Super Bowl commercials are almost as big as the game itself. Advertisers spend millions of dollars to woo a guaranteed audience– since Nielsen says over 111 MILLION people tuned into Super Bowl LI last year. Not surprising, that exposure comes with a pretty hefty price tag though. AdAge says in 2017, one second of Super Bowl advertising was a whopping $166,667, meaning a 30-second spot was valued at over $5 million. Overall, advertising spend on the Super Bowl since its beginning has been over $4.9 billion.
So what’s a small to medium-sized company to do? How do the itty bitty brick-and-mortars and startups of the world win over an already-captivated audience just ripe for the taking? Interestingly enough, Nielsen also provided some social media metrics for Super Bowl LI. There were about 190.8 million social media interactions. We’re not gonna do the math here, we’re just going to go ahead and say, yeah, that’s a lot.
With so many users active on social media at once, staying specific is the best option for your brand to break through. Geofencing is a great way to keep your interactions hyper-local and conversions high. This works for a local dive bar as well as it could work for a behemoth like Pepsi. Bars can wrangle in a group looking to continue their buzz, hotels can offer a discount on rooms to people who may be stranded after the city is gridlocked thanks to a celebration, Pepsi can find users drinking craft spirits and advocate their product as a mixer– maybe with a discount thrown in? Harnessing the power of social media is about being selective with whom you engage (as a brand) and making the message unmistakably relevant. Often that means acting quickly.
After our Eagles pulled off a win last night, we used our geofencing platform to take a look at how some local brands were encouraging business while the city was recovering this morning. We’re proud of our city for taking note of these super-specific trends and using them to cultivate community while also getting their products out there and we’re gonna go ahead and call these advertising #wins.
And the solution:
And a very viable solution:
And this, the brilliant corporate tweet that nobody asked for but everyone is glad to have witnessed:
Batteries hold a sacred place in the history of Philly fans. Congratulations, Philadelphia, and Fly, Duracell, Fly. pic.twitter.com/qkEcPbFj4N— Duracell (@Duracell) February 5, 2018
If there’s one thing we learned from brand’s efforts during Super Bowl LII, it’s that targeted, hyper-local marketing is here to stay.
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