The companies that ran expensive commercials in the Super Bowl 2017 did not expect the added bonus of the game being the most dramatic in Super Bowl’s 51-year history. Yes, viewers will talk about the fantastic quality of the game. And they will remember the commercials that entertained them through out the game period. Money well spent, no doubt.
However, the value of any commercial’s PR has to lead to sales of either the product or service offered. An immensely rewarding offshoot is the earned media that circulates on Twitter to commercials aired during the game. Big names and big personalities with power-packed following get into the commercial conversation.
And those watchful for subtle messages even in the song and dance entertainment at halftime, support and, in turn, get the support of those they promote. Everybody wins here; take a look at Hillary Clinton’s tweet about Lady Gaga’s stunning performance. It will be interesting to see a spike in sales of the Lady’s album sales in the next week or two.
While not many companies have a big advertising spend of millions of dollars for a coveted 60-second spot on prime media, we can follow the strategy they adopted in linking their commercials to their Twitter feed and the goals they are likely to achieve in their content marketing via Twitter.
So let’s review some tweets from a few of the big guys with the big spend who walked their commercials boldly during the 2017 Super Bowl and followed these in tandem with their Twitter feeds. Great cross promotion and linking.
- Wix.com (@Wix)
Their pinned tweet that stays on the top of their Twitter feed.Clicking on the hashtag #DisruptiveWorld takes the viewer into their Wix web space that offers their services. Hint, hint. Can you read new sales??
- Victoria’s Secret (@VictoriasSecret)
Brilliant connections with Victoria’s Secret models, Lady Gaga and pull marketing via Twitter on Super Bowl night.
- Budweiser (@Budweiser)
Nobody predicted overtime. Not even 75% into the game. Yet Budweiser was ready. You need to be too.
- Intel (@intel)
Intel wove the trending keywords “comeback” and “overtime” into their tweets together with their own hashtag
- Snickers (@Snickers)
Deft word and visual associations between western setting, shoot, Super Bowl, hunger and Snickers.
- 84 Lumber Company (@84LumberNews)
The earned media this poignant commercial picked up went viral on news media channels.
Super Bowl Twitter lessons
What did these advertising gurus and ad creators accomplish that we, with few dollars and not few millions, can learn from and practice?
- Use the currency of the event to promote our own sell on Twitter. All the ads used the Super Bowl actors or references to promote their own products and services. And linked it to the most popular trending hashtag #SB51
- See the simple black and white ad from Victoria’s Secret. With all their mega spend on beautiful videos, they created something so simple and effective for their Twitter feed. Did people take their time-bound offer? You bet they did!!! And what does it take for you to create a simple yet compelling ad like that? A bit of your time and willingness to learn from great lead generation.
- The tweets also bandwagoned important persona of the Super Bowl. Go ahead and latch on to trending hashtags. Make sure that your content is relevant to the theme you are trying to hitch a ride on. Be opportunistic if you will. Just remember to be tasteful in your connections and content.
- Set a call-to-action in your tweet; it serves to make your goal simple for the user to act on.
Make your tweet win its game. It’s game on!!