Social media has ushered in a new reality for marketers looking to play in the big game, and it’s allowing brands to create deeper narratives, engage fans earlier on and create greater buzz by releasing teasers and assets online before the event. It’s also sparked a debate over the merits of releasing bits of creative in advance: is this the future of Super Bowl advertising or a tactic that ruins the surprise element of TV’s (and adland’s) biggest night?
1. Because it creates (even more) buzz.
“This is the one time of the year when people want to hear from a marketer. And they’ve made it abundantly clear they want it sooner,” he says. “Why wait for a USA Today poll to tell you you’ve won when tens of millions of YouTube viewers, bloggers, tweeters, journalists and dear aunties on Facebook can say it for you—days before kickoff?”
2. Because it builds social currency.
“By engaging with and rewarding them first, we’re providing [fans] with the chance to build their social currency by being in the know and sharing the teaser and ad with their friends,” says Taco Bell’s Chief Marketing & Innovation Officer, Brian Niccol. “Prereleasing only amplifies what we are doing.”
3. Because it allows for deeper storytelling.
“We don’t set out to make a Super Bowl ad, we set out to tell a great story. We probably look at 50 different ideas for a Super Bowl spot. The criteria we use is, what’s the most original, and what’s the most shareable? Too often advertisers get carried away with crazy spends and production overkill, where simple storytelling often wins the day.” -CEO of Deutsch LA, Mike Sheldon @ 12:33 PM in the Fast Company live chat.
4. Because it works.
A recent whitepaper from online video tracking company Unruly Media titled Unruly’s Social Video Advertising Playbook suggests that taking advantage of the lead-up to the big game yield big results. The report found that for Super Bowl XLVI in 2012, 75% of the top 20 most shared ads were launched before Super Bowl Sunday, and the year’s top four most shared ads were all preceded by teasers.
Want more? Check out Fast Company’s live interactive Q & A with Loren Angelo, GM of Brand Marketing at Audi of America; Mike Sheldon, CEO of Deutsch LA; and Co.Create editor Teressa Iezzi, as they discuss Super Bowl marketing strategy with readers.
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