The Super Bowl is still a few days away, but for brands, the big game has already begun. All brands, regardless of whether they can afford a multi-million-dollar Super Bowl spot, are joining the conversation on social media.
We’ve picked our favorites by the social numbers. Which Super Bowl spots are already a hit?
Bud Light: #BudLightParty
Bud Light is a major advertising player — on and off social — during every NFL season, so it was expected that the brand would bring out the big guns in its Super Bowl 2016 commercial.
Here are a few key takeaways:
Invest in Relevant Influencers: Make sure that the people you use in your Super Bowl campaigns resonate with your target demographic. Take a look at your social data to learn about the influencers your social audience follows, and either reach out to those influencers or similar ones. For instance, this commercial starring Amy Shumer and Seth Rogen would have come off a little differently if Bud Light had cast Adrien Brody and Susan Sarandon (although I’d watch that too, I guess).
Ride That Wave: If there’s a major event happening, like the presidential election, why not jump on the bandwagon? This will only make your brand more relevant and your social ad more timely.
Utilize the Description Field: If you click through, you’ll notice Amy and Seth’s entire speech transcribed in the video’s description. This is a great way to re-message and increase your video’s discoverability.
Well done, NFL, well done. The NFL busted out one of the most clever concepts this year, by casting the “Super Bowl Babies Choir” and Seal! The video is extremely relevant to their brand, encourages hyper-fandom, and is just really stinking cute.
Here are three things you can learn from this Super Bowl spot:
Know Your Audience: The NFL knows whom they’re talking to. They know that there are a lot of parents out there looking forward to kicking back on Sunday and watching the game. This ad is tailor-made for that particular demographic.
Put Together Two Unlike Things: By combining two elements that people love but wouldn’t necessarily envision together — babies and Seal — in a playful way, the NFL grabs attention by successfully surprising its audience.
Utilize Closed Captions: This is another great way to increase discoverability! Seeing as though this spot is based around a song, it’s a no-brainer to include closed captioning. However, it’s also very clever, because adding closed captions enhances a video’s discoverability. Well played.
Amazon is bringing the heat this year by pairing up Alec Baldwin and Dan Marino. Surely this is just a teaser and we will see the full ad come Super Bowl Sunday, but people on Twitter are still very excited about the #BaldwinBowl.
Here are the three components which make #BaldwinBowl a winner:
Keep It Quick: It’s 2016 — how many of you will sit and watch a one-minute video all the way through anymore? That’s what makes this Amazon Echo commercial great. It runs for a crisp, cool total of 15 seconds — just long enough to post onto Instagram.
Showcase Your Hashtag: What Amazon does that many other brands forget to do is put their hashtag front and center. They include it in the video’s title, as well as in the closing credits. This definitely increases chances of hashtag usage.
Point Back to Your Site: Amazon knows how to take advantage of its social profiles. Within the video description, they actually direct users to http://amazon.com/BaldwinBowl, a digital hub for the campaign — and showing off Amazon Echo. Smart!
So, all those ads were well and good…until Apartments.com came in and changed the game. Apartments.com recruited none other than Weezy F Baby (and George Washington) to appear in their commercial for the Big Game. Seeing Lil’ Wayne in any commercial is a rarity, and watching him give George Washington props on his gold grill is really must-see TV.
How did this video get rave Twitter reviews?
Know Your Audience (Again): My dad doesn’t know who Lil’ Wayne is. My dad is also not looking for apartments. You know who is looking for apartments? Me! And I love Lil’ Wayne (pre-Carter IV).
Keep It Consistent: Apartments.com has released 4 videos in anticipation of the Super Bowl. They’ve all been rolled out consistently within a day or two of each other, which keeps Apartments.com top-of-mind.
Which brands do you think will make a big splash at the Super Bowl, and are getting a head-start with savvy social marketing? Let us know on Twitter.
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