Super Bowl 2013 looms on the horizon and this year, more than any other it has become socially driven. Many of the companies with commercials scheduled for the big game have been giving us a sneak peek and holding contests on their upcoming ads. And it’s all part of a well-thought out plan. These companies know that social media users want to have a place in their commercials. They don’t just want to view them on TV. They want to go to social media sites for interaction, engagement, and participation in contests.
The cost of a 30 second ad slot is $3.8 million. The cost of seeking social media interaction is very low in comparison, but the results they see are higher than they would gain from just the commercials alone.
According to mashable.com Super Bowl ads shown on YouTube before the game get 600% more views than on the actual game day. During the game 52% of viewers will use social media. On their site, this infographic, The Big Game Is In The House, gives us a view of social media usage during the game.
Here are some of the companies that are using social media alongside their Super Bowl ad campaigns to build excitement for their brand and encourage fans to engage:
Anheuser-Busch Bud Light
They’ve transformed a New Orleans’s hotel into Bud Light Hotel as well as holding a competition on Facebook to find a Bud Light Hotel Facebook Correspondent. They’re also holding concerts that will be broadcast on their MySpace page. The Twitter hashtag for this year is #herewego.
Audi of America (VW)
They had three different Audi 2013 Big Game Commercial – “Prom” ads and asked fans to vote on which ending would be shown during the game. You can see the final spot, chosen on Jan. 27, 2013, on YouTube. Hashtag for the winning ad: #braverywins.
Budweiser
They’ve released an ad called “Brotherhood” to celebrate the birth of their newest member with a contest called “Name the Newest Clydesdale Foal”. It was introduced as part of their debut on Twitter @Budweiser. You can tweet a name at #clydesdales.
Coca Cola
During the first half of the game they will show an ad of 3 groups of people (Badlanders, Cowboys, and Showgirls) racing across the desert in search of a Coke. Fans get to vote throughout the game to determine the winner, whose ad will then be shown right after the game. The ads are on YouTube. You can vote using the hashtag of your favorite team: #CokeBadlanders, #CokeCowboys, or #CokeShowgirls. You can vote at CokeChase.com.
Doritos (PepsiCo)
They held a contest called “Crash the Super Bowl” asking fans to choose one of three ads to be shown during the game. The winner has been determined but you can watch the finalists on Facebook:crashthesuperbowl. This is the sixth year they have held ad contests.
There are a few other companies, such as Oreo, Pizza Hut, Ford’s Lincoln, Toyota, RIM (Blackberry), and Axe (Unilever), which are also featuring social media engagement for fans.
Whether you watch the Super Bowl for the game itself, the commercials, the social media aspect, or a combo of the three, there appears to be something for everyone this year. How are you taking part?
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Great article, Teri! Super Bowl excitement is really fun, and seeing brands use such fresh ways to interact is really neat. Thanks for posting!