Online marketing rond de Super Bowl
Super Bowl 2014: Denver Broncos vs Seattle Seahawks
Zondag 2 februari is het zo ver! De Super Bowl XLVIII vindt plaats in het MetLife stadion in New York. De belangrijkste wedstrijd voor Amerikaans Football is de wedstrijd tussen de AFC kampioen Denver Broncos en de NFC kampioen Seattle Seahawks.
De Super Bowl wordt ieder jaar aangegrepen door bedrijven om in the picture te komen en betalen hiervoor veel geld (133.000 dollar per seconde). Toch kan je ook onder de aandacht komen door slim gebruik te maken van social media. Door snel te reageren op de uitzending zorg je dat je veel followers, retweets of likes krijgt, waardoor je merk onder de aandacht komt.
Online Marketing tijdens de Super Bowl
3 feb 2013: Baltimore Ravens vs San Francisco 49ers
Oreo Tweet
Tijdens deze Super Bowl viel de stroom uit in het Mercedes-Benz Superdome in New Orleans. Het bedrijf wat hier het best op reageerde was Oreo.
Oreo plaatste een tweet vlak nadat de stroom uitgevallen was. “Power out? No problem! You can still dunk in the dark”. Ze plaatsten hierbij de afbeelding van hiernaast.
De tweet werd 16.000 keer geretweet en het bedrijf ontving 20.000 likes op Facebook door deze actie. Oreo werd onofficieel uitgeroepen tot de winnaar van de online marketing rond de Super Bowl.
Lincoln Steer the Script
Automerk Lincoln vroeg Jimmy Fallon om te helpen met de promotie van hun nieuwe model. Individualiteit is bij Lincoln belangrijk en dit wilde ze bewijzen door hulp te vragen bij het ontwikkelen van de advertentiecampagne voor de Super Bowl.
Jimmy Fallon plaatste de eerste tweet: “Lincoln hired me to write a BIG commercial and I need you guys to help me.”, “It’s a new way of advertising. Fun! Tweet me ideas starting Wednesday at noon. #steerthescript“. Dit leverde veel retweets op en mensen reageerde met de hashtags #SteerTheScript met verhalen over roadtrips en over de voordelen die de Lincoln auto had.
Omdat de online content niet gecreëerd werd door het merk, maar door individuen werd dit een regelrechte hit. De buzz rond de reclame van Lincoln begon hiermee al ver voor de Super Bowl.
Meest succesvolle Super Bowl advertentie all-time
6 feb 2011: Pittsburg Steelers vs Green Bat Packers
Volkswagen maakte in 2011 reclame met The Force uit Star Wars. De advertentie was te zien rond de Super Bowl en de reclame werd 5,24 miljoen keer gedeeld via Facebook, Twitter en andere social media. De advertentie werd gezien als entertainment, dus leverde veel extra views op. Wanneer je de oude reclame bekijkt op Youtube, zie je in de advertentie een banner voor de komende advertentie van Volkswagen tijdens de Super Bowl 2014.
http://www.youtube.com/watch?v=R55e-uHQna0
Online marketing rond de komende Super Bowl
Op dit moment zijn bedrijven al begonnen om hun spotjes online te tonen, zodat er a een buzz ontstaat. In Adwords hebben bedrijven enkele extra sitelink extensies gemaakt waarmee bezoekers meteen naar de teaser kunnen gaan vanuit de advertentie.
Volkswagen
Volkswagen heeft een eerste commercial op Youtube gezet waarin de Duitse engineers de ultieme reclame laten maken voor de Super Bowl.
http://www.youtube.com/watch?v=Mzio0qhdxZY&feature=youtu.be
GoDaddy
GoDaddy, een webhosting bedrijf uit Amerika, heeft een GameDay Teaser gemaakt om gevonden te worden online. Dit doen ze niet door SEO of SEA, maar door domeinnamen + hosting te verkopen.
Bud Light #UpForWhatever
Bud Light, een van de grootste sponsors van de NFL, heeft uiteraard ook een commercial rond de uitzending. Ze zetten Twitter in met de hashtag #upforwhatever en zorgen dat de tv-spotjes ook die hashtag gebruiken.
Daarnaast zetten ze het Bud Light Hotel op. Een cruiseschip voor 4.000 gasten dat tijdens de Super Bowl in New York aan de haven ligt en plaats geeft voor optredens van o.a. The Foo Fighters & The Roots.
Bekijk de teaser ad van Bud Light hieronder:
http://www.youtube.com/watch?v=8h8VOJXSEd4
Toyota #Unbornify
Toyota’s gebruikt de hashtag #Unbornify en zorgt dat alle social media uitingen al in de stijl van de Super Bowl zijn.
Newcastle Brown Ale, if they have a mega huge budget
Newcastle Brown Ale, een biermerk, kon de tv reclame tijdens de Super Bowl helaas niet betalen, maar spelen hierop in door de campagne te lanceren “If we made it”. In deze campagne geven ze aan wat ze zouden doen als ze wel het geld zouden hebben om reclame te maken voor de Super Bowl.
Bekijk de “mega huge” video hieronder:
https://www.youtube.com/watch?feature=player_embedded&v=9g9wXBkdWEg
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