Social Media

Facebook collects Super Bowl mentions to beef up targeted ad campaigns

TVvsFBCan’t plunk down $ 4.5 million for a 30-second Super Bowl TV ad? Perhaps, I could interest you in a less expensive Facebook Super Bowl ad, instead.

Social media and Super Bowl go together like Budweiser and Doritos. In the lead up to the big game, there are millions of mentions on Facebook. People talk about the commercials, recipes for Super Bowl parties, and some even talk about the teams participating in this year’s game.

Facebook recently set up a special digital detector that will locate all of these mentions, then add the mentioners to a growing list of potential Super Bowl targets. And it’s all happening in real time so savvy marketers can take advantage of any sudden trends like a response to a Super Bowl power outage or a particularly scandalous Carls Jr. commercial.

TV might have more, highly engaged eyeballs but only social media has the ability to change direction on the fly and that’s important when you’re dealing with a live event.

What’s really intriguing about Facebook’s plan is that it delivers not only football fans, but more importantly, those one-Sunday a year fans who wouldn’t normally be paying attention. And since it’s already an option for Facebook advertisers, there’s still plenty of time to persuade those Super Bowl widows to read your book or go dress shopping while hubby watches the game.

Of course, all of this highly targeted advertising doesn’t come cheap. I doubt it will come in anywhere close to the cost of producing and airing a Super Bowl ad but it will likely be out of reach for your average, small business.

At least Facebook advertisers will be able to see (or not see) a direct uptick in business after buying an ad. You can’t say that for most Super Bowl ads. There have been at least eight companies who have folded since buying their Super Bowl ads. And for many more, the fame is fleeting. The even bigger question is this: have you ever bought anything as a direct result of a Super Bowl ad?

Whether or not the cost of a Super Bowl ad is worth it is highly debatable, so let’s go this way instead: instead of sinking all of your cash into a 30-second ad, you could have used that same budget to make a full-length movie. Doritos 8: Revenge of the Potato Chip.

What would you do with $ 4.5 million dollars?

Marketing Pilgrim – Internet News and Opinion

Social Media

Football fans up the price tag on Super Sunday to $68 per person

Bing Football Spend

The average person spends $ 130 on Valentine’s Day. According to Bing, consumers will spend just about half that amount to celebrate another truly American holiday; Super Bowl Sunday.

Bing says the average consumer will spend $ 68 on game day food, fan gear, decor and new TVs. This is up 18% over last year and is an even bigger increase than we saw the year before.

A lot of that money goes to the massive amounts of junk food Americans will eat while watching the game. Fans will consume 1200 calories and 50 grams of fat from snacks alone making it the second highest day for food consumption. (Thanksgiving is number one.)

Chickens dread Super Sunday because on that day, Americans eat more than 1.23 billion chicken wings. Pizza franchises love Super Sunday; last year, searches for “pizza” soared to 5xs the height of Bing’s graph both the day before and on the day.

Not in the pizza business? Here are other food related keywords that are expected to score on the days leading up to the game:

Bing Football Foods

Once the ball is in motion, searches for football-related terms slowly rise peaking at half-time. Then they drop off considerably during the second half. If you can hook your marketing wagon to the half-time show, you’ll have a good chance of rising to the top of the search heap. Katy Perry is headlining, so start creating your social media posts and search ads now!

Once the game is won and done, searches related to the Super Bowl commercials begin to rise. Usually these are the people who missed them during the game and want to know what their friends are going on about. These searches peak a full day after the game, so this is a great time to post your commercial countdowns and other related content. You don’t have to be a Super Bowl advertiser in order to score on Super Bowl commercials.

If you want to take full advantage of Super Sunday, you need to park yourself on the couch during the game with mobile device in hand. Then hit those social media accounts hard; Twitter, Facebook, Instagram. Every network is going to blow up for a good 24 hours straight.

65% of Football Championship viewers told Bing, they think that social media has made the game even better in the last 10 years. Make plans now to get a piece of that for your company.

For more on searches, click-throughs and cost per click during the game, check out this free presentation from Bing.

Marketing Pilgrim – Internet News and Opinion