Super Bowl Sunday has come and gone, and the dust has finally begun to settle over a pretty painful game. Over the course of the night, I was glued to Twitter more than the TV screen as there was more action on my feed than on the field.
Super Bowl to me isn't just about watching two competing sports teams fighting for a championship. It's about a bunch of companies fighting to have the "-est" commercial out there, whether it's the funniest, the cutest, the craziest, or simply the best. But it seems that the brands that got the most buzz weren't the ones who paid millions for ads on TV.
Oreo:
Last Super Bowl's tweet from Oreo impressed the Twitterverse and became the stuff of marketing legend when it managed to use the blackout to its advantage. It put the advertising world on its toes and solidified the notion that branding and social media needed to be done in real-time. This year, the brand surprised everyone by going dark, staying well above the fray since most brands decided to attempt Oreo's 2013 ploy and tweet real-time. Needless to say, many people were very impressed with Oreo's ability to know when to pull back.
JC Penney:
While football fans everywhere wondered what was going on with the Broncos game, Twitter folks were wondering the same thing with JC Penney's account, as the retailer's tweets sounded like awkward drunken texts after a long afternoon of tailgating. It later turned out to be a (terrible) marketing ploy that got people complaining about the retailer instead of praising it.
Di Giorno
Pizza and smack talk. What else could be more "Super Bowl" than that? Di Giorno may not have run an ad on TV but their social media team's hilarious tweets and on-point hashtags made for an entertaining feed.
Gatorade:
When the Seahawks won the game, the team poured orange Gatorade on Coach Pete Carroll. Gatorade may not have paid for an ad but getting this sentiment tweeted by hundreds of people looking to spread some sports related trash talk was huge for the brand. They poured green Gatorade on the coach too but that didn't get RT-ed as much which goes to show that sometimes you just have to be at the right place at the right time or pour the right colored Gatorade at the right moment.
It's been interesting to see the role social media plays in marketing. Analysts have tried to break down viral ads or tweets into little elements hoping that they can find the magic recipe that makes everything work. But what these Super Bowl ads show me is that sometimes it really just boils down to being your brand's authentic self. Whether it's on TV or on Twitter, that authenticity is like a piece of magic dust that makes the brand come to life and resonate with people. #KeepingItReal
<3,
Tiffy
Super Bowl to me isn't just about watching two competing sports teams fighting for a championship. It's about a bunch of companies fighting to have the "-est" commercial out there, whether it's the funniest, the cutest, the craziest, or simply the best. But it seems that the brands that got the most buzz weren't the ones who paid millions for ads on TV.
Oreo:
Last Super Bowl's tweet from Oreo impressed the Twitterverse and became the stuff of marketing legend when it managed to use the blackout to its advantage. It put the advertising world on its toes and solidified the notion that branding and social media needed to be done in real-time. This year, the brand surprised everyone by going dark, staying well above the fray since most brands decided to attempt Oreo's 2013 ploy and tweet real-time. Needless to say, many people were very impressed with Oreo's ability to know when to pull back.
JC Penney:
While football fans everywhere wondered what was going on with the Broncos game, Twitter folks were wondering the same thing with JC Penney's account, as the retailer's tweets sounded like awkward drunken texts after a long afternoon of tailgating. It later turned out to be a (terrible) marketing ploy that got people complaining about the retailer instead of praising it.
Di Giorno
Pizza and smack talk. What else could be more "Super Bowl" than that? Di Giorno may not have run an ad on TV but their social media team's hilarious tweets and on-point hashtags made for an entertaining feed.
Gatorade:
When the Seahawks won the game, the team poured orange Gatorade on Coach Pete Carroll. Gatorade may not have paid for an ad but getting this sentiment tweeted by hundreds of people looking to spread some sports related trash talk was huge for the brand. They poured green Gatorade on the coach too but that didn't get RT-ed as much which goes to show that sometimes you just have to be at the right place at the right time or pour the right colored Gatorade at the right moment.
It's been interesting to see the role social media plays in marketing. Analysts have tried to break down viral ads or tweets into little elements hoping that they can find the magic recipe that makes everything work. But what these Super Bowl ads show me is that sometimes it really just boils down to being your brand's authentic self. Whether it's on TV or on Twitter, that authenticity is like a piece of magic dust that makes the brand come to life and resonate with people. #KeepingItReal
<3,
Tiffy
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