools and analytics will help identify fans in need of help by indexing key words and phrases. For example, a fan won’t need to tweet, “where can I find parking?” to get help; Raidious operatives will be able to pick up on a general phrase such as “parking sucks” to offer assistance.
It seems that this command center is focused on those attending the game itself. If effective this could set a major precedent for live sporting events.
7. NBC free streaming second-screen experience:
In a Superbowl first, NBCSports.com will stream the game online with additional camera angles, in-game highlight, live stats, commercial replays and other goodies. “By adding multiple camera angles, HD-quality video, DVR controls along with social interactivity, our online streaming represents a compelling, second-screen experience that nicely complements NBC’s on-air presentation,” said Rick Cordella, VP, NBC Sports Digital Media. NBC is working with Mass Relevance to bring social content into the online broadcast, which will also include a Twitter Q&A.
8. NFL.com: The NFL has also created its own second-screen experience called NFL Huddle, which blends together social updates from players, hosts and the media. Viewers can simultaneously post to the stream and to Twitter and Facebook.
8. Miso will put SideShows to work during the Super Bowl, partnering with Hyundai for the second-screen experience. Viewers “will receive rich multimedia content during key moments of the game from videos, polls, music and more while engaging with the brand.”
9. SecondScreen Networks, a synchronized ad network for second-screen experiences, will make its Super Bowl debut this year with GoDaddy ads synched with mobile apps from publishers Preplay and TapCast. So as you’re browsing those apps, when the GoDaddy spots appear on TV, they’ll appear inside the apps, as well. SecondScreen says this is the first in a series of shared-experience events for their synchronized ads.
This is just a few of the exciting social TV features planned for this years SuperBowl, look for more from Pepsi Max, Doritos,VW and others and make sure to have your smart device on hand during the game.
davidgriffith.blog 