In the run up to Super Bowl XLVI (that’s 46 for you non-Romans), advertisers are looking to incorporate social media into their campaigns, trying to capitalize on their time slot to make it even more valuable.
Having spent record-breaking sums to secure the most valuable television slots in advertising, global brands from Coca-Cola to Volkwagen are looking to leverage social media to extend the buzz and reach of their ads.
Consumer research forecasts that 60 percent of fans watching the Super Bowl will also be tied into a second screen such as a smartphone or tablet.
“Our philosophy now is nothing happens in isolation,” said Shiv Singh, global head of digital for Pepsico Beverages. “Social TV is a massive phenomenon and a critical element of our Super Bowl campaigns.”
With the conventional wisdom being that consumers are more likely to make a purchase if recommended by a friend or family member, chief marketing officers are keen to insert themselves in a Facebook or Twitter conversation about the products and services they sell.
While advertisers are eager to experiment with social media during a big-ticket event like the Super Bowl, there are still questions on how they measure its impact with a consistent, industry-accepted method
People will rarely be suckered into falling for a clearly inauthentic or corporate-generated Twitter trend. It would be a better use of advertiser’s time and money to work on quality products and original advertising, over manipulating social network feeds. Nevertheless, people’s eyes may well be glued to their Twitter and Facebook feeds while they sit in front of their televisions—engaging consumers in this ‘second screen’ ought to be a goal of businesses everywhere.