It seems that each year, more and more focus is put on the creative marketing and advertising strategies used in and around the Super Bowl. Companies used to use the Super Bowl to launch new products with ultra-creative (often too creative), highly produced 30 and 60 second commercials (sometimes using commercial lengths of as long as 90 and 120 seconds).
Now just advertising in the game isn’t enough, you need to carefully develop a social media strategy to accompany your ad. Both before the game, after the game and DURING the game. For example, Pepsi’s digital brand director Linda Lagos explained that they had a social media “war room” of 40 people blasting out various posts throughout the game. She went on to say that she viewed her company a winner because 94 percent of social media comments about Pepsi during the Super Bowl were positive (Pepsi was the sponsor of the Katy Perry half time show).
The value of spending the amount of money to purchase the air time, produce the commercial(s) and develop and implement an effective social media marketing campaign will always be debated. However, what can’t be debated are some of the facts and figures of the game itself.