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  • Key Advertising Insights For Super Bowl Viewer Engagement

    Twittertv ViewersSuper Bowl was one of the most viewed and Tweeted about events for 2015, breaking records for a single most viewed event. According to WSJ, “A record 114.4 million people watched the New England Patriots defeat the Seattle Seahawks in the Super Bowl on Sunday, the largest audience for a U.S. television program in history.”

    Nielsen has recently announced Nielsen Social ratings, that will include Facebook Social Media conversations. This new rating will become Nielsen’s “Social Content Ratings.”

     

    Watching TV Is A Social Experience

    Watching TV combined with multi-screening is now a social experience with viewers turning to social networks to discuss the programming with friends and families. As high as 21 percent email or text friends about the program, 16 percent share photos and 13 percent read conversations about the program and 8 percent of smartphone users watch the program because of something on social media. As high as 6 percent of smartphone users write blurbs on the programs.

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    Social Networks Are The New Conversation Hub

    The water-cooler effect that has long been associated with ad linked conversations has transcended  over to the social networks with 156 Million US adults reached during Q3 2015, on Smartphones alone. According to Nielsen’s Comparable Metrics report, “156 million adult consumers engaged in social networking on a smartphone alone. That’s about 65 percent of the U.S. population! That’s also a 13 percent increase in adult users from the comparable week a year ago. On tablets, social networking platforms reach about 58 million U.S. adults weekly—nearly a quarter of American adults”. With high reach and the conversation thread easy to follow on Social Networks, Social Networks are the new hub for viewer engagement, content amplification and building brand buzz.

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    Social Networks Build On Emotive Power

     

    According to Nielsen’s, What’s Next Emotions Give Lift To Advertising Report, Advertisers can expect a monumental shift in results from the ads that connect with audiences emotionally.

    Emotionally Evocative content for campaigns brings greater shares and content amplification, generating increased engagement among target audiences. Engaging audiences with emotional advertising during Super Bowl 2015 brought positive brand buzz lift according to Networked Insights. BrandWatch analyzed the cost per mention for Super Bowl advertisers and the cost per mention was seen to be most efficient for brand advertising that audiences emotionally connected with.

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    According to a study, for 100 recent ads across 25 brands in the fast-moving consumer goods industry, ads that performed at above-average scores generated a 23 percent lift in sales. Another research from Nielsen shows that higher level of engagement with users for emotions, memorability and attention is correlated with Twitter TV Activity, based on Twitter TV rating a Social media measurement tool from Nielsen Social.

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    Social Media Leads To Content Discovery

    Research on consumer media habits has shown that more social actions lead to higher  TV Rating, indicating that use of Influencers  can get your brand content for the Program discovered on social media.

     

  • Butterfinger’s Big Game Ad Teaser Promises Bolder Adventure

    Butterfinger’s Crispety, Crunchety and Chocolatey experience is “Bolder than Bold” for Super Bowl 50. The teaser ad shows motorcyclist veering through the maze of piranha-bots featuring Billy Eichner, for an ad spot to be aired live during the Third quarter of the Big game on Super Bowl Sunday, Feb 7, 2016.

    Nestle Butterfinger’s return as an advertiser for Super Bowl and the ad spot was earlier announced in a 12,000 feet jump that was Live streamed by a professional Sky Diver via Periscope.

    According to Nestle USA, During the Big Game, Butterfinger will take viewers to new, never-before-seen levels of boldness in a uniquely-Butterfinger way when it debuts its new 30-second ad. The spot will be created by Santo and directed by Armando Bo, co-writer of the Academy Award-winning film Birdman.

    “I’m a huge sports fan so when I was given the opportunity to direct Butterfinger’s Big Game ad, I was instantly drawn to the project. The combination of such an iconic brand and a commercial for advertising’s biggest stage made this such an exciting spot to direct. Bringing Butterfinger’s Bolder than Bold essence to life was an unbelievably fun experience, and I think everyone will be excited and surprised by what they get to see on game day,” said director Bo.

     

    Nestle Butterfinger, in a build up to the big game hit the streets of New York with Terrell Owens, a former NFL Wide Receiver and Billy on the Street host Billy Eichner for the play-offs,asked people to show off their boldest end-zone celebrations in exchange for a Butterfinger. As a Super Bowl campaign, Nestle Butterfinger announced a cover of USD 50,000 for excessive celebration fines.

    According to AdWeek, Butterfinger doesn’t believe players can ever celebrate “excessively” after scoring a touchdown, Kristen Mandel, Butterfinger brand manager, said in a statement. “For us, the bolder the celebration, the better.” In an earlier statement Kristen Mandel, promised Butterfinger advertising will deliver on bolder messaging that will make audiences laugh, “Butterfinger delivers a truly bold trifecta – a bold yellow wrapper, a bold brand personality and a bold, gets-stuck-in-your-teeth eating experience. Butterfinger has always strived to live life to the fullest — full of laughs and not taking itself too seriously.”

    https://twitter.com/Butterfinger/status/690156931139305472

     

  • Snickers’ Super Bowl 50 Teaser Satisfies

    MarilynsnickersSnickers  teaser ad for the Super Bowl 50 campaign wishes Mr Super Bowl a Happy 50th Birthday. The teaser ad has a funny take on iconic Happy Birthday Mr. President sung by Marilyn Monroe, with a tagline “The Blonde Bombshell Is Back”. The spot opens to a loud cheering from the audience, followed by Marilyn Monroe lookalike performing in a grave voice to a disgruntled audience. The ad spot seems to be a continuation of “You’re not you, when you are hungry” campaign.

    According to AdAge, Snickers teaser for the spot that will air in the big game, a hungry Marilyn Monroe prepares to reprise her iconic “Happy Birthday” performance to celebrate the Super Bowl’s 50th anniversary, but with a far less seductive voice.

    “Since we’re kicking-off the ’50’ celebration of one of the world’s most iconic events it seemed only fitting to cast Marilyn Monroe, a Hollywood icon with global appeal, to help us celebrate,” said Allison Miazga-Bedrick, director, Snickers Brand. “But this is just a small glimpse of what America should expect from Snickers on Super Bowl Sunday. As always the ad will feature a funny surprise that we’re confident will satisfy fans hungry for a laugh.”

    The commercial was created by BBDO New York. It will run in the first quarter of the Super Bowl on Feb. 7, 2016, airing live on CBS.

     

    Snickers has earlier launched a no purchase necessary Facebook contest “Make Super Bowl even Sweeter” for Super Bowl fans and has created a digital experience where a MEME generator lets the user identify their “Hunger” personality.

  • Colonel Sanders Spins KFC’s Nashville Hot Chicken For Game Day

    KFC launched the Nashville Hot Chicken variant nationwide at 4300 KFC locations, after a  test in Pittsburg , with the original authority on Chicken, Colonel Sanders endorsing the flavor. According to Kevin Hochman, KFC US Chief Marketing Officer, “We tested it in Pittsburgh and they loved it. OK, none of this makes sense, but I can promise you KFC Nashville Hot will make perfect sense for your taste buds. The spicy, smoky, crispy flavor is literally like no other spicy chicken you have ever tried.”

    The USD 5.49 individual meal, is available as Chicken tenders with pickles or as Chicken on bone, complete with KFC signature biscuit and Coleslaw. Nashville Hot contains the perfect blend of spicy cayenne and smoky paprika and is crowned with pickle chips—the ideal sidekick.  Nashville Chicken famous for its spicy red crumbs, makes for a Perfect addition to any party fare. According to the press release, Nashville Hot will be available in an 8-pc chicken Meal & 12-piece Tenders Meal which come with 2 large sides, pickles, and 4 biscuits. For bigger orders, Nashville Hot will be available in a 24-piece Tender Platter.

    Promoting the KFC Nashville flavor for Super Bowl,  KFC has positioned the product as an appropriate Game Day party option. The online video adverts featuring Colonel Sanders play on the ease of getting Nashville Flavored chicken at every location while touting about the heritage.

    KFC has launched the campaign on Social Media building on Colonel Sanders road trip featuring a KFC Food Truck tour to sample the new flavor at  locations across eight states which started on January 7th in Nashville Village, Ohio, and ended January 20th in Nashville Town, North Carolina.

    The online advertising banks on humor to engage audiences. The video advertising features Colonel Sanders talking about the quest for the chicken recipe adding to the KFC Brand Storytelling approach.

    https://twitter.com/KatieLittle/status/684792230066937856

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