As we approach Super Bowl Sunday most brands are preparing for the big game, possibly even as much as the Broncos and Panthers.
Many people (myself included) watch the Super Bowl solely for the awe-inspiring commercials (that we can later talk about later) and brands pay millions of dollars just to be advertised for 30 seconds on television. But for those of you who aren’t advertising on cable, social media is the way to go. You’re going to need to blog, tweet, or Instagram about the commercials during the game to get your real-time marketing glory moment. So, the big question is: How can you prepare your brand on social media for the Super Bowl?
Do Your Research
When it comes to social media, using the right platform is key to attract the most users. Using the wrong platform can result in a lower reach and engagement rate, which is definitely not what you want. So, which social media platform is the best for a better ROI (Return on Investment)?
Facebook is up and coming when it comes to Livestream. It now enables anyone in the United States with an iPhone to stream a live video and share it. Facebook also stepped up its competition in the real-time marketing space by introducing Sports Stadium. Features of Sports Stadium includes following live play-by-plays of the game to comment and share, and following what friends, experts, and stats are sharing across the different tabs. Currently it’s only available on the Facebook app for U.S. users when searching for a specific game. The service plans to expand to other sports soon. This was a smart move on Facebook’s part, since many people will be on Facebook during the game. Statistics have shown that at least 56% of people will be posting statuses during the game! This will create a great opportunity for a strong inbound strategy, so make sure to tweet (25%), optimize your website (21%) and blog (7%) about it too.
Snapchat scored a deal with the NFL in September to share original content on the field and in the locker room for their subscribers via Explorer. Snapchat will essentially curate content from users throughout Super Bowl Sunday, and then at some point ads will be included in that Story — big brands like Pepsi and Budweiser are getting in on this deal. If your brand has a Snapchat, I would suggest using it to advertise. Show off how your brand or product supports or celebrates the game, or even better — give a demonstration.
You really can’t go wrong with live streaming! It’s a quick, easy, and fun way to catch users’ attention. The key is to make sure you have users follow you on Snapchat! One thing to consider, however, is that Snapchat has a lack of data and analytics. So if you’re trying to track your success rate, I suggest advertising on more platforms in addition to Snapchat.
Instagram is good for posting content, since their new ‘video collections’ feature makes it easy to check out users’ pages, as well. It’s also a good platform to use when it comes to photography, design or showing off your brand’s personality. After opening up the advertising spigot to all brands last summer, plenty of Super Bowl advertisers are syncing up data-heavy Facebook and Instagram promos that target specific groups of consumers—like football fans—while TV ads run.
Google is stepping up their game this year with a new ad format called Real-Time Ads. Before kickoff, buyers upload their ad and then choose to instantly run it as a YouTube or display spot during the game.
Twitter is a key player with their chronological timeline, moments feature, and Periscope integration. Twitter is a strong platforms when it comes to Advertising, due to hashtags and the ability to join a bigger conversation quickly.
Stay Up To Date With The Game
While watching the game, it’s important to post relevant (and eye-catching) content! Staying up to date with live events gives you the advantage of putting together relevant content in real time to share with your target audience. This gives you a higher possibility of going viral – like the Oreo Tweet shown above. A social media campaign that’s utilizing hashtags and the right strategy can rank high. The key is to monitor the game with live content. Check out Facebook’s “what’s trending” sidebar and Instagram’s “Now Trending” hashtags easily find what’s relevant at that moment.
Get Ready for Conversations
Millions of people all over the United States will be sharing their thoughts and opinions during the Super Bowl, whether it’s about the funny, emotional, or terrible commercials and of course, the game itself. Either way, it’s your job to stay up to date with what’s going on. Also, be prepared to have conversations with people across the social media platforms.
MSM Tip: Encourage feedback from your followers!
How will your brand prepare for the game? Which social media platform(s) will your brand utilize? Most importantly — Broncos or Panthers!? Share your thoughts in the comments!