No Super Bowl 50 ticket? Don’t sweat it. This year, all you’ll need is your smartphone or tablet to feel like in the middle of the action at Levi’s Stadium. The Super Bowl is famous for its record-breaking ratings, but Super Bowl 50 will be seen by more people than ever, including those who don’t have traditional cable TV. And advertisers are aware and excited that you’ll be switching between watching the game and playing on your phone. Stand by for brand new ways to maximize engagement through social media (they. will. find. you.) that are less ‘brand billboard’ and more of an experience. This year’s game is being held in the heart of Silicon Valley, so it’s not too surprising that social channels and advertisers are looking at this year’s strategy in a whole new way – whether you’re in the stands or on your couch.
It just launched a new feature for sports fanatics called Sports Stadium (timing, anyone?). They’re pulling all game-related content on into one place, in real time, listed chronologically. You can view posts from your friends, their comments on plays, expert commentary with easy access to live scores, stats, play-by-plays, and game info such as what channel the game is on locally.
You may have seen Twitter’s new feature called Moments on your app over the last couple of months. For #SB50 (official hashtag) Twitter will offer a separate tab with exclusive emojis tied to certain hashtags. #SB50 will populate a golden football, #KeepPounding creates a Panthers logo and #BroncosCountryPlayoffs will give you a Broncos logo. Keep an eye out for brands utilizing Twitter for real-time content.
Oreo hit a homerun (um…. touchdown) with their famous “Dunk in the Dark” tweet during the power outage in the 2013 game and it’s the social media marketing benchmark still. Celebrities will be visiting Twitter’s headquarters during the game to interact with fans on Twitter, Vine and Periscope.
Super Bowl 50 has been using Periscope like crazy to give you an exclusive behind-the-scenes experience of all things #SB50. Follow Super Bowl 50 and a few other football commentator accounts and chances are you’ll get some free live footage of the madness streamed to you.
They’ll feature their first Super Bowl Live Story this year. They tried to get in on the action in 2015, but bailed after failing to receive sponsorship. This year they have some major sponsors: Amazon, Marriott, Pepsi, and Budweiser are all on board at a cost “in the low 7 figures.” The NFL and Snapchat will split this revenue. Advertisers’ will have short video campaigns that are mixed in with user content on the Live story.
You probably think of Twitter as the social media channel for real-time marketing. Google is hoping to change your thinking for this year’s Super Bowl. They’ve launched a new ad format called real-time ads that lets brands trigger promotions around big events (i.e. the Super Bowl). Inventory is on both YouTube and Google’s Display Network.
Play ball! (or whatever).