Now That’s Rewarding

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Marriott50Bill Craigle of Mechanicsville, New York and 50 of his family and friends got an all-expenses paid trip to watch the big game in a luxury suite at Levi’s Stadium. The team that won an all expenses paid trip for Super Bowl 50 and earned a reward of a liftetime with Marriott rewards was made possible with Marriott Rewards #50To50 campaign.

Admitcard

On September 7, 2015, Marriott Rewards launched the #50to50 Sweepstakes in partnership with the NFL, giving one lucky member the experience of a lifetime — to attend Super Bowl 50 with 50 friends. On December 15, 2015, Bill Craigle was selected as the winner. The campaign that was launched online was promoted across social networks. Marriott Rewards shared an online YouTube video of Bill Craigle and former NFL linebacker Brian Urlacher surprise 50 people with an all-expenses-paid trip to San Francisco for Super Bowl 50.

The Rewards that required users to tag up to 50 friends was activated on Social Networks for audiences to share their photos with hashtags and earn bonus reward points.

The program was promoted post the winner announcement with social media posts on Facebook introducing members from the winning team.

Takeaway

Marriott Rewards campaign was distinctive as it used the theme of Super Bowl 50 and at the same time engaged audiences with a unique contest design that required contestants to choose 50 friends and make their Super Bowl memorable. The contest was designed to deliver on the Marriott Rewards positioning of Now That’s Rewarding. With images and stories of team members that made it to the winning team the campaign came across as credible and believable.

Credits: Marriott Rewards team that made #50to50 happen.

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Know Your Audience For Real-time Conversations

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Twenty-three percent of those surveyed by Salesforce will use more than one social channel while the Denver Broncos take on the Carolina Panthers on Sunday. Salesforce Research surveyed 1,082 consumers and found that Super Bowl 50 viewers plan to use their devices and social media during the game. To plan your social media play for the Super Bowl, brands can look at targeting audiences with social media segments based on usage of social media channels.

Social Rookies Are The Prime Social Segment

For brands targeting Social Rookies, a segment that makes for 77 percent of Super Bowl fans who follow the game on one channel only, Facebook with 48 percent of super bowl followers makes for an ideal reach builder. As high as 80 percent of the audience will be using more than one device. As high as 7 percent will be on three devices or more. Penetration of Mobile devices is higher than the TV’s standalone reach for all segments, making mobile strategy a must for targeting audiences on Social Media.

First Stringers

First Stringers are a segment that are going to follow the game on Two social channels. Following the game on two social channels they can be targeted with Influencer posts that are likely to amplify your message building your brand’s story across channels.

https://twitter.com/esurance/status/695760070383001600

MVPs

Customers who follow the game on more than two channels are the MVP segment and make for 12 percent of social media audience.

Gen Y consumers will also look to get their Instagram games on during the Super Bowl. Among those between 18 and 34, 21 percent will use the pictures-and-videos platform during the game. In the 18-to-24 bracket, 23 percent said they’ll use Instagram.At the older end of the spectrum, 9 percent of participants ages 35 to 44 will use Instagram, while 11 percent of those 45 to 54 plan to do so. The more popular channel among 18-24 years old is Snapchat. Twice as many viewers ages 18 to 24 (31 percent) will use Snapchat during the Super Bowl compared with all other age groups. Snapchat is only behind Facebook in this age group, with 61 percent saying they’ll use Facebook during Super Bowl 50. Eighty-nine percent of viewers ages 18 to 24 plan to use a smartphone during the game compared to the 86 percent who will use a TV. In other words, 3 percent of young adults plan to experience the Super Bowl without the tube (unless it’s YouTube, that is).

Socialsegments Social social1 Devices

According to YouTube blog update on February 5, Big Game ads and teasers have been watched more than 140M times so far this year, with more than half of all views coming from mobile devices.

Ritz’s “Big Game Snacks” campaign generated more than 29 million views by the end of the day Thursday, according to Visible Measures, more than videos related to actual Super Bowl buys.

Real-time advertising offers opportunities for brands and advertisers to target audiences in the moment while they are following the game, with native ad formats and in-stream or display formats.

Who is your Audience
Start with identifying your core target audience and the channels that they engage the most on. Social Media advertising for the audience that is following the game on one channel will differ from the audience segment that is following the game on more than one channels. If you are targeting the 18-24 yrs segment Snapchat is likely to bring about greater social media actions than Twitter.
What is the Audience Size
The Apps that your audience are using to follow the game conversation offer opportunities for cross-device optimization with real-time ads that provide unique reach for advertisers. Depending on your target audience you can determine the apps that you want to advertise on.
Where Is The Social Buzz
The social media conversation and buzz may be higher on some apps and channels. Messaging Apps were seen to be popular in the last Super Bowl for Super Bowl social media conversations. As seen from Katy Perry’s halftime show where the Shark was the surprise that took internet to the floor.

Messagingapps

When Is The Right Time
Tracking sentiment of social media game enthusiasts across social networks can help brands determine the moment that is likely to drive a positive emotional reaction for your brand. Networked Insights that tracked and measured real-time emotional connect has shared insights for brands on capitalizing on social media chatter for real-time marketing moments.
Why Go Real-Time
Real-time marketing is about understanding your customers and prospects in real-time and using the insights to outflank your competition. Creating a sense of urgency with the marketing in the moment message can help  amplify your message and content.
How
Excite your audience with a message that resonates in the moment. This could be tied with a moment in the game or something peculiar that ties in with your brand’s messaging or the brand story or an Influencer post.

Fanatics is running an offer exclusively to enthuse fans for SB50, officially announcing the Super Bowl 50 weekend.

Big Game, The Social Buzz Plus The Esurance Sweepstakes

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Social buzzAs the Super Bowl 50 Sunday draws near, the social media mentions for brands and the ads are trending with users actively engaging with Tweets and posts on Facebook and Instagram. According to Salesforce Marketing Cloud, Big Game Social tracker, Hyundai is leading as the top mentioned brand with nearly 18000 mentions. Among the most mentioned terms for Super Bowl Ads,are Genesis, Skittles, Coca-Cola, Kevin and among tags are #sb50 and #giveadamn.socialads

Convstns

Esurance is present on Twitter promising prizes up to USD 1,000,000. According to the Esurance blog, ” On Sunday, approximately 10 minutes before kickoff, we’ll get things rolling by introducing the Pass It On Sweepstakes. Then, during every commercial break throughout the big game, we’ll post #EsuranceSweepstakes Tweets. Fans can pass them on with a Retweet to be entered for a chance to win. Each quarter, several lucky winners will be selected to win $50,000 each.

And here’s the really cool part: using smart technology and real-time marketing, we’ll award some prizes LIVE during the game. It’s a very modern (and very exciting) way of passing on money to our winners — something that, to our knowledge, has never been done before!

As an added bonus for us, each Tweet will be snackable content, helping tell the story of who we are and how we use technology and modern-world thinking to help make insurance quicker, simpler, and more efficient.”

https://twitter.com/esurance/status/695305871820083200

 

Atypical Super Bowl 50 Advertising

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Budweiser’s Safe Driving Advice Commercial

Budweiser, that has earlier released a campaign for NFL playoffs with the messaging Act Like It, has a message for Super Bowl fans. The commercial 60 second spot featuring Dame Helen Lydia Mirren has a message that warns the audiences about drunk driving. Setting the message apart from, the typical drunk driving PSA, Budweiser has called on fans to #GiveADamn and protect their lives and the lives of others.

According to AdAge, “The 60-second spot by Anomaly represents the first time Anheuser-Busch has run an anti-drunk driving ad in the game since 2005, according to the brewer. That year a spot by DDB Chicago showed Cedric the Entertainer doing a designated driver dance.”

Skittles’ Rocks The Rainbow

Skittles, released the Super bowl spot featuring Steve Tyler, that spins a story around Rocking the Rainbow where lips do the talking. According to Media Post “Marking its second return to Super Bowl advertising, Skittles will run “Portrait” in the second quarter. Continuing with the quirkiness factor, the 30-second as stars Steven Tyler critiquing a portrait of himself made of Skittles. The picture sings, but not to Tyler’s level of satisfaction. As the picture sings “Dream On,” Tyler insists that the picture hit a higher note. Once the note is hit, the portrait cracks, Skittles fall everywhere, but the picture still sings.”

Taco Bell’s Mystery Product Campaign 

IdeaTaco Bell has released teaser spots prior to the Big Game. As reported by AdAge, the three 30-second teasers star NBA all-star James Harden; Giorgio A. Tsoukalos, “alien expert;” and Bryan Wilson, “the Texas Law Hawk.” They are each holding a green brick, which is meant to represent the mystery item.
Taco Bell also issued its second press release. It released its first redacted press release last month. Though there is wide speculation about the product from Cinnamon Twists to Mexican Pizza Crunchwrap , Taco Bell has allowed Blind Pre-order of the product.
“With respect to our fans and ___-lovers everywhere, we knew they wouldn’t want to wait to get their hands on ___,” said Marisa Thalberg, chief marketing officer, Taco Bell. “That’s why we’re inviting them to be among the first to try it a full two days before everyone else, by placing a special pre-order now. There’s just one thing: it’s a blind pre-order…requiring just a small act of faith (not knowing what it is until you pick it up) to be at the very forefront of this impending phenomenon.”Taco Bell is returning to the Super Bowl after a two-year hiatus to introduce the new product. Taco Bell is ready with a Super Bowl campaign that weaves an interactive experience ahead of a new product launch. The product launch was announced with a “Redacted Press release”.

According to AdWeek, “The new 30-second campaign promises to be one of the taco chain’s “biggest launches to date,” and some are speculating the new menu item could be a Quesalupa—a cheesy chalupa. This isn’t the first time Taco Bell’s marketing has built mystery around a product.”

 

TBell