Super Bowl 2017: Digital Marketing Lessons
Posted: Sun Dec 22, 2024 8:41 am
It's been several days since the big sporting event held every year in the United States, the final of the National Football League (NFL): the Super Bowl . Followed live by 120 million people, just in the North American country.
Whether you're a fan of the sport or not, you're likely tuning into the numbers (south korean tv series) Super Bowl, either for the traditional halftime show or to see how brands take advantage of multi-million dollar advertising spaces to surprise and reach their audiences.
According to a survey conducted by the National Retail Federation:
With one week to go until the 51st edition of the Super Bowl and its establishment as one of the most important sporting celebrations in the world, there is interesting data to comment on regarding digital marketing actions and particularly on the use that brands have made of social networks.
Many are still talking about Lady Gaga's Super Bowl halftime show, but there were also interesting things that happened regarding the brands that took advantage of the occasion to interact with their audiences, some more creatively than others.
Before continuing, we must highlight that in terms of the content of the 66 commercials that were broadcast during the match, there was a constant presence of political readings against the newly elected president of the United States, Donald Trump.
Brands such as Audi, It's a 10 Hair and Airbnb took advantage of the event to send messages of rejection of the actions announced by Trump, while highlighting values such as equality and justice.
We must make special mention of the commercial by the construction company Lumber, which, with an emotional spot about a mother and daughter trying to cross the border into the United States, accumulated more than 99,000 combined mentions on Facebook, Instagram and Twitter . It was the most talked about digitally during the event due to its powerful message. This also confirms the importance of being aligned with reality in advertising communication.
With all this said about content decisions by some of the brands during spaces that cost approximately 5 million dollars, let's talk about Super Bowl metrics.
Hashtags are going out of style
According to Marketing Land's annual study, the use of hashtags in advertising during the Super Bowl dropped significantly to 30% compared to 2016 when it reached 45%.
In contrast, URLs were more commonly used by brands, with 41% of advertisers using links in their Super Bowl advertising pieces.
Whether you're a fan of the sport or not, you're likely tuning into the numbers (south korean tv series) Super Bowl, either for the traditional halftime show or to see how brands take advantage of multi-million dollar advertising spaces to surprise and reach their audiences.
According to a survey conducted by the National Retail Federation:
With one week to go until the 51st edition of the Super Bowl and its establishment as one of the most important sporting celebrations in the world, there is interesting data to comment on regarding digital marketing actions and particularly on the use that brands have made of social networks.
Many are still talking about Lady Gaga's Super Bowl halftime show, but there were also interesting things that happened regarding the brands that took advantage of the occasion to interact with their audiences, some more creatively than others.
Before continuing, we must highlight that in terms of the content of the 66 commercials that were broadcast during the match, there was a constant presence of political readings against the newly elected president of the United States, Donald Trump.
Brands such as Audi, It's a 10 Hair and Airbnb took advantage of the event to send messages of rejection of the actions announced by Trump, while highlighting values such as equality and justice.
We must make special mention of the commercial by the construction company Lumber, which, with an emotional spot about a mother and daughter trying to cross the border into the United States, accumulated more than 99,000 combined mentions on Facebook, Instagram and Twitter . It was the most talked about digitally during the event due to its powerful message. This also confirms the importance of being aligned with reality in advertising communication.
With all this said about content decisions by some of the brands during spaces that cost approximately 5 million dollars, let's talk about Super Bowl metrics.
Hashtags are going out of style
According to Marketing Land's annual study, the use of hashtags in advertising during the Super Bowl dropped significantly to 30% compared to 2016 when it reached 45%.
In contrast, URLs were more commonly used by brands, with 41% of advertisers using links in their Super Bowl advertising pieces.