Leverage your Social this Super Bowl

Super Bowl 50 is fast approaching and you know what that means… it’s time to get social and develop some exposure, no matter how big or small your brand is.

If you don’t know by now, Super Bowl is the most watched sporting event on the planet with a record 120 million viewers tuning in to last years game alone.

This year the Denver Broncos led by #1 draft pick and future Hall of Fame Quarterback Peyton Manning will take on #1 draft pick Cam Newton and his Carolina Panthers who finished the regular season with a 17 win and 1 loss record.

There are plenty of storylines behind each team but that’s not what this blog is about. What you want to know is, how can I leverage this worldwide marketing opportunity to benefit my organisation?

For some background on how many people take to social during such event, here are some quick stats from the 2015 Super Bowl courtesy of MarketingCharts.com:

  • The 2015 Super Bowl was the most tweeted ever. 28.4million from the beginning until the end of the game
  • Conversations on Facebook recorded a total of 265million likes, comments or shares.
  • 10.7% of the viewing population watching were influenced to buy products from advertisers

Social Strategies to Employ

Alright, so now we have this quick history out of the way let’s look at some tactics you can use to engage with your audience.

Firstly, you will need to be aware of all the hashtags that will be used during the game. Here’s a quick list you might want to use:

#superbowl

#superbowl50

#sb50

#superbowlsunday

#footballtrivia

#nfl

#gameday

Now that you’ve lined up your hashtags, it’s time to develop some campaigns. Here are some ideas you might like to run.

Polls

The easiest of campaigns to get people to engage with your brand. For the most part an audience cannot resist voting, especially when they are not required to complete a form to do so.

Real-time questions whilst the game is underway is a good strategy as well as some pre-game warmers.

Screen Shot 2016-02-04 at 4.12.25 PM

Create a Buzz Competition

Encourage people to share their Super Bowl photos. Here for example, create a post or image and encourage people to share their moment and if they use a specific hashtag or mention your handle (insert your brand here) then they will go into the draw for a prize.

An idea would be to target the competition at local businesses. For example, if you’re in Sydney and are a B2B business and you’re celebrating the Super Bowl, follow and tag us in your post etc…This is a good way to build some leads and generate networking opportunities.

If you’ve got access to a livefeed hashtag waterfall feature such as Oracle Social Media Mixer, why not set this up to be live on your website and Facebook channel.

Remember: Publicly share the prize draw on your social channels and make sure to mention and share the winners handle.

Be Socially Smart

It’s the big day and you’re about to post on social but before you do, you need to lay out some ground rules

Some tips that SoTrender recommend include:

  • Make sure you have someone to look after all your social channels on the day.
  • Don’t tweet about every little thing. Pay attention and only tweet on big events during the game
  • Half-time is where the marketers are watching to see which commercials appear so engage wisely. Fun fact: The Super Bowl commercials are the most expensive commercials in the world.
  • Engage with other brands if the opportunity presents itself

Do Some Listening

If you’ve got access to a cloud listening product such as Oracle Social Relationship Management, then why not create some topics and listen to see what activity occurred during the game. You might want to target specific organisations you know who are active on social or your competitors.

Use these findings to improve your social strategy. For example, why was one organisation generating that many more conversations than the other. Monitor the spikes and influencers involved. Read more on social listening here.

Summary:

Preparation is everything. Even though at the time you are acting live, you will need to prepare your content beforehand and also think and strategise about what angles you will pursue if certain situations arise.

Most importantly, have fun with it. It’s an entertaining sporting event so make sure your brand represents exactly that.

If this is your first time using social during a live event such as this one then learn from it and use it to empower your next event.

…and if you’re wondering at all. I predict the Panthers to win handsomely 28 – 14 (sorry Broncos Fans).

When is it:

Monday 8th February 10.30am AET

Kick-off approx. 10.30am