On Sunday 5 February, the world’s eyes will turn once again to America’s ‘Game of Games’- the 51st annual Super Bowl. And as the stars take to the field, marketers will take to their phones and laptops in a bid to capitalise on the hysteria surrounding the biggest game in football.
As a yearly event, little comes close to rivalling the buzz of the Super Bowl. In the past three years, live viewing figures have averaged 113 million people – and that doesn’t account for the millions watching via social media platforms.
Hurry, the adverts are starting!
The game obviously plays a big part in drawing these numbers, but it would be a mistake to think that viewers are only tuned in for the touchdowns and scrimmages. Research conducted by Prosper Insights and Analytics has revealed how almost one-fifth of adults see advertisements as the most important part of the Super Bowl, while a 2016 YouGov poll found that more millennials watch the Super Bowl for the commercials than for the actual game itself.
Already, promos from the likes of Budweiser and Audi have been met with reception that rival this year’s Hollywood blockbusters. With every stoppage and quarter, major brands will wait in anticipation as their adverts are streamed directly to a waiting global audience. The stakes are high, but these firms will hope to mirror the success of the campaigns now residing in Super Bowl folklore. Old Spice, anyone?
Seize the day
To exploit this demand, brands have traditionally needed to pay a steep price ($5 million for 30 seconds, to be exact), but only very few can justify the $166,666 per second that’s needed to purchase a live slot.
Fortunately, the internet has provided companies with a valuable – and in many ways preferable – alternative. The immediacy of social media lies at the heart of this development. Within seconds of that gruelling tackle brands can engage with the same audience that Snickers has spent $millions to reach – for free.
These real-time efforts often pay dividends. Buzzfeed’s response to Katy Perry’s 2015 halftime show is a fine example. Performing her hit song ‘Firework’, the singer was hoisted into the rafters of the University of Phoenix Stadium on suspension wires. As the song finished, Buzzfeed’s Twitter account posted an image of Perry in space, captioned ‘Katy Perry is still floating’. The post quickly went viral, receiving thousands of retweets and extensive media coverage. Spur-of-the-moment responses such as this illustrate how easily brands can tap into the fervour surrounding the Super Bowl.
Whilst certainly inspired, successes such as Buzzfeed’s rely on more than a glimpse of momentary genius. Strategy is key, and brands must be sure to identify their target audience months before the referee blows his whistle. They must also be careful to ensure that their live responses serve a constructive purpose. For example, Chrysler’s play on the word ‘grille’ during the 2015 Super Bowl was slammed by tweeters as predictable and pre-planned.
For all of this discussion, one message is clear. The Super Bowl offers a huge opportunity for brands of all shapes and sizes to extend their market reach. By channelling social media effectively, there are plenty of rewards to be reaped this coming Sunday.
By Matt Phelan, CEO of 4Ps, part of the NetBooster Group
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