The Super Bowl is one of the most watched events in the World each year. About half of those people tuning in are doing so solely of the commercials. That doesn’t mean that these ads will help their companies. In fact, many of the companies who create Super Bowl ads won’t get any boost from them. In order for them to get traction from these ads, they need to follow some simple rules. The same goes for you and your businesses’ social media practices. Too many companies aren’t getting the most out of their social media…just like too many big companies aren’t getting anything out of their Super Bowl ads. Here’s five social media lessons you can learn from Super Bowl commercials.
(Thanks to superbowl-commercials.org for putting these ads together)
LESS IS MORE
The thing about Super Bowl Ads is that too many companies think that, because they’ve made such a huge investment, they need to throw everything possible into the commercial regardless of whether it fits their image. Unfortunately, this mostly leads to mashed up ads that aren’t funny, interesting, or relevant. For example, check out this Coke ad, verses this Coke Ad. Which one works better for you? To me, one hot, dusty soldier sharing a coke with his fellow hot, dusty, enemy-compatriot works a heck of a lot better than dragons and ogres and I’m not sure what…maybe puppies, does.
The same goes for your social media. It’s very likely that your product does something very well. Highlight that and people will come. You don’t need to jazz it up with needless bells and whistles. They just convolute your message and probably confuse the people you’re trying to reach.
DON’T FORGET YOUR MESSAGE
Probably the biggest problem companies face with Super Bowl Ads is having their message overshadowed by the glitz. Here’s a test. Off the top of your head name the ads for these three companies, Bridgestone, Stella Artois, and Teleflora. I bet you remembered once you saw them, but the problem was that the product wasn’t the focus of the commercial so these great ads didn’t do anything to help the companies.
With you social media efforts, it is very easy to do lots of creative stuff. Just remember that your product must come first. If it doesn’t, any creative efforts will have been wasted.
GET YOUR FANS INVOLVED
The one thing, perhaps more than any other, that social media has given to companies is the ability to interact with their customers. This is true, even with Super Bowl ads. This year, Doritos and Pepsi Max used commercials created by their fans. Not only did this save them tons of money in production costs, but it gave their customers a vested interest in watching their commercials.
You don’t have to be Pepsi or Frito-Lay to take advantage of this. Use social media to connect with your customers and get their opinions of your product. Take their suggestions seriously. This doesn’t mean you have to change everything about your product, but it is likely that your customers have great ideas about your product you may not have thought about. Connecting with your customers helps you to serve them better in good times and in bad. And better customer service is always a good thing.
CELEBRITIES ONLY HELP YOU IF THEY HELP YOU
Perhaps the one area where companies fail in regards to Super Bowl Ads is with the celebrity endorsement. In most cases, one of two things happen. Either the celebrity outshines the product, or the relationship between the product and celebrity is unbelievable. Neither is good for the product. Take for example Groupon’s commercial. Don’t get me wrong, but Timothy Hutton talking about Tibet, or a restaurant in Tibet, or New York or something doesn’t help Groupon at all. Same with Eminem and Chrysler. Does anyone think Eminem drives a Chrysler? Didn’t think so.
A simple rule of thumb for using celebrities in your social media is this; if they like your product and say something nice about it in public, highlight it. For instance, Jim Rome who’s a well known sports talk show host, loves Bombay Sapphire. He talks about it all the time. That relationship helps Bombay way more than if they hired some movie star who has obviously never had a sip of gin in their lives. In short, if a celebrity uses your product, let people know. If they don’t, don’t.
WORTH IS ONLY BASED ON RETURN
When it comes to Super Bowl Ads the bottom line is this, will your ad, which this year cost $3 million dollars, help your company make at least that in sales. Really, that’s the only way to determine if your ad was a success. To tell you the truth, I’m not sure that many of these companies will get that kind of bump in sales from their ads.
You should be thinking about this when it comes to your social media efforts. What will the return on your social media efforts be? If you’re smart, social media can help you to increase your customer base by large numbers with not a lot of cost. If you pooh pooh you social media, or if you don’t use it at all, you could be losing a lot. So make sure you take your social media efforts seriously.
Super Bowl Ads are fun, but they can also help show us how to make our own businesses more successful. This is particularly true with social media. Hopefully, by implementing these five tips, you can create a Super Bowl quality social media campaign.
Hopes this helps you out.
*(If you’re interested in hiring me you can go here to access my resume.)