For me, the most religious of all holidays is the Super Bowl. Simply put I’ve always been a huge football fan and in particular, I believe I’m the biggest Minnesota Viking fan in the state of California. I go so far over the top that I actually tell my daughter nightly to dream of the Vikings winning the Super Bowl.
Actually a few weeks back my daughter finally said to me, “Daddy I’m trying to dream of the Vikings winning the Super Bowl, but it’s not working.” Ah, that one hurt big time.
From a business perspective, I’m amazed how much the Super Bowl has grown since I was a kid. Things have gotten so out of control that advertisers are now willing to pay NBC about $3.5 million per 30 seconds of ad time.
Look companies are correct to believe that the brand recognition they receive from this Super Bowl spot is worth every penny. So while you’re drinking beer with one hand and dipping chips with the other and asking “Siri” to have some more pizza delivered, think about what companies are doing to make their Super Bowl ads more than just a passive, one-time experience.
Which brings me to social media, the place that will take a commercial and make it live forever. At the most basic level, consumers will comment and share ads with friends on Facebook. More savvy advertisers are integrating social media components into the TV commercials themselves by using Twitter hashtag competitions, special Facebook offers and other specific strategies that speak to consumer desires.
While these advanced social media tactics are a few years old, brands appear to be finally figuring out when to use them and when to fold them. It will be extremely interesting to see which brands are able to cross the chasm from TV to Online Glory.