While most will be focusing on the game, for marketers, talk always turns to the commercials that air during the game.
With an estimated audience of 111 million, advertisers are queued up to spend $3 million for a thirty second spot, all in hopes of making an impact on that audience.
A well executed commercial can leave an impression on viewers that will last for months afterward and translate into money well spent by the brand(s) that get it right.
Volkswagon’s Young Vader commercial, which aired during Superbowl XLV has garnered over 50 million views to date, and was by far, one of the most popular commercials of the game.
While talk usually revolves around what Superbowl commercials the big brands are planning, I’m more interested in seeing how (and whether) these same brands integrate social media into their campaigns.
Aside from making their commercials available on YouTube (which is valuable), I’m curious as to how many have planned more comprehensive social media campaigns.
I’d imagine that we’re going see a number of calls-to-action involving ‘liking’ this brand or that on Facebook.
Quite passe, if you ask me.
But aside from the standards, like this or follow that, are any of these brands thinking outside of the box?
My wish list for this year’s Superbowl is to see brands utilizing social media in new and innovative ways.
I, for one, am going to be keeping a watchful eye for anything extraordinary tomorrow.
I’m also going to be looking out for which commercials create the biggest buzz during the game.
Which commercials are trending on Twitter?
Which brands get people updating their status with ‘LMFAO’s?
Which commercials get shared the most?
SMS. SnapTags. QR Codes. Spoof videos. Mobile-only content. I’m expecting it all!
Since my Cowboys were unceremoniously drummed out of Superbowl contention by the Giants (damn you Eli!), I’ve got no skin in the game.
So, don’t worry. I won’t be distracted rooting for any team. I know you were concerned.
I’ll keep a scorecard of who did what, paying special attention to the campaigns that tricked out their social media components.
Check in Monday for my post-game survey.
Go <fill in the name of your team here>!