3 Ways Brands Can Reach Customers During the Super Bowl

It’s no secret: The Super Bowl is the most-watched program on American television every single year. An estimated 112 million people tuned in for last year’s game between the Denver Broncos and the Seattle Seahawks, according to the International Business Times. For those who aren’t footballs fans—or whose teams didn’t make it to the big game—the halftime show is still entertaining, and fans eagerly await the witty and often heartwarming commercials.

AdvertisingAge reminds readers that businesses can ensure the success of a game day marketing platform by taking a two-pronged approach: digital and TV. Though millions of viewers tune in for the game day ads, dozens of commercials tend to fade together by the end of the evening. By taking advantage of a digital marketing platform, though, companies can ensure their ads resonate with viewers around the globe long after the game-winning touchdown.


1. Release a Teaser for Eager Fans—But Nothing More

YouTube gets more than 1 billion unique visitors every single month, making it the perfect platform on which to launch a social media campaign. Because 80 percent of the site’s traffic comes from outside the United States, people who wouldn’t normally tune in for the Super Bowl will still see your Super Bowl ad on the popular video sharing site. In order to build up anticipation, though, brands should only release a teaser trailer in the weeks leading up to the game; if they release the full-length ad ahead of time, it will likely have lost momentum by game day.

Once game day does roll around, brands can engage viewers by incorporating a #hashtag into their ad. Nearly 60 percent of the ads that aired during last year’s Super Bowl used some kind of #hashtag to encourage viewers to spread the word even after the game ended, according to MarketingLand.

2. Use Downtime to Launch an Email Marketing Campaign

Because so many Americans watch the Super Bowl, advertisers can actually time their promotions around what they can assume people are doing at the moment. The Gap acted on the potential downtime during halftime last year by sending an email to consumers about its special one-day sale. Since 91 percent of viewers used a mobile device during the commercial breaks last year, as reported by FastCoCreate, email campaigns are a great way to reach consumers who are bored with what’s on the screen.

3. Leverage Second-Screen Campaigns

Consumers like to multitask—even on game day. Since so many people use their mobile devices while watching television nowadays, a new advertising phenomenon has emerged: second-screen marketing. For brands with airtime during the big game, offering additional content for viewers to interact with on their mobile site or apps can extend that viewer's time spent exposed to your brand. Even brands not in a position to secure a game day commercial can work their way into the conversation. Every major event has dedicated hash tags, and having a team standing by monitoring both the game and conversations for opportunities to jump in with meaningful, or even just hilarious, conversation or content. A great example of this was Oreo's "Dunk in the Dark" from the 2013 Super Bowl. The power outtage offered a unique opportunity for brands to insert themselves into the conversation and organically tap into the huge ready-made audience of football fans.

With these three tips in mind, strap on all your best Seahawks or Patriots gear this year and build a plan to help your brand get the most out of all the Super Bowl buzz. For more info on how Rise can help your brand prepare your digital marketing for the biggest opportunities of 2015, contact our digital strategy team.

01/22/2015 at 12:00

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