Guest Post: The Best of Super Bowl Advertising Not Seen on TV
With 30-second ad spots going for upwards of $4 million, not every company has the luxury of putting a commercial on the air for approximately 114 million people to see. While that $4 million may be a drop in the bucket to companies like Budweiser, Coca Cola, and Go Daddy, not all companies have the ability to spend that kind of money on advertising. This is when creative marketing techniques come in to play. Social media networks like Facebook and Twitter have become a useful platform for advertising and connecting with consumers. While they may have started off as a way to stay in touch with friends and loved ones, there has been a surge in companies using the sites for free advertising.
Given the large expense associated with advertising during the Super Bowl, several companies have taken a modern approach to word-of-mouth advertising:
Oreo’s Marketing Genius
Let’s look at Oreo’s spontaneous tweet during the 2013 Super Bowl. An infamous blackout occurred while the Baltimore Ravens and San Francisco 49ers battled it out for the championship, and Oreo wasted no time jumping on a perfect marketing opportunity. All it took was one image with a picture of an Oreo against a dark background with the simple words “You Can Still Dunk in the Dark.”
Within an hour, the picture had been re-tweeted more than 10,000 times. The clever gimmick was even thought to be more popular, and possibly more effective, than the advertising they spent millions on that actually aired on television during the Super Bowl. The tweet from last year was so popular, Oreo made sure to reference the winning tweet during this year’s Super Bowl.
Hey guys…enjoy the game tonight. We’re going dark. #OreoOut— Oreo Cookie (@Oreo) February 2, 2014
Humor Always Wins
Humor is universal, and it has long been used as a marketing tool for companies in their advertising. This year was no different when it came to using Twitter to spread your company’s message. This year, JC Penney’s jumped on the Twitter bandwagon with their hilarious take on Twitter marketing. Drunken texting has become a popular form of entertainment all over the web, and JC Penney took advantage of that by sending out several tweets that could have come from an inebriated frat boy. Several people took notice and would then re-tweet the nonsensical messages with their inquiry on whether JC Penney’s Twitter account had been hacked or if they were just enjoying the Super Bowl a little too much.
Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???— JCPenney (@jcpenney) February 3, 2014
Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0— JCPenney (@jcpenney) February 2, 2014
After several of the humorous tweets received the attention they were looking for, JC Penney finally revealed that they had been typing in the Go USA mittens they are selling for the upcoming Winter Olympics in support of Team USA. By using social media to their advantage, JC Penney was able to garner just as much attention as the commercials that aired during the Super Bowl without having to spend a dime. Companies like Coors Light, Snickers, and Dorito saw the attention JC Penney received with their creative marketing strategy and tweeted their own messages right back. This created a sort of advertisement by association between the companies.
.@JCPenney We know football goes great with Coors Light, but please tweet responsibly.— Coors Light (@CoorsLight) February 3, 2014
These just go to show you that the world of advertising is changing. So while there are plenty of people in the world that tune in to the Super Bowl each year with the sole intention of seeing the new commercials, there are millions of potential consumers that can be reached for a fraction of the cost by using creative marketing strategies. It isn’t always necessary to drop loads of cash on commercials when you have the miracle of modern social media to market your products for you.
Author Bio: Allison Gann is a freelance writer who has provided helpful content to various industries over the years, most notably real estate, healthcare, and addiction counseling. Her love for copywriting gradually morphed into a love for inbound marketing, and now she just can't get enough.