This week, we examined the most talked about Super Bowl
campaigns on social media. While Super Bowl ads have always appealed to marketers
across the country, the transition of traditional ads to social media has been
so much fun to keep up with. Scott (2015) stated, social media is a cocktail
party. “The popular people on the cocktail circuit make friends. People like to
do business with people they like. And they are eager to introduce their
friends to each other. The same holds true in social media." (p. 58).
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| Photo Source: Quad Ale House |
Many brands joined the cocktail party to promote their
brands for their Super Bowl campaign. While many companies still took to
traditional advertising during the game to spark the conversation, they moved
the conversation over to social media platforms to engage with consumers.
Twitter was the most popular marketing platform for this year’s Super Bowl
campaigns so I wanted to highlight a couple of companies that took to Instagram
and Snapchat to market their brand.
Walt Disney took to Instagram prior to the game to tease the
trailer for The Jungle Book, which aired during #SB50. “Once the ad aired on
TV, the film studio posted a link to the full trailer on its Instagram page”
(Johnson, 2016). The online trailer has reached almost 2 million people since
it debuted on February 7th. Search @Disneythejunglebook on Instagram for more information.
With the popularity of Snapchat on the rise, Gatorade took a
unique approach to marketing by introducing a limited edition “Gatorade dunk”
filter. “It wouldn't be the Super Bowl without the famous "Gatorade
dunk," and this year, the brand bought a Snapchat filter showing the Big
Game tradition with Serena Williams. Users can overlay it on their own posts”
(Johnson, 2016).
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| Photo Source: Ad Week |
Brands are still in the experimental stages on how they can market their brands across various social media platforms. As new platforms continue to evolve, marketers will have to get creative on how to engage with consumers to grow strong brand communities.
Johnson, L.
(2016). 7 Brands Already Running Super Bowl Campaigns on Snapchat Before the
NFL's 'Live Story' starts. Retrieved from http://www.adweek.com/news/technology/7-brands-already-running-super-bowl-campaigns-snapchat-169481
Johnson, L.
(2016). 5 Super Bowl Advertisers That Nailed Their Instagram Marketing.
Retrieved from http://www.adweek.com/news/technology/here-are-5-super-bowl-advertisers-nailed-their-instagram-marketing-169517
Scott, David M. (2015). The New Rules of
Marketing & PR. Hoboken, New Jersey: John Wiley & Sons, Inc.
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