Let’s look at the facts first.
- In 2014, an average of 112.2 million viewers tuned in to Superbowl XLVIII, which broke any previous record. But with a :30 spot costing you $4 million, what kind of hope do most businesses besides Doritos, Budweiser, and name brand cards have in drawing in the audience?
- In 2014, Super Bowl XLVIII generated 24.9 million tweets in a 4-hour period, not including retweets, favorites, or replies. Facebook reported 185 million interactions in a 24-hour period.
- 29 of the top 100 brands in the world marketed in some way on Twitter with a tie back to the Superbowl last year, compared to 8 brands in 2013. The momentum is gaining.
Here’s our recommendations on what to do and what not to do if you market yourself on social media during the Superbowl:
- Don’t self-promote and then tag on #Superbowl at the end of your post just to get eyeballs. People search #superbowl to read about it, not about how your salon has the best haircuts for only $29.99. You have to get creative with it. If you’re in hair care, do a post on all the popular haircuts from the last 50 years of famous football players who have played in the Superbowl and do a tutorial on how you would have styled them better. If you’re in healthcare, release some healthy Superbowl snack recipes. If accounting is your line of work, find out the most amount of money spent on a Superbowl ticket or commerical (#FridayFacts), or throw in a #TBTSuperbowl with the amount of money the very first SuperBowl ticket cost. It takes time but the return is worth it.
- Do research on the players. Use a hometown hero. If one of the players in the big game is from the area where your small business is located, use that connection! If you’re in the clothing business, look up pictures of your player not in his jersey and try to recreate his outfit or his fashion choices with some pieces that you sell in your store and tag his name to it. If you’re in food/beverage, temporarily name a sandwich or entree after the team or player you support and offer a discount on it.
- Use the marketing that’s already there. Everyone knows half the people watching the Superbowl watch for the commercials. These commercials usually end up on YouTube either during or very soon after the game. If they relate to your line of work, post two of them and ask which was the favorite. Use the data to drive your next marketing campaign.
- Leading up to the event, use SuperBowl promotions. Whoever makes a team prediction on your Facebook page receives a discount.