Anyone who watched Sunday’s Super Bowl doesn’t have to look much further than the power outage to find the WHY behind the Niners’ much-needed-but-not-quite-enough momentum. Yet, finding the WHY behind the advertising campaigns that worked requires a deeper look.
In Twitter We Trust
Sorry, O’Doyle, but Twitter rules! In about half of the 52 national commercials that aired between kickoff and the final seconds of this year’s Super Bowl, Twitter was specifically mentioned. Facebook, by comparison, was mentioned in only four of those commercials — about eight percent. Google+, which is reportedly the #2 social network in the world, wasn’t mentioned at all.
What this means is that, while Facebook and other social sites remain valuable, Twitter is becoming the premier tool for campaign success. Just as these Super Bowl ads got an immediate boost with some mention of Twitter —whether a hashtag, a logo, or a URL— campaigns of any size across any industry are benefiting from the recognition that Twitter is where they need to be to attract the online conversation around their brands and companies.
Don’t Underestimate the Power of Timing As Well
With the aforementioned power outage stalling the start of the second half of the game, Oreo saw the delay as a chance to market itself in a very clever way on Twitter. The cookie company reacted quickly with this brilliant power outage-related tweet that was retweeted and favorited thousands of times in only about 15 minutes:
The lesson here is that a campaign’s end-date should never be set in stone; always keep your eyes open for ways to insert your product where appropriate and position your client or company in a timely and relevant way.
Bad Publicity Is Better Than No Publicity
GoDaddy’s ad, in which model Bar Refaeli kisses an overweight “nerd,” appeared to be the loser in the stack of Super Bowl ads, with a strongly negative sentiment across social media users (according to analysis of social chatter during the game by our client Attensity). Yet, despite the negativity, the GoDaddy ad netted 290,000 reactions on Twitter — 126,000 more than the runner-up, Budweiser.
This goes to show that viewers couldn’t quite get the “kiss” out of their minds. While I can’t, as a PR professional, endorse devising a campaign with the intention of spurring a negative reaction, I have to acknowledge that people in the case of GoDaddy will remember the ad and presumably the brand – which is more than you can say for many of the other, more positively received Super Bowl ads.
Feel free to share in the Comments field below any other winning ad campaigns from this year’s Super Bowl that offer a lesson to be learned from the WHY behind their success.