OPA Intelligence Reports

Posted in News on 01/28/2013 By Mark Glaser & Courtney Cowgill

Social Super Bowl I

We had the first “social” Olympics last summer and the first “Twitter election” last fall. Are we in for the first true “social Super Bowl”? Analysts say we are. “This year, we’re really seeing it go to a totally new level where marketers are making social networking a core part of their Super Bowl efforts,” Tim Calkins, professor of marketing at Northwestern University, tells NBC News. And Cotton Delo writes for AdAge, “As marketers guide eyeballs to social media content in the weeks leading up to the game to gin up buzz for their spots, ads on those platforms may start to look more valuable.” Facebook and Twitter, of course, will grab the lion’s share. Frito-Lay VP of marketing Ram Krishnan tells Delo that Facebook is high on that company’s list. “Our investment in Facebook was very minimal last year, but ... our media mix has changed considerably.”

But PepsiCo Beverages’ global head of digital Shiv Singh says Twitter will be tops. “As a brand and as a social network, Twitter is going to win the Super Bowl even without having an ad,” Singh tells Delo. While marketers push deeper into social media, watch for fewer “pre-releases” of Super Bowl ads this year. Last year, many marketers flooded social media with pre-game peeks at commercials to drum up buzz. But they’re rethinking that strategy this year. Brand strategist Adam Hanft tells the LA Times’ Meg James, “Now there is a feeling that you get more bang for your buck if you hold the commercial back.” Also, the crowdsourcing trend made popular by Doritos, where anyone can film a commercial for the snack chip with a chance to win $1 million and your video shown, might have plateaued. Darren Heitner writes on Forbes.com about marketers that are wary about crowdsourcing an ad for such an important, expensive slot. “The main risk is when a brand has a real message they want to say about a product or a strategy that they want to introduce to people … they run into trouble when they introduce it to the crowd,” warned Steve O’Connell, creative director at Red Tettemer + Partners.