Super Bowl #Marketing
For most of us, the Super Bowl is already a distant memory (one that Seahawks fans everywhere are intentionally repressing)… But we’re not here to talk about game highlights.
Last week we encouraged you to keep your eyes peeled for hashtags. Hashtag use wasn’t quite as prevalent this year (down to 50% of ads from 57% last year), but more users than ever took to social media to comment on Super Bowl advertising.
Here are just a few hashtags that got major attention last Sunday:
- Budweiser - #bestbuds
- Coca-Cola - #makeithappy
- Dove - #realstrength
- Nissan - #withdad
There has definitely been a shift in the way major brands approach Super Bowl ads. The tone is slightly more serious, with many brands advocating for social/societal change…
BIG WINNERS: MICROSOFT AND ALWAYS
Microsoft’s #empowering ads were a big hit in my book. They may not have been the most memorable spots, but they contained positive messages in which Microsoft was positioned as a solutions provider.
The Always #likeagirl ad was arguably one of the most memorable and touching ads of the night. I’ll have to admit that I may like the Microsoft spot more (since it links Microsoft to solutions), but #likeagirl received an overwhelmingly positive response on social media.
THE BIG LOSER: NATIONWIDE
Social media exploded after #makesafehappen aired. I hate to jump on the critical bandwagon, but the campaign was way too dark for Super Bowl Sunday. It was also (in my mind) ineffective marketing. The melancholy nature of the ad affiliates Nationwide with a huge problem (childhood death by preventable accident)… More effective advertising affiliates the advertiser with solutions.
I love marketing that makes an impact, but I’m not sure how I feel about ultra-serious Super Bowl advertising. I understand the shift… Personally I have become immune to advertising that is over-the-top silly, but Super Bowl Sunday has traditionally been a light-hearted event. I would love to see more brands use marketing messages that are thoughtful AND fun. Consumers are multidimensional. Brands should be too.
STAY TUNED FOR HASHTAG HOW-TOS
Want to harness some hashtag power for your small business? Check back in with us next week for some simple tips.