As the Super Bowl approaches fans are gearing up for the exciting day. On the other hand, many companies are preparing to analyze the effectiveness of Super Bowl commercials that have been planned for quite some time. As we saw last year, the trend of preemptively releasing Superbowl commercials has only grown in 2013 and many more companies are exposing customers to their commercials early.
Not too long ago Super Bowl commercials were relegated to the actual game day; however with the rise of social media and various social networks, early releases of these commercials have proven very important. Unfortunately for some companies, the commercials are met with a wave of criticism and hopes that something will be changed in time for the actual commercial. This year, the Mercedes Benz Kate Upton commercial, for example, has received criticism that runs the gamut from tack and over sexualized to too boring.
The goal of these commercials however, is to build a certain excitement around the company and the product being advertised. Coca-Cola annually has Super Bowl commercials and the company has proven to be an innovator in terms of social media integration and progression. This year proves to be no different, and Coca-Cola has introduced a social game to run during the Super Bowl.
On Monday the 21st, the company unveiled “Coke Chase” and pits three teams against each other (Cowboys, Mad Max style men, and showgirls) and lets fans determine which of the teams will be featured in a post-game ad. Users can then go to cokechase.com to vote for the team they like best. The commercial will run during the Super Bowl and the winning team ad will run directly after the game, chosen in real time.
Coke has been taking advantage of real-time potential for brands to connect with consumers in the past two years. Last year, the company showed their iconic polar bears on dueling sides of the game and played ads based on the actual results and score. Their efforts paid off and Coke later reported that 9 million people across various platforms tuned in to see the polar bears.
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Pio Schunker, SVP of integrated marketing at Coke explained “People aren’t going to necessarily interact with your product unless you tell a compelling story…This is the most engaging and compelling way in to talk about [Coke] as the ultimate thirst quencher.” Coke is maximizing the effects of both the game day commercial and the power of social media through sponsored stories on Facebook to promote the game. Given the amount of money Super Bowl ads cost to run, hopefully more companies will follow suit in order to make these commercials more creative and interactive in the future.
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