Many big companies invest a lot of money to promote their brands to millions of viewers on Super Bowl Sunday every year, and some of them take their marketing efforts a step further by creating buzz on social media.
Here is a look at a number of companies that managed to score big with a great combination of advertising and social media marketing campaigns:
Lincoln – Steer the Script
When Jimmy Fallon was hired to create a Super Bowl commercial for Lincoln Motor Company, he asked his social media fans to contribute ideas. Thousands of fans responded by submitting personal road trip stories, and Fallon used some of the information he received to create the commercial.
By doing so, he did not only make the creative process of writing a commercial a lot easier; he also managed to engage car owners on a more personal level and generate a great deal of interest in the commercial before it was aired.
Doritos – Crash the Super Bowl
Doritos has been holding Super Bowl commercial contests since seven years ago, and it has continually achieved great results with this strategy.
The contests require participants to submit ideas for 30-second Super Bowl commercials that are related to Doritos, and the winners will be selected by the company’s Facebook fans. The two winning commercials will be broadcast during Super Bowl, and cash prizes will be given to the creators of the top five commercials.
Although these contests have been going on for seven years, they are still able to create a lot of excitement.
This strategy enables Doritos to increase its Facebook traffic significantly, as many contestants keep going back to its Facebook page to check if their commercials have been selected for the next round.
Audi – Prom
Audi is another company that held a contest to create buzz for its commercial last year. However, instead of using the social media platforms that are most commonly used by other companies, it turned to YouTube.
It presented three different endings for its commercial and asked viewers to select one ending that they think should be shown on Super Bowl Sunday. The final commercial was a big success, receiving more than five million views.
By allowing people to choose the ending, Audi was able to come up with a commercial that appealed to the masses and let its target consumers know that they have the power to make decisions.
GoDaddy – Big Idea
In the past, GoDaddy had launched advertising campaigns that seemingly had little or nothing to do with the nature of its business.
However, GoDaddy founder, Bob Parsons, decided that the company should take a different approach for last year’s Super Bowl. Through its Super Bowl commercial, viewers were directed to a website where they could search for their business ideas. If they found that their ideas were not available, they would be given other options to choose from.
Since GoDaddy’s main target consumers are people who wish to start an online business, the commercial was very relevant to its business. It encouraged viewers to come up with money-making ideas and use the website to turn those ideas into reality.
The company also promoted its campaign extensively on social media, and it managed to get its fans to discuss their ideas with one another.
Budweiser – Rescue Dog
Budweiser’s Super Bowl commercials are some of the most anticipated commercials on Super Bowl Sundays.
In the past, the company had mostly aired funny and sexy commercials, but last year, it wanted to engage its audience on a more emotional level. It worked with Tony La Russa’s Animal Rescue Foundation to create a heartwarming and funny commercial to promote adoption of rescue dogs.
The commercial was only a part of a marketing campaign that continued to go on for a long time after Super Bowl. Budweiser significantly increased its popularity on Facebook by telling its fans that it would donate one dollar to Tony La Russa’s Animal Rescue Foundation for every “like” it gets.
As the 2014 Super Bowl approaches, these and other companies will once again be vying for viewers’ attention with great commercials.
In the end, the real winners are not the companies that air the most captivating commercials, but those that are able to supplement their commercials with effective social media marketing campaigns.