Last year 114 million people, or nearly one-third of Americans, watched the Super Bowl. These numbers make the game prime-time for advertisers and marketers. Because of this, commercial slots during the event are reportedly setting advertisers back $5 million, excluding production costs.
Let’s face it. Most marketers don’t have that kind of money burning a hole in their back pocket, so creativity is key. Here are our top four Super Bowl marketing tips that won’t break the bank.
1. Use Real-Time Marketing
Let me set the scene: It’s 2013. A hipster whispers “YOLO” to themselves before they post a Harlem Shake video on Vine. The Baltimore Ravens are facing off against the San Francisco 49ers for Super Bowl XLVII, but the gameplay has stopped due to an unexpected power outage. Instead of using the opportunity to grab some more chicken wings and use the bathroom, Oreo’s social media team sprang into action and produced this tweet:
Source: Ad Espresso
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It’s important to note here that Oreo wasn’t the first company, nor the last, to tweet about the power outage. They went viral because of their stand-out graphics and catchy copy. This goes to show you that when you’re crafting your own Super Bowl tweets, a quality post will go a lot further than a quick one.
2. Don’t Limit Yourself to Game Day
While real-time marketing can be great, the potential for Super Bowl themed content isn’t limited to the big day itself. Before the game, take part in the hype with promotions, contests, or simply asking your followers on social media who they think will take home the Lombardi trophy.
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After the game, pay attention to your own social media feed. Oftentimes memorable moments will be turned into memes or other marketable content, and everybody loves a good meme.
3. Market to “Those Who Don’t Care About the Game”
About one-third of Americans watch the Super Bowl. For those not mathematically inclined, this means that on game day, two-thirds of the country aren’t glued to the television, and are potentially looking to escape the fanfare.
This gives you a chance to stand out through marketing to those not watching the game. If you own an upscale fine-dining restaurant you could advertise your business as a quiet, football-free space, or if you own a boutique, you could have an anti-Super Bowl flash sale that begins at the game’s kickoff time. The possibilities are endless, and those who don’t care about the game will thank you.
4. Stay True to Your Brand
All of the above tips are top-notch, but you need to tailor them to your company’s needs. Ignoring your audience base will always backfire. Making sure you stay true to your brand and audience base is key for successful marketing during any time of the year, and Super Bowl season is no different.
For example, if you own a clothing boutique don’t publish game-day recipes. Instead, you may get t-shirts printed featuring a catchy football-themed slogan that you can give away to the first 25 people to stop in on the big day. Word of caution: if you’re tempted to use official NFL logos or related-images consult copyright infringement rules to avoid landing in hot water.
Super Bowl marketing isn’t just for the high-rollers anymore. With a little creativity and marketing know-how, you can create a game-day strategy that is as effective as the famed commercials.