Super Bolw Ads and Social Media

Posted on Posted in Online Marketing Tools

What did advertisers do to hit the social media masses?

In my personal take, social media on its own doesn’t work if it is not combined with other media outlets. I think a great advertising campaign is the one that integrates several outlets and hits all angles at once across the board (Social media, TV, Print ads, Press Releases, etc).

But on a very rare occasion, one company can make headlines like Oreo Cookies who’s online advertising agency (360i.com) seeks the up-to-the minute opportunity to post an ad. Kudos to 360i! -An NY agency.

Last year, right after the black out, Oreo Cookies posted this ad:

When the Superdome went dark, people went to twitter to seek out information, and twitter come out with funny tweets. Oreo made its mark with this commercial. Oreo to associate the dunkable treat with one of the biggest sports events of the year. The result was a sweet, positive dispatch that went viral across social media — more than 15,000 retweets and 20,000 Facebook likes — with a message that reminded everyone that Oreo is a great comfort food.

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Super Bowl ads search for client segmentation that can help them narrow who they want to reach, what is the best way to deliver the ads, and what services and solutions they want to deliver. Often times the focus of segmenting is on gender, age, ethnicity;  but it can get even more narrow such as religion, knowledge of languages, disabilities, mobility, home ownership, employment status, and even location.

According to Nielsen demographic statistic data, 46 percent of the Super Bowl viewing audience is female, and more women watch the game than the Oscars, Grammys and Emmys combined (Neilsen, 2014).

So how did Super Bowl commercials target women this year? I could mention a couple of commercials that I think were targeted at women, but one of the ones that really touched me was the Budwiser commercial of the doggy and the horse. I mean, who doesn’t like doggies? Of course there is a good looking guy in it, in case the doggie didn’t catch your attention. With this commercial, Budwiser targeted women in a very personal level and a very effective way.

Commercial: https://youtu.be/uQB7QRyF4p4

And the word got around about them; the Ellen Dengeres show showcased the commercial, among others, as one of her favorites (Ellen, 2014).

Time Magazine says that Today’s women spending power is changing the way companies operate, allocating more advertising expending budget on this demographic.

I found these interesting statistics on Women Earning Power (Parker, 2013):

  • The average American woman is expected to earn more than the average American male by 2028
  • Fifty-one percent of U.S. private wealth is controlled by women
  • Women account for over 50% of all stock ownership in the U.S.
  • Women control more than 60% of all personal wealth in the U.S.

And this is the type of statistics companies, who promote their products during the Super Bowl, looked into in order to segment their demographics and plan their sttrategic marketing plans.

Sources:

M.A.E. (2014, 05). Nielsen – What People Watch – What People Buy . Dancing in the End Zone: Ads and Brands that Won Big for Super Bowl XLVIII . Retrieved fromhttp://www.nielsen.com/us/en/newswire/2014/dancing-in-the-end-zone-ads-and-brands-that-won-big-for-super-bowl-xlviii.html

The Ellen show (2014, 29). Your browser will be deprecated soon. Please upgrade. – YouTube. YouTube – Ellen Reveals Her Beats Music Super Bowl Commercial. Retrieved from http://youtu.be/jJR6YV4WAnM

Parker, Steve. (2013, ). Data-Driven Digital Marketing & Business intelligence | Asking Smarter Questions. Marketing to Women: Surprising Stats Show Purchasing Power &

Source: http://northwesternbusinessreview.org/super-bowl-advertising/

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By Mary

Head of Integrated Digital Marketing and International Outreach
Maris Pozo is an Integrated Digital Marketer and member of the American Marketing Association, with over 9 years of experience on the agency side-and has worked with clients such as HP, LATimes, and Monster.com--In bilingual markets in Spain and U.S.

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