Brand Your Content With Emotion
Advertisers with highest positive lift in emotions for their advertising used content that made audiences react with positive emotion as studied by Networked Insights. According to Networked Insights, positive emotions studied were as follows: Amusement, Excitement and Joy, Love, Like, Happiness and Trust and negative emotions are Boredom, Confusion, Hatred, Disgust, Anger and Offense.
Some of the winners and losers in the brand content with social media chatter often are advertisers who went with an emotional theme that audiences connected with and took to social networks to discuss the ads. Consumers proclaimed Loctite’s ad “weird in a good way” and professed unbridled happiness toward the reggae beat and idea that glue could fix almost anything. Always, Procter & Gamble’s feminine care brand, reran their wildly successful “Like a Girl” ad, and it resonated with viewers in very emotional ways, prompting huge gains across all the emotions, NI measured. Another ad that resonated with consumers was Kia’s action-movie ad. Although it may not have been emotionally complex, consumers took to social media to applaud with excitement for the special effects and clever use of Pierce Brosnan. McDonald’s promotion of “paying with love” clearly prompted a similar emotional reaction among consumers.
Networked Insights recommends, getting the Right Celebrity or Influencer Can Boost Your Emotional Score. Leveraging an influencer can build the emotional connect with your brand. NI has shared examples that worked during Super Bowl XLIX, “Renowned ESPN analyst Adam Schefter tweeted support for the Always spot hours before the game even kicked off. Chris Pratt promoted Jurassic World early and his fan base went wild with retweets.”
Mobile and TV Advertising Make For an Ideal Combination
According to Flurry Analytics, “The jerky nature of our attention during the Super Bowl suggests that when we see something on the screen that grabs our attention, we immediately turn to our devices and apps to discuss what we just saw. A great example of this is the Budweiser Pac Man commercial. At 6:29 pm. we put our phones down to watch the real-life arcade game, but at 6:30 pm. picked them right back up. This suggests a big opportunity for advertisers to amplify their message by continuing the campaign within apps. The most striking example of this was Nick Offerman’s NASCAR commercial which ran at 7:10 pm, five minutes after the game ended. The chart shows that app activity increased by 20 percent during that spot while the social activity increased by more than 40 percent! App addicts were ready to talk about Offerman and NASCAR after the provocative spot.” Using Influencers to leverage the messaging phenomenon can help you build on the emotional engagement.
Search and Social For Engagement
Search Marketing impacts the mobile shopper journey. Brands that are targeting audiences with content for Super Bowl need to make campaigns visible with Keywords that audiences are looking for. Moreover search for Super Bowl starts a few weeks earlier as shared by Bing. Search queries peak during the Half-time entertainment. Food Recipes and Dips are the winners for content that kickstart the Game day Searches.
Social Media engages the audience with conversations that amplify the brand content.
Create the right mobile mnemonics and cross-promote the same on social networks.
To see some of the best campaigns on Snapchat that engaged audiences with follower growth for the brands, click here.
Location based Intelligence For Personalization
Brands that are offering special deals will benefit from Location aware campaigns. Audience Insights for Super Bowl Fans shared by PlaceIQ reveals that audiences can be targeted with customized deals based on buyer behavior.