Few words elicit more excitement and build anticipation for an event better than “Live!” It’s been the “it” word among social media marketers for the past year: “Facebook live,” “Instagram live,” “livestream,” and “360 video” have taken center stage. So, here comes the Super Bowl, and guess what? The spots are going LIVE. Snickers will unwrap the inaugural LIVE spot: 30 seconds of live fun featuring actor Adam Driver and stunt horses (what?) scheduled to air at the top of the third quarter.
And that’s not all. Snickers is all-in on going live around the game. They’ll live stream from the commercial set from noon (ET) Thursday, February 2 to midnight Friday – that’s 36 whole hours – at SnickersLive.com. This is a part of a “fully integrated, 360-degree campaign to reinforce the brand’s connection to hunger satisfaction before, during and after the Super Bowl.” They’ve released four teaser spots suggesting a Western theme, here: here, here, here, and here.
At $5.5 mill for a 0:30 second spot, your creative concept – and your actual creative – better be darn good, very memorable and actually effective. Live, immersive and highly engaging experiences only, please. But Snickers isn’t the only brand going live. Hyundai will be filming a 90-second spot DURING the game to air after the final whistle. Brands like Skittles are already responding to fans tweets about the game with branded Super Bowl images. The during-game social content is super fun and now an expected part of the game experience. Expect live tweets and video content responding to game plays, brand banter and a motherload of hashtags. Now 78% of consumers use social media during the Super Bowl. Count me in coach. I’m here for the ads and the snacks, and Snapchat filters during the game. Go, Second Screen!