Note the use of social media pitches and screen hashtags. Comment on this post with your observations.
Background Links:
Super Bowl increases TV ad revenue and second screen social interaction
The Super Bowl games means we will be glued to both the big screen and our devices. Good news for ad revenue -- and for social monitoring by brands.http://www.zdnet.com/super-bowl-increases-tv-ad-revenue-and-second-screen-social-interaction-7000010560/
36% of Viewers Will Use Second Screen During Super Bowlhttp://mashable.com/2013/01/28/super-bowl-survey-second-screen-big-game/
It's Game On for Second Screen
http://www.adweek.com/news/television/its-game-second-screen-146825
From adweek.com
Watching the Super Bowl today? AND the commercials? If you are, make sure you join the conversation on Twitter via #adhuddle. Enjoy real-time insights from ad execs on the spots (and the game).
https://twitter.com/search/realtime?q=adhuddle&src=typd
Super Bowl smashes social TV records (and more metrics from the big game)
http://lostremote.com/beyonce-bests-the-power-outage-in-tweets-per-minute_b36500
Last night’s game, halftime show, commercials and power outage combined to make it the most social event on television to date, according to data from Bluefin Labs and Trendrr. The Super Bowl tallied up 30.6M social media comments (Twitter, public Facebook data and GetGlue checkins), 2.5 times last year’s social activity of 12.2 million.
Social media was promoted an incredible amount in the advertisements of Super Bowl 2013. Some advertisers, such as Hyundai, aired multiple commercials that promoted hashtags such as "#EpicPlayDate" and "#PickYourTeam" to make an interactive experience for the audience using Twitter during the game. Another Hyundai advertisement showed the logos for Facebook, Twitter and Youtube at the end of the commercial, promoting the audience to view all three of these Hyundai pages.
ReplyDeleteThe following advertisers promoted Twitter hashtags in their commercials throughout the Super Bowl:
-Wheat Thins: "#musthavewheatthins"
-M&Ms: "#betterwithmms"
-Audi: "#Braverywins"
-Doritos: "#doritos" (shown in the corner of all Doritos commercials)
-Best Buy: "#InfiniteAnswers"
-Toyota: "#WishGranted"
-Calvin Klein: "#Calvinklein"
-Cars.com: "#nodrama"
-Volkswagon: "#GetHappy"
-Subway: "#Februany"
-Wonderful Pistachios: "#GetCrackin"
-Budweiser: "#Clydesdales"
-Speed Stick: "tweet your #HandleIt moment"
In addition, the Lone Ranger movie promotion used the Twitter handle "@loneranger" in commercials, further promoting the movie. Verizon also aired a commercial that showed the Twitter handle of each Fios "user" in the commercial, so that the audience could follow the actual user and read their input about Verizon Fios.
Twitter basically blew-up by 8:30 p.m., and by 9 p.m. the following hashtags and pages were top-trending:
-#SuperBowl47
-#lightsout
-#BeyonceBowl
-#SB47
-Jacoby Jones
-Bane
-San Fran
-Calvin Klein
-Ray Lewis
The use of second screen viewing of the Super Bowl was extremely prevalent when the lights in the stadium went out. An anonymous person created a "Super Bowl Lights" Twitter account, which received 26.4K followers by 9:35 p.m.
Instagram and Facebook were also highly advertised in the commercials. Oreo had a commercial disputing over which part of the cookie is better - the cream or the cookie. Then, the advertisement said "Choose your side on Instagram, @Oreo."
Facebook made an appearance in many commercials, especially at the end of every Taco Bell ad (www.facebook.com/tacobell).
In addition to advertisements, the CBS broadcast was also a large user of social media promotion. "#CBSSUPERBOWL" was displayed in the corner of much of the commentary segments, and each of the reporters showed a Twitter handle under the name display (@jbsportscaster, @stevetasker89, etc.) In addition, CBS would ask viewers to "text and vote" for who they believe would win the game.
Social media was just as important to the audience during the Super Bowl as the CBS commentary or advertisements were. By promoting social media throughout the game, the audience was able to be completely interactive and use second screen in order to be fully immersed in the game.
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ReplyDeleteI personally don't remember the last time I watched a major televised event where I did not check Twitter or Facebook throughout. Viewers today are often sacrificing televised footage to see what their friends have to say, or to contribute to a trending hashtag.
ReplyDeleteYesterday's Superbowl face-off between the Baltimore Ravens and the San Francisco 49ers was no exception with the speed of the game, power outage and electrifying half-time show dominating social media. According to an article on MediaPost.com, by the beginning of the second half, the volume of tweets had already surpassed last year's total, with the power outage and half-time show being the height of the conversation.
Besides sharing your own thoughts on the events or reading friends' reactions, many advertisers promoted their product further by using the 2nd screen. For example, the Coke chase commercial encouraged viewers to pick up a 2nd screen and vote for who would win the race at www.cokechase.com. Moreover, a Budweiser commerical asked viewers to help name the baby Clydesdales horse shown in the clip by using the #Clydesdales hashtag on Twitter. These are just a few examples of commercials that encouraged viewers to pick up that 2nd screen and use social media.
Twitter was clearly the most prevalent form of social media during the Super Bowl, from CBS reporter's Twitter handles and #CBSSUPERBOWL displayed on the screen, to an anonymous, hilarious "Super Bowl Lights" twitter account created just minutes after the power outage that tweeted things like "the only thing that can turn me back on is Beyonce." Almost all the advertisements had their own hashtags usually shown after the advertisement like Volkswagon #GetHappy, and Wonderful Pistachios #GetCrackin, to encourage talk about their product on social media.
Despite the energy of the game, many of the conversations on twitter involved Beyonce and the Destiny's Child reunion (trending topics: #BeyonceBowl, Kelly, etc.) and the power outage (#lightsout, power, etc.) In addition to advertising purposes, many people used the second screen to communicate with friends and see what they were saying. I remember reading a tweet during a commercial break that said "These commercials and Twitter are competing for my attention, and Twitter is winning."
The power of the 2nd screen is huge especially when it comes to such a large-scale televised event like the Super Bowl. Whether you use social media to keep up with the play-by-play (which I found very rare in this circumstance) or to catch up on friends' opinions on the Raven's safety and become interactive on social media, it is safe to say that the use 2nd screen and social media has almost become just as important as the game itself.
http://www.mediapost.com/publications/article/192611/super-bowl-ad-winner-twitter-in-a-walk.html#axzz2Jxm4rtfm
When I watch a normal television, I almost never pay attention to Twitter hashtags or Facebook links. But when I had to pay attention to them, I was honestly shocked.
ReplyDeleteThe first company that impressed me in its use of second-screen encouragement was CBS, which had a continuous push for Twitter use all night. Every CBS account and football reporter used the hashtag “#CBSSUPERBOWL” throughout the night. I continually saw the hashtag on both screens, and I remembered it throughout the broadcast. That's a sign of success.
However, I was disappointed by a few companies that seemed to use hashtags as sort of throwaway items at the end of a commercial. There were countless examples. In the GoDaddy ad featuring a kiss between Bar Rafaeli and a guy with glasses, the hashtag #thekiss displayed in the bottom-left hand corner of the screen the whole time. And in the Audi commercial about the children's football team, they continually emphasized how great bravery was, and then just flashed “#BRAVERYWINS” at the end of commercial. The hashtags sort of felt like elements added on at the very end of the production process so the companies could say they were “hip to social media.”
However, I was impressed with a few companies that actively encouraged interaction. Pizza Hut encouraged the audience to post videos of their own “hut hut” sounds on Pizza Hut's Facebook page. And Speed Stick mentioned Twitter in its add, saying to “Tweet your #Handleit” moment when you handled a moment well. Those companies obviously made social media a priority in the production process, which I think stands out more than a simple hashtag at the end of a commercial.
The company that I was most impressed with in its second-screen experience, Oreo, didn't excel in their television advertisements. Instead, they excelled in the quickness and cleverness of their social media advertising. Oreo played off the blackout and about a half an hour into the blackout posted a graphic on its Twitter account, @oreo, saying “You can still dunk in the dark.” The immediacy and relevancy of the ad was incredibly impressive, and it obviously made an impact with consumers, as it was retweeted over 15,000 times.
I feel like the more twitter has expanded the more companies have seen its potential and made there own company profiles and plastered hash-tags in the corners of every one of their ads. Even mundane Wheat Thins throw up the ever so original #WheatThins. The Super Bowl is the time for companies to blow people away with a commercial. With 30 seconds of air time costing 3.8 million dollars this year, a company is shelling out some serious cash in the hopes that they can drum up so considerable business. The Super Bowl is probably the most important advertising day of the year.
ReplyDeleteWe spoke in class about how we all got our news and it felt like everyone mentioned twitter. I was all over twitter during the game, reading updates and analysis from experts but I never once saw a hash tag and threw it one of my own tweets. There was no #LiveMas tweet about the tacos I was going to order. Even though I did not use the hash tags I think it is the right move for companies to include those in there commercials. It is difficult to explain but for me, I would see the hash tag, look at my twitter, and just being looking at my twitter I would think about Pizza Hut or Budweiser. It was just the association of the product with this outlet I was so glued too.
I did how ever use and follow Super Bowl hash tags like #SB47 and I checked out what was trending during that excruciating light malfunction. I was interested in other peoples views and what was going on at the stadium and the easiest way to find first hand accounts was searching the hash tags.
I think both CBS and the companies with the coveted commercial spots did a great job realizing the power of twitter. I do however think that no hash tag is going to salvage a boring or just plain not funny commercial and there were plenty of those during this years broadcast.
As I sat down to watch the Super Bowl with my friends on Sunday (aka Commercial Fest ’13) I tried to keep track of the hashtags that followed every ad, the Twitter handles that came up during any sportscaster’s announcement or the ‘Follow us on Facebook ‘ for every movie. To get an idea of just a few hashtags there were:
ReplyDelete#Betterwithmms
#braverywins
#thekiss
#doritos
#infiniteanswers
#herewego
#yourbigidea
#pepsihalftime
#gethappy
#15yrwinningstreak
Some of these Twitter hashtags either mention the product or describe the commercial while some didn’t call either to mind. Some tags were trending such as #SB47. Weirdly, not one of the 10 people at this get-together felt the need to immediately Tweet after the commercial was over.
In terms of the second screen phenomenon, they were getting more attention than the game itself. Every 20 seconds someone would read out a Facebook status from a friend about the game. Someone would ask “Why are they called the 49ers?” and someone else would click over to Google on their iPhone. People were texting, Intagraming photos of beer bottles and SnapChatting funny faces to each other. The party was a lot of interacting with people in the room as well as pretty isolating during the 34 min black out when everyone checked the internet to see exactly what was going on and/or to see what other people on Facebook thought about the game.
Social media was prominent everywhere in the game, but only if you were really looking for it. The only thing I can recall someone actually following up with was the Coke Chase Race ad where people were encouraged to vote for the “team” they felt deserved to drink a Coke or something. Other than that, I’d say people mostly used Twitter to read jokes written by celebs about the NFL rather than specifically following trending tags like #NFL.
One of my personal favorite moments of the Super Bowl was the power outage and how some companies took advantage to promote their products. For instance, Oreo said "You can dunk in the dark." and Tide made a joke about even if the power isn't on, you can still get stains out. It was a brilliant marketing move and almost immediately, someone created the twitter handle 'Super Bowl Lights'. I thought that it was very interesting to watch the social media explosion during Jacoby Jones' kick-off return and the initial power outage. Almost every commercial (especially the Go Daddy one) was enhanced by the free marketing and press that they were getting on social media and on the internet. It really takes a lot of sting out of the almost $4 million that the companies have to pay for a 30 second spot.
ReplyDeleteI liked the reactions of reporters and other journalists as they watched CBS flail around in their attempts to fill time. I completely understand that they were put in the worst of circumstances and they had to make lemonade out of the lemons they got.
If there were ever a Super Bowl where the interactivity and cutting edge technology of the digital world were on full display, this was it. Why, you ask? Well it just so happened that during the one event all year where the media seemingly has all the answers, something so unexpected happened that the general public was left without an explanation. Yes, there was a blackout at the Super Bowl. Given, it was about half of the lights in the Mercedes Superdome, but by the way the public reacted to the electrical faux pas you would’ve thought the entire city of New Orleans lost electricity.
ReplyDeleteWhat we saw during this 34-minute break in the action was incredibly telling of the direction our society is headed towards. Twitter absolutely went berserk during this unexpected intermission. It’s where people turned for the most up-to-the-second news. And everyone was talking about it. At one point, just for fun, I counted 15 tweets on my feed, and 13 of those 15 tweets made some kind of remark about the outage. In my opinion, CBS really dropped the ball in this part of their coverage. Sure, it came as a huge surprise to everyone, but they did little in terms of giving answers, which social media was able to provide.
Twitter wasn’t only a place for answers on Super Bowl Sunday. It also served as a place for reaction. A slew of the infamous Super Bowl commercial break advertisements had a hashtag to accompany their segment, promoting conversation concerning their product(s). Some promotions were simple, like a Chrysler commercial that featured a logo for Twitter, Facebook and YouTube at the bottom of its’ final frame, modestly promoting its’ online presence.
Other companies, however, were not quite as modest. Perhaps the most stirring and talked about of the Super Bowl Sunday commercials, was the GoDaddy.com advertisement that featured a lengthy, close-up, intimate kiss between supermodel Bar Refaeli and a nerdy, plump actor by the name of Jesse Heiman. Very visible in the bottom left corner of the uncomfortable encounter was the Twitter promotion, reading: #thekiss. Sure, the management at GoDaddy.com knew that this was probably going to make some people really uncomfortable. However, they also probably knew that this was going to absolutely dominate the social media world. And they were right. Again, I kept an eye on Twitter right after the less than appetizing on-screen display and, sure enough, my feed was abuzz with reactions of all different kinds. But if you step back and think about it, the type of reaction is hardly of any concern to the GoDaddy.com executives, because any type of reaction is a promotion in their eyes, which was their goal all along.
CBS did its’ usual spiel, urging fans to text in their votes to help determine the game’s most valuable player, but this was nothing new. We’ve seen this in Super Bowls, National Championships and World Series’ for years now. Where I saw the biggest change this year was in the aggressiveness of some advertisements concerning the promotion or use of their social media platform. Most notably among a handful like it, Oreo ran a commercial on Sunday, urging fans of the famous cookie to visit the company’s Instagram page to vote on what aspect of the American treat they enjoyed more: the cookie or the cream. A few years ago, something like this could have never happened. However, with the role that social media has come to play in our everyday lives, such a tactic in advertising has become commonplace. It’s where our generation lives; the Super Bowl was a terrific indication of that. So, in the future, I only expect the campaigning and interactivity via social networks to grow infinitely.
One thing I consistently noticed throughout the advertisements played during the Super Bowl was how sexually suggestive they were. A Mercedes-Benz commercial featured supermodel Kate Upton dressed revealingly, walking around a group of guys washing a car. Instead of the typical "woman washing a car" commercial, she directed them, telling one of the men, "you missed a spot." The advertisement has drawn the ire of a parents group, however, who claimed it was not "family friendly."
ReplyDeleteAnother commercial, produced by Go Daddy, typically went the sexual route but was even more blunt this year. It featured Israeli supermodel Bar Rafaeli kissing the ad's "nerd" character of Walter, which started a firestorm on Twitter. A lot of the discussion about it either focused on the disgusting nature of the commercial, or males being impressed with Walter. Either way, it ended up being ranked as one of the worst commercials of the Super Bowl by the Washington Post.
Aside from commercials, the one thing that popped out most to me was during the power outage. It was handled absolutely horribly by CBS, who continued to replay the same plays over and over while sloppily commentating to fill the 34 minute blackout. They could have done something creative with the extra time given to the broadcast - one thing I thought would be interesting is simply interviewing everyday people in the crowd, and balance between Ravens fans and 49ers fans. Instead, it ended up being a colossal waste of time for everyone involved.
After watching the Super Bowl, it is clear that social media has taken over! Most of the commercials had their own hashtags in the bottom left corner. A lot of the commercials were sexually driven and I guess from a consumer standpoint that is what sells or catches your attention. I was particularly disturbed by the GoDaddy commercial. I thought that it was a cruel way to display their message. I get it, use the supermodel Bar Refaeli for the sexy side and fat nerd for the smart side but I though it was a cruel way to sell their product. Some commercials were creative while others were boring but at the end of the day it was entertaining.
ReplyDeleteAs an avid sports and football fan, the commercials were second billing for me on Sunday, but I did try and pay attention to what was taking place in terms of social media involvement. Most notably, during the power outage, numerous Twitter accounts related to the Superdome's problem were created, quickly garnering thousands upon thousands of followers, following the trend of one event triggering a trend. For example, during one of the presidential debates, Mitt Romney's comment about firing the Sesame Street character Big Bird spawned a rush of accounts.
ReplyDeleteI definitely noticed many advertising spots using hashtags in their commercials this year, but don't necessarily recall any specific ones. I'm sure that Speed Stick and M&Ms were at least two of the companies, though. I spent most of my Twitter time looking at tweets during the halftime show and power outage. The halftime show's crown jewel for tweets was when the two other members of Destiny Child rose from the stage for a reunion with Beyonce. My feed was a wall of posts about it. During the outage, numerous people tried to make light of the situation or poke fun at it, such as one tweet saying something along the lines of how Buffalo Wild Wings had really stepped up their advertising game.
Over on Reddit, which I was able to check after the game, the majority of users are American. A few popular posts before the Super Bowl talked about how Europe would be "taking over" while many users were away from their computers. During the power outage, though, these two meme images rapidly gained popularity:
http://www.quickmeme.com/meme/3suaxv/
http://www.quickmeme.com/meme/3suaze/
Even as the biggest event in North American television took place, people were still ready at a moment's notice to capitalize on just about any aspect of it.
Super Bowl XLVII was an incredibly unique Super Bowl to say the least. There was already an expectation for a constant stream of social media, but the 34-minute power outage delay took things to a whole new level. When I watch football with my friends, we are all frequently checking Twitter and Facebook for commentary, injury updates, etc. During the blackout, it seemed like everyone in the room was refreshing their phone every 10 seconds. Although it was frustrating to have to endure what was basically an hour and a half break from the action, I found it exciting to see how everyone handled such a monumental and historic occurrence.
ReplyDeleteAccording to an article I read in the Huffington Post, there were 24.1 million posts on Twitter during the game, up from 13.7 million last year. As I watched, I noticed a lot of hashtags during the commercials, but I didn't realize until later just how many there were. Over 50 national TV ads used hashtags this year, compared to just 5 last year. During the blackout, several of the companies continued to promote themselves on Twitter, including Oreo's and Calvin Klein.
Rather than regale you with lists of hashtags and other jargon, I've decided to take this opportunity to analyze the effectiveness of promoting second screen activity. Was it possible to watch the SuperBowl without looking at your smartphone? If so, is the viewing experience comparable to one who was on social media throughout the whole event? While the SuperBowl is the most important annual marketing opportunity in the U.S., that marketing is separate from the actual football game. To me, commercials are just commercials, just as easily ignored as the ones that don't fly the twitter banner.
ReplyDeleteI will concede that social media was most relevant during half-time and the power outage, as those were breaks in the action, intermissions that us viewers were a captive audience to. However, social media should have been used to update the audience to when play would resume, or other facts about the game, such as Jacoby Jones' record 108 yard return. To me, the use of social media seemed just grafted on, and not at all organic to the game.
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ReplyDeleteI can honestly say I didn't even realize just how many hashtags were being shown during the commercials, which is surprising now that I think about it. However, I did frequently check Twitter and Facebook for updates of what my friends were saying. I also follow the Ravens Twitter account so that kept me updated with injury reports and such.
ReplyDeleteAs for TV ads, I don't think the promotion with the use of social media interrupted the experience. Instead, it added to it if you wanted to participate in the conversation. I thought it was interesting that during the blackout no commercials were shown. I would think that would have been the perfect opportunity to advertise that although the Super Bowl couldn't function during the blackout, whatever company that was on TV could. I did hear that Oreos used that opportunity to promote themselves and get a conversation started and if other companies had been able to effectively use that time to make it about their product, they would have seen a great response.
The best marketing decisions are made by leveraging an unplanned situation. I think the conversation on social networking was effectively used during the Super Bowl but I believe advertisers and companies missed great opportunities to join the conversation.
Normally, I only watch the Super Bowl for the commercials, but since this year my home team was in the game, I didn't pay much attention to the commercials. I'm not sure if that says more about where my focus was, or the gage of success of the ads. One commercial I remember most was for Oreos because at the end, the ad asked viewers to go online and share their thoughts, which is a unique feature definitely connected to the uprise of social media and its importance in society. Some companies took advantage of the blackout during the game to tweet directly to consumers, which is another new technique. I think it's pretty smart because it gives the companies a more approachable tone and those who experience the interaction will most likely come out with a greater appreciation for the company and the effort it's making.
ReplyDeleteDuring the game, I mainly used a second screen for looking at others' opinions of the game on Twitter and Facebook and to get background information on the players and the game.
Since the game, I have seen a lot of articles about the ads; rating them, asking people to vote on their favorites, etc. And I've appreciated that because I can go back and watch the commercials I might have missed and be able to discuss my favorites with my friends.
The notoriety of airing a Super Bowl commercial has become so prominent that it seems some companies are trying too hard to make theirs memorable. A few of the commercials I saw I remember laughing at, not because their were funny, but because I thought they were stupid. Companies are going further and further to get a laugh or make viewers remember their ads and it's starting to hurt them. Commercials like Go Daddy's were too much and while people may remember them, it may not be for the right reason
For those of use who aren't football fans, commercials are naturally our source of entertainment and social media, like in other forms of entertainment, allows the audience to be apart of it. Twitter and Facebook do this by allowing all forms of public commentary; for example, the host of criticism on the Calvin Klein commercial. But I would like to look at a broader sense of social media which includes all methods of interaction between the public and the internet. I thought that the most stand-out commercial during the Superbowl was the Coca-Cola commercial that required a public vote to decide a winner in the race to the giant Coke bottle. The website necessary for voting was the first thing my friends and I visited when we were bored from the long power outage break. Because the commercial and the interaction between us and the result were at our finger tips, I think it was extremely effective in advertising. Social media and the second screen have made it a norm in our society have the interaction with public events as our source of entertainment. Now that we can involve ourselves in the action, I feel that we expect to involve ourselves in the action, especially when it can be cataloged on the internet that we were watching. When we can interact with the events, I believe that they stick in our memories more and when we watch the Superbowl with our friends isn't that what we wanted to do? Create a memory of some sort. Coca-Cola made me remember them because I voted online to sabotage one of the racers in the commercial. While I don't remember a single exciting play from the Superbowl, I do remember arguing with friends as to who should win the Coca-Cola.
ReplyDeleteThe second screen phenomenon that stood out to me was the game rewind feature where viewers could text rewind or go on NFL.com to see each play again. I thought it was an interesting way for people to engage in the game, particularly for viewers who complain over why certain plays are not shown in replay or those who want to see a different angle.
ReplyDeleteBy putting the power into the hands of the audience, the network provided viewers with more accessibility as people were able to select what they wanted when they wanted, which ultimately would drive up site and network traffic.
It was also astonishing to me how much advertising engaged in social media initiatives. Maybe I was never really paying attention to commercials, but it felt like nearly every commercial this year ended with some sort of hashtag. #wishgranted #yourbigidea #herewego #crackinstyle
Given the sheer amount of commercials using a hashtag, I'm interested in seeing if this level of engagement with social media hurt or helped consumer sales/viewer interest and the willingness to engage the second screen for such consumer product purposes.