The Digital buzz for Super Bowl conversations extends beyond the advertising and fan engagement during the Super Bowl match takes place on Multi-screens with real-time brand messaging playing a big role.
According to a report published by Global Web Index based on a survey with internet users in the US, NFL fans reportedly spend 1.81 hours per day engaging with social networks. As a result, networking accounts for close to 30 percent of the total time approximately 6.32 hours that the NFL Fans spend online each day.
As we saw during the World Cup during 2014, social networks are a major go-to point for real-time sports conversations among the USA’s digital population. It is not surprising that one of the major social networks Twitter is partnering with 25 brands to create War Rooms that will send out live Tweets to engage fans.
Chatting with friends and staying up to date are the key activities that the Social networks are used for. Facebook fan engagement for this segment is high and keeps audiences in touch with the brands they like.
As important as it is for NFL Fans to chat with friends one of the major activities they pursue is checking on news on second screen. With the rising use of second screen NFL fans who are online viewers (32 percent) are also actively searching for products to buy and as high as 17 percent use social networks to research products to buy..
With a view to activate the viewers Visa and Pepsi in partnership with e-commerce platform Delivery Agent will offer select merchandise on sale during the half-time show as reported by Marketing Land.Viewers with connected devices such as Samsung, Roku, LG, Twitter, Shazam and who engage with Visa and Pepsi will have multiple ways to shop:
- Fans viewing with a connected Samsung Smart TV will have the ability to use their remote control to shop during the Halftime Show.
- As one of Twitter’s “Buy Now” launch partners, Delivery Agent will shop-enable tweets sent by brand and platform partners during the Halftime Show.
- Delivery Agent will power commerce for Shazam, allowing viewers to purchase contextual products when they Shazam music from the halftime show directly from their Smart Phone.
- Fans can also visit the ShopTV television commerce marketplace app, newly launched on Roku devices, to shop via remote during and after the game. Visa Checkout will be the exclusive ShopTV payment provider for this program.