Super Bowl XLV – A Perfect Social Media Advertising Case Study

February 7, 2011 by Douglas Idugboe

When it comes to advertising, it doesn't get any bigger and better than the Super Bowl. The Packers vs. Steelers contest was undoubtedly the most keenly anticipated sporting extravaganza of recent times, with the former emerging as Super Bowl XLV winners. With advertising rates topping about $3 million for every 30-second commercial, it has undoubtedly emerged as the most-sought advertiser's choice.

With a mammoth viewership over 100 million viewers for this once-in-a-year opportunity, it's unsurprising that Super Bowl chose to expand their reach through such channels as Facebook, Twitter and YouTube.

The Biggest Stage of them all

Whether it's award ceremonies such as the Academy Awards, the Golden Globes or any sporting extravaganza, nothing beats the Super Bowl. Clearly, it's the Grand Daddy of all advertising events with nearly 51 percent of viewers saying they were more interested in the ads than the game.

Several big names including Pepsi, Doritos, Audi, Chevrolet and Mercedes-Benz kicked off Super Bowl campaigns that leveraged the consumer networking power of Facebook, Twitter and YouTube.

Convergence of TV and Social Media Advertising

IMO, Super Bowl XLV serves as a fantastic example of how Television advertising is converging with its social media counterparts. Nearly 22 percent of Americans were active on Facebook during the game, and 44 percent of young adults sent phone texts while watching the Green Bay Packers and Pittsburgh Steelers battle for the NFL championship.

While the advertisements themselves lasted 30-60 seconds, most advertisers have leveraged social media to keep viewer interest alive after the event ended. Events such as Super Bowl present a welcome break for advertisers to look beyond the standard Facebook fan page and Twitter account in their efforts to reach consumers through the sites.

The Viral Effect

I particularly liked the Mercedes-Benz campaign, which was linked to a promotional race that challenges three teams of fans and celebrities to gain followers on Twitter, so-called Tweet Fuel, and pass other social-media tests for a chance to win a new C-Class Coupe. Who would mind spending few hours tweeting around to have a chance to win a brand new Mercedes-Benz?
Bud Light launched another innovative advertising campaign by challenging consumers to guess the storylines of its three Super Bowl commercials from photos posted to its Facebook page. The Bud Light fan page is closing in on 1 million fans as of writing this piece.

Looking at the phenomenal success of social media in Super Bowl XLV advertising, I won't be surprised if the organizers decide to remember it as the "Social Bowl". I believe Super Bowl commercials made a never-seen-anything-like-that buzz this year, thanks largely to social media. What do you think? Please share your opinion by leaving a comment below this post.


http://smedio.com/2011/02/07/super-bowl-xlv-a-perfect-social-media-advertising-case-study