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BLOG: What we can learn about social media from the Super Bowl

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Super Bowl and social media

AKRON — #SuperBowl. #SuperBowlXLIX. #PuppyBowl. #Sharkontheleft. #NationwideCommercial. What are you talking about after the “Big Game” on Sunday night?

While some people watch the Super Bowl for the actual game, there is so much more that brings people to a Super Bowl party or into a conversation on social media. If you aren’t in the conversation on social media, you are missing an opportunity.

Last week, out of curiosity, I took a Super Bowl poll on my personal Facebook account, asking people what they most look forward to — the commercials, the actual game or the halftime show. Responses ranged from a few who picked the actual game, however, most answers were mainly on the commercials, with some writing in “Super Bowl Party food” and “Puppy Bowl.”

What’s the point? People love to eat. And people love to be entertained, whether their entertainment choice is the game, etc.

While my very first social media blog compared the Super Bowl party to social media (Can you believe it’s been two years already of Tire Business’ social media blog series?) my objective here is much different.

It’s my personal experience that much of the conversation about the Super Bowl on social media is about the commercials and the halftime show. While I did see tweets about the actual game, including the fight at the end, the bulk of the conversations I saw were about the emotionally driven commercials or why Kim Kardashian was in a T-Mobile commercial (because yes, that was for T-Mobile if you didn’t catch that) or about Katy Perry’s performance.

According to an Entrepreneur article, “Seventy-four percent of viewers said that they would take action on social media,” such as posting a status update or using a hashtag “if a Super Bowl ad spurred them to it; and half said that they would share commercials to support their favorite brands.”

So my question to you is: Did you just talk to your customers and co-workers about the game? Or did you extend the conversation to social media? If you watched the game, why not live tweet about how you liked the halftime show or perhaps how a certain commercial made you laugh. Even if you are afraid of posting something inappropriate (I have been around enough sports fans to know that some things you say aloud at the TV are NOT social media appropriate  during the game) have some campaigns running beforehand.

For instance, Sullivan Tire had a giveaway via Twitter.

 

Sullivan Tire tweet

Ask Patty focused more on the social aspects of the Super Bowl, providing tips for indoor tailgating and some food recipes.

Similar to my social media blog last summer about using real-time marketing, the goal is to get in on the action.

One of the big differences with the Super Bowl in comparison to some other events, such as the World Cup, is that it’s known for its commercials. Companies pay a lot to advertise during the game. Because it is known for more than just the game, as a marketer, you have a lot more to play with.

Maybe you hear more of your customers talking about the NBA in your store. Start a conversation about that sport.

One of your goals for this year could be to get more active with live tweeting. Need some help? Let me know! @jenniferkarpus, jkarpus@crain.com

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Note: My apologies for not getting this out to the readers on Monday as it normally appears. As anyone else being hit by this winter weather knows, the roads are scary and this reporter didn’t make it in yesterday. Stay safe out there!

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TB Reader Poll

Previous | Published January 9, 2019

What was the most interesting story from 2018?

Michelin, Sumitomo form tire distribution joint venture, NTW.
12% (32 votes)
Bridgestone, Goodyear form tire distribution joint venture, TireHub.
37% (102 votes)
ATD cuts staff, declares bankruptcy as result of wholesale market disruption.
28% (77 votes)
Trade war escalates and NAFTA is replaced.
8% (23 votes)
Disruption in auto industry as Ford eliminates most sedans, GM to shutter 3 plants
8% (22 votes)
Michelin continues to grow, acquires Camso, Fenner.
8% (21 votes)
Total votes: 277
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