With a remarkable power outage throwing the media for a spin, two amazing things were happening in the social landscape.
First, a Twitter avatar was created, @SuperBowlLights tweeting satirical comments about the mishap. At the completion of the Super Bowl, @SuperBowlLights had over 20,000 followers. The audience was there, however the content was lack luster, proving that just because you have an audience doesn’t mean you necessarily have much. @SuperBowlLights succeeded at racking up the Twitter followers, however, ultimately failed at offering relevant and entertaining content.
We’ve seen so many of these satirical Twitter accounts emerge from sporting events, however they often rely on not only quick action, but also quick thinking. You have to have both.
Take Oreo for example. As the lights went out in the Super Bowl, the Oreo Social Media team went to work. The Oreo spot had already run earlier in the game, but the brand was still ready for anything. Within minutes, Oreo had posted the tweet “Power Out, No Problem” with the attached image. Within hours the post had over 12,000 retweets. In a broadcast where a 30 second spot costs millions, Oreo had just achieved incredible success with a zero dollar media buy thanks to their quick to think and quick to act social media team.
Tide tried to leverage the blackout as well, but it was too late. The creativity of Oreo had already spread like wildfire and the social audience saw everyone else as a mere copycat.
These two examples go to show you that not only is Social Media a medium where seconds matter, but it’s also a medium to engage your audience with great content. As the Super Bowl itself illustrated. They’re waiting.
Lastly, this couldn’t be a Super Bowl post without discussing the actual TV spots. Through the first half I felt the spots fell flat, there were a few shining moments. However, I feel in the second half the spots picked up the pace, along with the play of the 49ers. I was anxiously awaiting how Chrysler would follow up the chilling Clint Eastwood spot from last year. The encore came at the almost identical media buy from last year. A two minute buy at the end of half time, a very heartwarming spot with a great message, I feel it was trying to do too much. Two minutes, at the exact same time as last year.
I always judge the Super Bowl spots by the volume in the room. I remember seeing Google’s Parisian Love TV Spot from a few years back and the entire room of rowdy sports fans went completely silent. Tonight there was a spot that quieted us all. The Dodge Ram Paul Harvey spot. An incredible two-minute spot that tugged at everyone’s hearts. It was a somewhat risky buy due to it appearing late in the game. If the 49ers had not made such a strong comeback then there would not have been nearly as big of a viewing audience.
The game itself was entertaining and the drama of the power outage and the TV spots entertained as well. As I left our Super Bowl party, the Dodge Ram spot was my clear favorite. However when I arrived home I did a YouTube search to watch it again. I discovered this – a spot done over a year and a half ago…the same exact concept. It seems to be a blatant rip off. Sure Dodge did a much better job executing the concept on a much grander scale; however, it’s still not right. I am interested to see what is to happen as this story unfolds, we’ll keep you updated. Until then, let us know your favorite Super Bowl Commercial by tweeting us @aafbr.
Also, for all your 49er fans, keep your heads high. Jell-O is heading your way in this incredible post Super Bowl concept.
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Hunter | @hunterterrito