Thursday, February 7, 2013

Is the Super Bowl Now the Twitter Bowl?

With the lights out at the Super Bowl, Oreo posted a memorable Tweet.

Earlier this week, I shared commentary about many of the ads from this year's Super Bowl telecast and also featured one of my marketing colleagues, Julia Carcamo from St. Louis. With this post, I will analyze Twitter’s impact, share some memorable tweets, and predict how Twitter just might be the focus for marketing attention and ad budgets and for next year's Super Bowl's Brand Bowl.

As last week’s game began, viewers noticed and commented on social media channels that the ads were not measuring up to the quality of previous years’ ads. But the truth is, when a company creates amazing and memorable ads, viewers then want future ads to exceed expectations. How could Volkswagen ever surpass the success of its ad from two years ago, “The Force,” featuring a cute little boy dressed and acting as Darth Vader?

So while most of this year’s ads were not memorable, the power outage at the onset of the third quarter became the trending topic in social media. But you cannot just talk about a power outage – that would be boring. So, people in the Twitterverse put their creative hats on and made Twitter much more memorable than those 15-second, 30-second, and 60-second TV spots.

Here are the highlights from brands via Twitter:

Power out? No problem. [Photo: You can still dunk in the dark.]

We do carry candles. #SuperBowl
…we also sell lights. #SuperBowl

Hey dome operators at the Big Game, there are a few Lowe’s nearby if you need some generators.

Sending some LEDs to the @MBUSA Superdome right now…

We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower
The lights are back on, now you can see our #MiracleStain

This might be a good time to think about alternative programing. #SuperBowlBlackOut

Here are some of my favorite comments via members of the Twitterverse:

From @ZPeachTree:
We expected Superbowl XXI to blackout, but Superbowl XLVII? Come on Superbowl, you’re 47, drink responsibly.

From @FNSLP:
I’m picturing the Harbaugh Thanksgivings for years to come. “You only won because the lights went out.”

From @jrlevine:
FYI lights are still on at Puppy Bowl stadium.
I hope somebody wrote down the score before the scoreboard lost power.

From @jscanl:
Note to self: Do not build a data center in New Orleans.

From @Doc__Ad:
Yeah everyone is worried a NY #Superbowl could be trouble bc of snow but instead we have to deal with a blackout?

From @gweeds:
Tweets about the #poweroutage have been better than the commercials.

For 2014, I predict that more brands will have teams seated around conference tables during the Super Bowl with hopes of becoming the next Oreo success story – ready to act in real time based on whatever happens in the game or in social media. The ability to tailor comments, target audiences, and engage with viewers is an incredible advantage over static television ads.

What would you have done with your brand if you had been in Oreo’s shoes?

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