At around $3.01 million for a 30-second commercial, Super Bowl ads are not cheap. This year, as the Saints face the Colts, advertisers will be using social media to try to get a little bit more for their money.
For example, while Pepsi has decided to forgo advertising during the Super Bowl altogether this year in favor of a social media-based philanthropic campaign, Pepsi’s arch-nemesis Coca-Cola is trying to have it both ways, premiering 2 commercials during the game and incorporating social media and charity via a Facebook promotion.
Coke’s Facebook promotion lets fans give virtual Coca-Cola-themed “gifts” to their friends on the site. In return for giving a gift, Coke gives you a sneak peak of one of the commercials and donates $1.00 to the Boys and Girls Clubs of America.
According to the New York Times’ Media Decoder Blog, by 2:00pm Eastern yesterday, Coca-Cola Facebook fans had already given away more than 2,500 gifts.
According to this article by the New York Times’ Stuart Elliott, other Super Bowl advertisers are hoping that their ads will go viral on YouTube, which has a channel, the Super Bowl Ad Blitz channel, dedicated solely to Super Bowl commercials.
A survey conducted by Venables Bell & Partners found that viewers are likely to go online to see the commercials again and to share them with friends and family: 41% of respondents said that they would watch the commercials online after the game, and 26% planned to pass on their favorites.
As Kathy O’Brien, vice president for personal care at the Unilever United States office, explained to the New York Times, “That’s the way you have to go to market now. The Super Bowl is an element of a complete, 360-degree campaign.”
That goes for direct marketing, too, where integrating traditional direct mail and email marketing with social media and mobile marketing can also help you get more bang for your buck.
That’s why Dukky makes it easy to begin integrating print, email, social media and mobile. With our platform, it’s easy to powerful campaigns that combine all of the above elements to improve response rates by up to 8 times!
Tags: Geaux Saints!, social media, Super Bowl