As we dust off our favorite jerseys to prepare for football season, brands have already started the first phases of their 2014 Super Bowl campaigns. By teasing out content and leveraging user content to drive deeper engagement they can stretch their Super Bowl marketing dollars further.
Brands today have more ways than ever to encourage audiences to take part and help make their campaign the biggest success of the Super Bowl. This year alone, almost every major social site has improved the way consumers can share their story. Instagram launched Instagram Video, Twitter bought Vine, and Facebookhas announced Super Bowl style video ads in your news feed. Tumbler reached over 130 million blogs. YouTube reached over 1 billion unique users, the list goes on and on and on.
One brand that has continues to lead the pack in utilizing user-generated video content to create mass excitement and participation in their campaign is Doritos. The Doritos Crash the Super Bowlcampaign is now in its 7th yearand they continue to make it bigger and better, guaranteeing that it will be a fan favorite. After all, it was created and chosen by the fans themselves!
Last year, Coca Colareleased online an unfinished Super Bowl video and asked consumers to vote on how it should end. The ad featured a race between cowboys, showgirls and bad landers, the audience could vote on the winner. This audience engagement early on created anticipation around the campaign and a reason for users to watch the Coca-Cola 2013 spot.
This year Intuit launched the first phase of their Small Business, Big Game, a massive user-generated content execution giving small business owners the chance to win their own 30 second commercial in the 2014 Super Bowl (see our post focusing on this campaign). Each small business can encourage their friends and family to vote, increasing their chance of being selected, while increasing the virality and awareness of the campaign.
What makes all of these experiences so exciting is that they draw from existing online behavior. They empower their fans to influence content and share their ideas, photos and videos about what makes these brands great. As you prepare for this year’s football season, get ready to see more opportunities to submit why you are passionate about brands, more opportunities to submit content and votes through #hashtags and more opportunities to decide the fate of your favorite brand’s Super Bowl commercial.
Lisa Thoman
Director, Strategic Partnerships
Lisa Thoman
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