Great Real-Time moments are born from great Real-Time opportunities!
An estimated 108.4 million people watched the Baltimore Ravens’ defeat the San Francisco 49ers during Super Bowl XLVII. Source: The Nielsen Co. Fans watched 55 valuable commercial spots, worth investments of almost $4 million, per 30-second slot. But, this year, marketer’s ROI included new opportunities to connect, and real-time lessons in response.
Following the #SocialOlympics there was little doubt that fans would be active within social media during the game. Trendrr.com tracked 47.7 million social media posts, with total social activity at 52,556,473 during the Super Bowl, more than 3 times higher than last year’s game. Branded content was integrated across platforms optimizing the ability to capture fan attention and support social engagement. This year brands were able to seize our attention, respond to 30 minutes of disruption (e.g. #poweroutage) and encourage us to search for more information.
Real-time media offered advantages. Brands were engaging fans, and starting conversations, but this level of connectedness required marketers to pay attention and respond with real-time relevance. In one, now famous example, a fantastic collaborative strategy put real-time response into play for Oreo and 360i during the power outage. Oreo took advantage of the Super Bowl’s third-quarter blackout, sharing the now legendary, "You can still dunk in the dark" caption, and simple image on Twitter and Facebook. The results, the post has more than 21,000 likes, 800 comments and 6,000 shares. The tweet has been favorited by thousands and re-tweeted more than 15,000 times.
Key plays in Twitter’s game
Critical moments measured in Tweets per minute (TPM) Source: Twitter
· Power outage: 231,500 TPM
· 108-yard kickoff return for Ravens TD by Jones: 185,000 TPM
· Jones catches 56 yard pass for Ravens TD (end of 2nd quarter): 168,000 TPM
Real-time media created the competitive difference. Oreo had the right content, and delivered it at the right time. Their response also supported lasting connections and learning. Imagine thousands of comments and shared connections that can be mined to assist new product development and innovation.
We also wanted to see what brands were actually responding, directly to fans. Moving beyond engagement, interacting with fans and fan content in real-time. Twitter was certainly the priority platform for marketers. Hashtag strategies were incorporated into ads for most brands. Brand standard #hashtags performed best.
· #Doritos was able to garner more than 33,000 mentions via Twitter and with 50% positive sentiment from Facebook and Twitter.
· #Calvin Klein reached more than 29,000 tweets and received a 31% positive sentiment rating within Facebook and Twitter. Source: Bluefin Labs
Surprisingly, we found limited examples of brands directly responding. A few RTs were noted, but even less comments within Facebook posts. And, very little effort to share real-time consumer generated content. An excellent example of co-creating content,
Oreo shared fan-inspired masterpieces across Instagram, Twitter, and Facebook as part of their Cookies or Cream challenge, but content was created specifically for this contest and not in real-time. Fans tag Instagram photos #cookiethis or #cremethis, and Oreo re-creates a portion of the image.
Acknowledge people who create unimaginable brilliance
Fan-generated content can be very powerful simply because it is authentic. Consider sharing content that is naturally emotional, not too perfect and from the imagination of real-people. A key element of our response strategy enables people to feel a part of the experience. When their personal masterpieces are shared a very strong connection is formed.
Brands need to support occasions to celebrate original ideas and respond by sharing fan-generated content. The emotional connection of sharing fan-generated content should be orchestrated to motivate sharing. By celebrating authenticity, brands develop emotional connections and let fans know they are experiencing the games, in real-time, along with them.
Preparation for next year
Create content and plan messages that not only engage fans, but also enables “encounters” that let people feel they are personally a part of the branded message…the experience…The Super Bowl. Fans become the reporters, storytellers, and their heart-felt excitement will be celebrated and shared.
Moving from a “The-Super Bowl” to a “Our-Super Bowl” mindset…