Tipping Point: How Did The Super Bowl Power Outage Light Up Marketers' Real-Time Social Engagement? #casestudy
If you watched the Super Bowl without participating in social media you missed most of the show. Even though the lights went out for 34 minutes during the 3rd quarter of the Super
Bowl, putting the game and traditional advertising on hold, there was still a 70% increase in Super Bowl Tweets for #SB47. This year had more than 22 million tweets. SB46 had 13 million.
When the power went out there was an incredibly awkward moment for traditional advertising and broadcasters that did not know how to react in the moment. Meanwhile, social media lit up as some savvy brands put on a clinic demonstrating the power of real-time social engagement.
Half of the ads in the Super Bowl had a Hashtag but it it seemed more like an after thought and that a real-time engagement strategy was lacking... until the black out hit and some brands like Oreo, Audi, Walgreens, Tide and Calvin Klein reacted in the moment and created some clever responses to keep the fans engaged in real-time. In some cases, the free Tweets generated more buzz and social response than the brands $3.8 - $4 million dollar investment for :30 second ads created by traditional advertising.
Is this a tipping point in demonstrating the power of real-time social marketing engagment on the global stage or will brands just go back to business as usual and just add a hashtag to their traditional advertising and marketing?
Also see: Which Brand Won The Super Bowl Social Ad Brawl? #infographic
Is this a tipping point in demonstrating the power of real-time social marketing engagment or will brands just go back to business as usual and add a hashtag to their traditional advertising and marketing?
I look 4Ward to your feedback.
Keep Digging for Worms!
Author: Bill - Dr. William J. Ward, a.k.a DR4WARD is the Professor of Social Media at the S.I. Newhouse School of Public Communications at Syracuse University. He is ranked one of the "Top Marketing Professors on Twitter" in the world by Social Media Marketing Magazine for
providing useful content and consistently engaging with followers and
truly "getting it" when it comes to the best ways to use Twitter and
other forms of Social Media. He earned his Ph.D. in Media and Information Studies at Michigan State University and teaches internationally. He also participates with the Cannes Lions International Festival of Creativity.
DR4WARD enjoys helping connect students
and pros to learn about all forms of communication and creativity. He
talks about, creates, and curates content on: Digital, Marketing,
Advertising, Public Relations, Social Media, Journalism, Higher Ed,
Innovation, Creativity, and Design. Curated global resources can be
found here: DR4WARD Curated Social Media, Marketing & Digital Resources - Infographics, Slideshows, Videos, Etc.
Follow DR4WARD on Twitter: @DR4WARD
Find DR4WARD resources on Pinterest: http://pinterest.com/dr4ward/
Add DR4WARD to Your Google G+ Circle:Google
Follow S.I. Newhouse School of Public Communications on Twitter: @NewhouseSU
Follow Syracuse University on Twitter: @SyracuseU
Recent Comments