Real time marketing – love it or hate it, it’s here to stay:
The Super Bowl can be considered the biggest sporting event of the year (besides maybe the Olympics… more on that later!) and it’s undoubtedly the biggest marketing event of the year. Millions and millions of dollars are spent on brief 30/60 second spots where the best and the brightest of some of the biggest brands showcase their love for humor, beer and of course, puppies.
Social Media now allows for marketing to occur in “real-time,” appropriately named “real time marketing.” This is a brand’s opportunity to showcase a more human side, often with witty tweets or humor.
This really kicked off last year during the Super Bowl with Oreo’s quick response to the blackout:
Community vs. RTM:
While it’s becoming clearer for more marketers lately that building a community is one of the best ways to engage more (and new!) customers, the Super Bowl causes community managers to look to interact more with other brands, and sometimes stretch to make it happen.
Let’s take a step back. JC Penney had a clever campaign for the big game last night. They apparently were #tweetingwithmittens on, only at first it looked like an intern had more than a few too many Bud Light’s while trying they were preparing to be #upforanything.
Jumping at the chance to tweet something witty about a potentially sloshed intern, many brands quickly pulled the trigger on tweeting at the JC Penney handle.
There were a few responses that I liked, such as @SNICKERS, @KIA and @CoorsLight. The tweets were all related to their brand and it didn’t seem like they were trying too hard to be funny.
Either way, I personally love the interaction between brands. It certainly shows a human side, and you may already know my feelings on spending money with social brands (if not, check out this post) A brand that’s willing to take a risk on a potentially edgy (or witty) tweet is what will help it to cut through the clutter. Next time you’re ready to buy beer, you might remember the time that Coors Light made you laugh, and go with them over Miller Lite or Bud Light. That tweet didn’t cost them millions of dollars like a commercial spot would, and the results are often much more tangible than a commercial spot. Bonus points when you can do both at once.
“We knew Twitter would be very active but wanted to find a way to stay above the Super Bowl fray and instead create our own narrative,” a J.C. Penney spokeswoman told BuzzFeed.
Take a look at Esurance’s #EsuranceSave30 campaign. The first commercial after the Super Bowl is 30% less expensive than the commercials during the game, which is what Esurance claims they can save you on car insurance. Since the savings are about $1.5M, Esurance created a contest so that anyone who tweets #EsuranceSave30 is entered to win… $1.5 million. They’ve seen several million tweets in the last 12 hours since announcing this, and the hashtag trended almost immediately. With a service (insurance) that is so reliant on marketing (what would Flo say?) Esurance has positioned themselves for quite a bit of short term success (considered one of the “winners” of the Super Bowl not based in Seattle) while also positioning themselves to take on many new customers when people are ready to switch to an insurance company that they may feel “affiliated with” since they participated in the #EsuranceSave30 campaign.
Talk about cutting through the clutter.
This Friday I’m headed to Sochi, Russia for the Olympics. We’ll be networking with our 7 athletes that will be competing, as well as meeting many of their teammates. We were also invited to the Canadian Olympic House, so we’ll be spending quite a bit of time there as well meeting more Canadian athletes and others involved with the Games. We’ve put together a campaign (talk about edgy!) which you can read more about here. We will be in Sochi for 7 days, and will have the chance to attend USA Hockey, bobsled, speedskating, skeleton, luge and aerials. We’ll have athletes competing in all of those events using our product!
I plan on blogging about my experience at the Games while I’m over there as well. Stay tuned!
I’m headed to Sochi