The SuperSocial Media Push: Interactive Advertisements and the Big Game


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.


Attribution

Reuters


Commentary Ticker

  • Google Glass Lets You Take Photos With Your Brain
    July 12, 2014 | 4:02 pm

    If you haven’t heard, electroencephalograms (EEGs) have been getting better. Way better. Artificial limbs and even video game controllers are utilizing the non-invasive brain-wave monitoring method to guide computers by thought. Now English startup This Place has developed a way to bring the technology to Google Glass, allowing Google’s wearable to read your mind. Well, […]

  • Android Art: The Accidental Selfies of Google Art Project
    July 5, 2014 | 11:11 am

    Within the cultural centers of the world lurks a mechanical beast draped in silver spinning madly and capturing everything, sometimes even itself. In 2011 Google created the Art Project, an initiative to bring their Street View technology inside the cultural epicenters of the world. Google enlisted 17 world-class museums in short time. Institutions such as […]

  • Purple Mountunes Majesty: The Most Patriotic Playlist
    July 4, 2014 | 12:13 pm

    A while ago, Paul Lamere of The Echo Nest, a music-analysis company, took to finding each state’s most distinctive, yet popular, artist in a viral article. Spotify took note, purchasing Echo Nest for their analytical talent. Together, they’ve released a blog post documenting each state’s most distinctively American song creating a patriotic playlist for the […]

  • Emojinealogy: Where the Heck Emojis Come From
    July 2, 2014 | 3:10 pm

    On June 16th, the Unicode Consortium announced that 250 new emoji would be added to the list of symbols available to people’s cellphones and computer devices. The list of the new symbols can be found on Emojipedia. And no, the list doesn’t include the much needed minority representation, but it does include your favorite (?) […]

  • The Decline and Fall of the American Mall
    June 24, 2014 | 9:07 pm

    For ages, the shopping mall was as essential to the architecture of suburbia as Levittowns and freeways. But in an era of online shopping, these epicenters of brick and mortar yesteryear are quietly being abandoned across the country. While the U.S. currently has around 1,500, the number may soon shrink, and rapidly, leading to abandoned […]

  • RSSArchive for Commentary Ticker »

Join our mailing list!



Trending on The Airspace